About Bakedin

The Bakedin Story

The Bakedin story began back in May 2013. Joe and his good friend Anna had been lift sharing to work for a few months, and on a dreary journey on the M3 the conversation moved onto the subject of baking. They both loved to cook and had the idea of a time saving baking kit that still gave the full baking from scratch experience but with a little less hassle – and so the Bakedin baking kit was born.

They tested their prototype kits on 100 friends and colleagues and after some positive feedback realised the only way to see if people would actually buy the products was to try selling it to them. Joined by their friend Elaina, a plan was hatched to make another batch of kits and get them ready for sale. A school fete, artisan market and high street food festival later and it was clear the public loved the idea. They took a small startup loan from the government and proceeded to get some more professional packaging printed, picked up their first stockist and launched an additional product range – mug baking mixes. The business grew steadily, but working a demanding day job and spending every evening and weekend working on the business meant that a crossroads in the business was soon reached.

After raising a round of seed investment in June 2015, Joe quit his day job to manage the business full time, hired his first employees and the rest is history. After an introduction from one of the shareholders to Michel Roux, they are now fortunate to have their recipes exclusively developed for them by one of the world’s finest pastry chefs. Today Bakedin has hundreds of stockists including Selfridges, Ocado, Lakeland, Wholefoods and Center Parcs. Their baking club subscription service was named in the Independents top 15 food subscriptions two years running, alongside brands such as Graze, HelloFresh and Hotel Chocolat.

The Bakedin story has only just begun, so join the Baking Club and be part of the next chapter!

bakedin baking kits

Meet the bakedin team

joseph munns
sam hopson
jordana o'reilly
paula munns
patrick munns
lucy menard
ian balchin
anna slugaj
anna slugaj
anna slugaj

Fancy working at Bakedin?

We are always on the lookout for passionate baking lovers to join our team. Check out our current vacancies:


Are you a retailer, wholesaler or distributer?

Interested in stocking our products? No matter how big or small you are, or where you’re located, we’d love to speak to you!