IBS-friendly sauce maker Bay’s Kitchen has found a new leader and secured fresh funding to continue its mission, eight months after the death of its founder Bay Burdett.
Born from Burdett’s personal experience with IBS, Bay’s Kitchen was founded to bring more flavourful options to people with sensitive digestion that were following low-FODMAP diets.
Under new MD Hattie James-Norbury, the company has already secured a further £250k in funding from existing backers to bring total capital raised to over £1.3m. The round follows a £350k raise in late 2024 from angel investors.
The company said it appointed James-Norbury for her decade-plus experience across startups and blue-chip companies – and her personal understanding of the company’s mission.
“As someone who has personally battled with IBS for many years, I know how frustrating it can be having to choose between tasty food and gut health. With the foundations of a loyal customer base built over the past five years, we are now perfectly positioned to take Bay’s Kitchen into the mainstream market,” she said.
The new funding will be dedicated to expanding the company’s presence in retail, product innovation, and boosting awareness of the category.
The company sells a range of soups, stocks, condiments and sauces with “clean ingredients, easy-to-digest formulations and zero compromise on taste”. Largely selling DTC, the company is also listed on Ocado and Amazon.
James-Norbury joined Bay’s Kitchen from Molson Coors, where she was the national off-trade beverages manager for spirits.
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