Humble Crumble was founded in 2018 by Kim Innes, who turned her lifelong love of baking into a food business. The idea emerged after she noticed ice cream parlours struggled in winter and she thought that crumble would provide a warm, nostalgic alternative. What began as a small farmers’ market stall has grown into four London bakeries and a kiosk at Bicester Village. The business promotes its passion for fresh, locally sourced ingredients and their commitment to sustainability, and today Humble Crumble is known for its unique flavour combinations – which have earnt them a strong following and social media attention.