Humble Crumble

Humble Crumble is an in-store and online crumble bakery founded in 2018 by Kim Innes. Starting with a single stall at Primrose Hill Market in London, her approach of letting customers build their own crumble order from scratch, gained attention. This led to the opening of three bakeries across London. Humble Crumble’s growth has been fueled by its use of social media, with nearly 250k followers across Instagram and TikTok. Kim focuses on creating visually appealing posts and featuring classic recipes such as apple crumble to creative variations like trifle and sticky toffee pudding inspired crumbles. Humble Crumble also encourages customers to share their own photos and videos, which has helped grow its customer base organically.