How Humble Crumble went from viral video to stores across London

How Humble Crumble went from viral video to stores across London

From Business Leader by Business Leader

June 2, 2026 · 38 min

About this episode

Kim Innes shares her journey of building Humble Crumble from a market stall to a chain of successful shops.

Kim Innes, the founder of the dessert brand Humble Crumble, recounts her extraordinary business journey to Sir Richard Harpin. It begins with tough shifts at a vendor's stall in Spitalfields market in east London and ends with a chain of successful shops devoted to her product, the fruit crumble pudding. She didn't get it right at first in the market stall, she explains. She was too fixated on exotic flavours and she hadn't yet started to cook live on site, creating those appetising aromas. She also had to learn, as a small brand, how to leverage social media though a series of posts that went viral. These cooked up huge demand and people began to seek her out, including the Royal Family. Though looking back, she thinks she could have approached it in a smarter way. She also shares with Harpin her plans for the future, which include a possible move into retail environments like supermarkets. Business Leader is a membership community for ambitious CEOs and founders of mid-sized UK companies, designed to help them grow with purpose through strategic support, peer-to-peer learning, expert coaching, and high-impact events. Sign up for our Business Leader newsletter here . Hosted on…

People in this episode

Host: Sir Richard Harpin

Guest: Kim Innes

Topics covered

  • entrepreneurship
  • business journey
  • social media
  • retail
  • desserts

Keywords

  • Humble Crumble
  • Kim Innes
  • dessert brand
  • viral video
  • social media
  • retail
  • London

Mentioned in this episode

Organizations: Humble Crumble, Royal Family

Places: London, Spitalfields market

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