Bay's Kitchen

What Bay's Kitchen does

Bay's Kitchen Ltd is a UK-based, founder-led certified food brand specialising in Low FODMAP, gluten-free, and dairy-free cooking sauces, concentrated stocks, gravies, condiments, and soups, primarily serving individuals with Irritable Bowel Syndrome and households managing mixed dietary restrictions. The company was founded in 2016 by Bay Burdett, who built the brand around her own IBS experience, and is headquartered in Cheltenham with a small team (1-10 employees). Its core product technology centres on ingredient formulation that excludes onion, garlic, and other high-FODMAP triggers, validated through FODMAP Friendly certification (>90% free of GOS, Fructose, Glucose, Lactose and Polyols), Gluten-Free certification under 5ppm, Dairy-Free certification under 2.5ppm, Vegetarian Society approval, and manufacture in a BRCGS-accredited factory recognised by the Global Food Safety Initiative.

The business operates a hybrid go-to-market combining direct-to-consumer e-commerce on bayskitchen.com with national UK retail distribution through Waitrose and Ocado, plus Amazon, FODMarket, and independent stockists (including some international reach). Individual SKUs are priced at £3.80-£4.30, with curated bundles ranging from £12 to £41 and a Subscribe & Save subscription programme offering a 10% discount and free delivery over £30. Marketing is content-led, anchored on an extensive IBS education hub, Low FODMAP recipe blog, product quiz, and email capture, complemented by Awin affiliate partnerships and social community engagement. The technology stack (Shopify, Recharge, Mintsoft, Unleashed, PayPal) is standard CPG e-commerce infrastructure.

Capital structure is bootstrapped and founder-controlled, with no disclosed institutional investor or parent company; however, the company has raised funds in October 2024 (~$455K) and October 2025 (~$337K) and previously received SWIG Finance support in 2021. Brand recognition is supported by a consistent string of Free From Food Awards, Great Taste Awards, Nourish Awards, Lux Life, FSB, Great British Entrepreneur Awards, and the 2024 Farm Shop & Deli Retailer Award, alongside 650+ five-star product reviews and ~2,189 Trustpilot reviews.

Name

Bay's Kitchen

Legal name

Bay's Kitchen Ltd

Website

https://bayskitchen.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Bay's Kitchen is a UK-based, founder-led certified food brand producing Low FODMAP, gluten-free, and dairy-free cooking sauces, stocks, gravies, condiments, and soups primarily for IBS sufferers and households managing mixed dietary restrictions, sold via DTC e-commerce, subscription, and national UK retail.

Ownership category

akta.pro rank

Product category

Low FODMAP Foods

NAICS

Food Manufacturing (311)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Condiments, Sauces & Dressings (CRADAAAB)

akta.pro secondary industry

Soup, Chili & Comfort Foods (Self-Serve or Packaged) (CRAHAKAF)

Keywords

• Low FODMAP foods
• Gluten-free products
• Dairy-free sauces
• IBS-friendly foods
• Vegan cooking sauces

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of Low FODMAP cooking sauces, gravies, stocks, soups, and condiments through e-commerce website with subscription option (Subscribe & Save - 10% discount)
2. Wholesale/Retail Distribution: Wholesale supply to retailers including Waitrose (national), Ocado, Amazon, FODMarket, and independent stockists across the UK and internationally

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Bay's Kitchen manufactures and sells a range of certified Low FODMAP, gluten-free, and dairy-free cooking sauces, concentrated stocks, gravies, condiments, and soups targeted at people with Irritable Bowel Syndrome (IBS). Products are sold direct-to-consumer via the company's Shopify e-commerce website with a Subscribe & Save subscription model, and are also distributed through UK retailers including Waitrose, Ocado, Amazon, and independent stockists.

Product overview

Bay's Kitchen is a UK-based food brand specializing in award-winning, IBS-friendly, Low FODMAP certified foods. The product portfolio is organized around a core offering of stir-in cooking sauces (including curry, Asian, and pasta varieties), concentrated stocks, seasonal gravies, condiments, and soups—all certified Low FODMAP, Gluten-Free, and Dairy-Free. The range is complemented by curated bundles, a Food Symptom Diary for IBS tracking, gift vouchers, and a subscription service. Most products are also vegan-approved by The Vegetarian Society. The sauces, stocks, gravies, condiments, and soups form the primary product categories, while bundles, subscriptions, and the symptom diary serve as supplementary offerings that enhance the core product experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Cooking Sauces (Stir-in Sauces)

Quantifiable outcome

• 650+ 5-star product reviews and 2189 total reviews on site
• +1 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, minor and major.

• ShopifycoreTechnology or IntegrationE-commerce platform powering Bay's Kitchen's online store, handling order processing, payment collection, and store management
• PayPalcoreTechnology or IntegrationPayment processor for handling customer transactions and order payments
• RechargecoreTechnology or IntegrationSubscription management platform handling recurring subscription orders and payments for Subscribe & Save customers
• MintsoftcoreTechnology or IntegrationOrder fulfilment and warehouse management system for processing and fulfilling customer orders
• UnleashedcoreTechnology or IntegrationSales order management and stock control system for tracking inventory and processing orders
• AwinminorGTM or Marketing PartnerAffiliate marketing network for tracking sales referrals and managing affiliate commissions
• WaitrosecoreChannel Partner/ Reseller/ DistributorMajor UK supermarket chain stocking Bay's Kitchen Tikka Masala and Sweet & Sour Stir-in Sauces nationwide
• OcadomajorChannel Partner/ Reseller/ DistributorUK online supermarket offering Bay's Kitchen products for home delivery
• FODMAP FriendlycoreStrategic or Co-development PartnerCertification body that certifies Bay's Kitchen products as Low FODMAP; products are >90% free of GOS, Fructose, Glucose, Lactose and Polyols
• Vegetarian SocietymajorStrategic or Co-development PartnerCertifying body that approves most Bay's Kitchen products as suitable for Vegans and Vegetarians

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Casa de Sante: Low FODMAP food brand offering sauces, dressings, snacks, and meal kits targeted at IBS sufferers. Closely comparable product range, certification model, and customer segment.
• Fody Foods: North American brand specializing in Low FODMAP certified sauces, salsas, condiments, and snacks. Direct competitor in the same niche (Low FODMAP, IBS-friendly) with similar certification and clean-ingredient positioning.

Emerging players

• Deliciously Ella: UK founder-led plant-based food brand spanning meals, snacks, and condiments with major UK retail listings (Tesco, Sainsbury's, Waitrose). Comparable UK founder-led CPG with overlapping free-from customer base.
• Booja-Booja: UK organic, dairy-free, gluten-free, vegan confectionery brand. Comparable UK free-from CPG with overlapping allergen positioning and similar premium positioning in specialty and mainstream grocery.

Regional players

• Mrs. Crimble's: UK free-from brand focused on gluten-free and vegan baked goods (cakes, cookies). Comparable UK free-from CPG targeting similar allergen-conscious consumers, with overlapping retail channels.

Others

• The IBS Network: UK national charity supporting IBS sufferers. Adjacent ecosystem player serving the same customer segment; potential content/community partnership for Bay's Kitchen.
• FODMAP Friendly: Australian-based certification body for Low FODMAP products — Bay's Kitchen's certifying partner. Adjacent ecosystem player providing the regulatory/credentialing infrastructure on which Bay's differentiation rests.
• FODMarket: US-based specialist online retailer of Low FODMAP foods. Both a channel partner (stockist of Bay's Kitchen) and adjacent ecosystem player serving the same IBS/Low FODMAP customer.

Broad incumbents

• Dr. Schär (Schar): Large European gluten-free/free-from food manufacturer with broad categories (bread, pasta, snacks). Comparable free-from positioning and gluten-free certification, but operates at scale across mainstream grocery.
• Nakd: UK free-from snack brand (natural balance foods) offering gluten-free, dairy-free, vegan bars and snacks with major grocery distribution. Comparable free-from positioning and UK supermarket presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bayskitchenuk

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bay's Kitchen