Parsley in Time

What Parsley in Time does

Parsley in Time (legal entity: Boostchoice Ltd) is a UK-domestic e-commerce retailer and authorized distributor of professional catering equipment, founded in 1989 and headquartered in London. The company has operated continuously for 35+ years as a family-run private limited company from a single warehouse/office site at Kingside Business Park on Ruston Road (SE18 5BX).

The business stocks and distributes products from more than 100 professional catering and kitchen brands, including Hoshizaki, Robot Coupe, Alto-Shaam, Dualit, and KitchenAid, with a catalog spanning price points from under £10 to over £10,000. It also markets an own-brand product, the Blue Ice Slush Machine. The technology stack is a standard e-commerce platform with Google Analytics and Google Ads integrations for marketing measurement; no proprietary technology, AI/ML systems, patents, or research output is referenced.

The revenue model combines B2B trade sales to hospitality operators (hotels, restaurants, pubs, cafes) with direct-to-consumer sales to home cooks via the company website. Fulfillment is UK-domestic only — the company does not serve Northern Ireland or the Republic of Ireland — with free delivery offered on orders over £100 and £20 next-day delivery as the primary service tiers. The company maintains marketing presence on Facebook, Twitter, and LinkedIn.

Name

Parsley in Time

Legal name

Boostchoice Ltd

Website

https://parsleyintime.co.uk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Parsley in Time is a UK-domestic, family-run e-commerce retailer and authorized distributor of professional catering equipment from 100+ brands, serving both B2B hospitality trade buyers and B2C home-cook customers since 1989.

Ownership category

akta.pro rank

Product category

Hospitality and Catering Equipment Retail

akta.pro primary industry

Foodservice & Hospitality Supply Marketplaces (CRAFAHAE)

Keywords

• Catering equipment
• Hospitality supplies
• Commercial kitchen equipment
• Professional tableware
• Restaurant equipment retail

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Catering Equipment Sales: Retail sale of professional catering and hospitality equipment to businesses and consumers through e-commerce platform, including tableware, barware, glassware, cooking equipment, electrical appliances, and hygiene supplies

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Parsley in Time sells professional catering and hospitality equipment through an e-commerce retail platform, offering a comprehensive catalog of tableware, barware, glassware, cooking equipment, electrical appliances, refrigeration, ice cream machines, hot food holding, cutlery, storage, hygiene, buffet, clothing, and tabletop products from over 100 brands. The company serves both B2B hospitality operators (hotels, restaurants, pubs, cafes, caterers) and B2C home cooks, with a VAT toggle enabling consumer access to trade pricing.

Product overview

Parsley in Time operates as an e-commerce platform offering a comprehensive catalog of professional catering and hospitality equipment. The platform serves B2B customers (hotels, restaurants, pubs, cafes, catering companies) and B2C home cooks seeking trade-quality equipment at trade prices. Product categories span Tableware, Barware, Glassware, Cooking Equipment, Electrical Equipment (including refrigeration, ice machines, hot holding), Cutlery, Storage & Containers, Hygiene Products, Buffet Equipment, Clothing, and Tabletop accessories. The company carries multiple third-party brands (Alto-Shaam, Hoshizaki, Robot Coupe, Dualit, etc.) alongside their own branded products such as the Blue Ice Slush Machine. Key electrical equipment categories include hot food holding (Alto-Shaam drawer warmers, holding cabinets, banquet carts), ice cream/gelato machines, refrigeration, commercial kitchen appliances (mixers, blenders, juicers, food processors, microwaves, ovens).

Differentiator

Problem solved

Functional benefit

Products and services

• Tableware Range of tableware including bowls, cups, mugs, saucers, dishes, enamelware, jugs, pitchers, carafes, ramekins, dip pots, plates, platters, sugar bowls, tea pots, coffee pots, and specialty stoneware lines, sold to hospitality businesses and home cooks.
• Barware Bar equipment and accessories including bar machines, mats, runners, cocktail equipment, picks, sticks, coolers, buckets, drink storage, ice scoops, tongs, jiggers, measures, pourers, stoppers, straws, till rolls, and trays, targeted at pubs, bars, cafes, and restaurants.
• Glassware Extensive glassware selection including beer glasses, carafes, decanters, champagne glasses, cocktail glasses, coffee glasses, dessert glasses, disposable glasses, gin glasses, hi-ball glasses, polycarbonate glasses, shot glasses, spirits, tumblers, water glasses, and wine glasses.
• Cooking Equipment Professional cooking equipment including baking trays, baking utensils, chef's knives, chopping boards, cookware, fry pans, graters, mashers, ricers, ice cream scoops, kitchen utensils, measuring jugs, meat hooks, mixing bowls, peelers, slicers, piping bags, scales, scissors, scrapers, whisks, saucepans, skillets, and Staub cookware.
• Electrical Equipment Commercial electrical appliances including blenders, juicers, stick blenders, mixers, food processors, slicers, Lincat machines, microwaves, toasters, sous vide machines, bottle warmers, vacuum pack machines, hot food holding units, refrigeration, and ice cream machines.
• Cutlery Complete cutlery ranges including table forks, table knives, table spoons, dessert forks, dessert knives, dessert spoons, steak knives, soup spoons, tea and coffee spoons, with storage solutions.
• Storage & Containers Storage solutions including Cambro shelving, food labelling, packaging, glass storage jars, ice cream containers, ingredient bins, polycarbonate gastronorms, stainless steel gastronorms, storage boxes, racks, and space savers.
• Hygiene Products Hygiene and janitorial supplies including bins, buckets, chemical cleaning products, first aid, gloves, janitorial equipment, paper products, and signage.
• Buffet Equipment Buffet display and serving equipment including chafing units, plate rings, presentation plates, boards, trays, and trolleys.
• Clothing Chef and hospitality clothing including aprons, hats, neckerchiefs, standard jackets, superior jackets, and trousers.
• Tabletop Accessories Tabletop accessories including ashtrays, beverage items, bud vases, candles, holders, disposables, high chairs, napkins, dispensers, order pads, table settings, salt and pepper mills, sauce boats, serving dishes, table numbers, and tray stands.
• Commercial Refrigeration Equipment Commercial refrigeration including Hoshizaki ice makers (up to 210kg per 24 hours), compact refrigerators with varying shelf configurations, and ice bins.
• Ice Cream and Gelato Machines Commercial ice cream and gelato machines including brands such as Robot Coupe (Musso, Stella), Mitchell & Cooper (Nemox Gelato Chef, Gelato 4K Touch), and own-brand Blue Ice slush machines.
• Hot Food Holding Equipment Hot food holding equipment including Alto-Shaam drawer warmers, heated holding cabinets (18kg to 174kg capacity), and banquet carts with Halo Heat technology for precise temperature control.
• Blue Ice Twin Canister Slush Machine M17 5x2 Commercial twin canister slush machine with 2x 5L capacity, stainless steel and plastic construction, 1.5kW output, temperature range 10-38°C, freeze-down time 25-35 minutes, four adjustable freezing levels, and standby mode for up to 14 days product freshness.

Named customers7 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

Integration2 records

Feature1 record

Scale indicators2 records

Recent moves3 records

Expansion highlights3 records

Direct peers

• Alliance Online: UK e-commerce supplier of catering supplies, janitorial, and hospitality essentials serving restaurants, hotels, and care homes — directly comparable on product mix and customer segment.
• Lockhart Catering Equipment: UK supplier of professional catering equipment, tableware, and kitchen supplies to hospitality businesses, overlapping directly with Parsley in Time's core trade customer base.
• Nisbets: UK-based direct competitor operating a multi-brand e-commerce platform for catering and hospitality equipment, serving both B2B operators and B2C buyers with a comparable catalog breadth across tableware, barware, cooking, and refrigeration.
• ProCook: UK specialist retailer of professional-grade cookware, kitchenware, and tableware sold via e-commerce to both trade buyers and home cooks, overlapping with Parsley in Time's home-cook and small-hospitality DTC channel.
• Caterkwik: UK online retailer of commercial catering equipment and supplies selling to restaurants, pubs, hotels, and caterers with a similar multi-brand, mixed B2B/B2C positioning to Parsley in Time.

Emerging players

• Webstaurant Store: Large US-based foodservice e-commerce retailer with a deep multi-brand catalog and competitive pricing, illustrating the scaled e-commerce model that could increasingly compete with or inspire Parsley in Time's UK operations.
• KaTom Restaurant Supply: US online restaurant supply company offering commercial kitchen equipment, tableware, and smallwares to operators — comparable business model and product breadth, though US-focused.

Others

• Villeroy & Boch: Premium tableware and hospitality brand that both supplies directly to hotels/restaurants and competes via its own retail channels, comparable on the tableware and tabletop portion of Parsley in Time's catalog.

Broad incumbents

• Brakes Group: One of the largest UK foodservice wholesalers, supplying a broad assortment to hospitality operators; overlaps with Parsley in Time's B2B customers though distribution model and breadth are wider.
• Bidfood: Major UK foodservice distributor with an extensive multi-temperature product range and digital ordering platform serving hotels, restaurants, and caterers — a scaled incumbent in adjacent foodservice supply.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ParsleyinTime
• Facebookfacebook.com/parsleyintime
• LinkedInlinkedin.com/company/parsley-in-time

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Parsley in Time