SimplyCook is a UK recipe kit brand founded in 2014, known for its £1 trial funnel and compact spice-blend format, acquired by Nestlé in 2021.
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See all ads on AdLibrary →SimplyCook was founded around 2014 by Oli Ashness in London. The brand delivers compact recipe kits — spice blends, sauces, and recipe cards — while shoppers source their own fresh ingredients, keeping costs and waste low. A famous £1 trial offer drove millions of subscriber sign-ups. Nestlé acquired SimplyCook in February 2021. Also searched as Simply.
SimplyCook built one of the most efficient subscription acquisition machines in UK DTC food through a single conversion lever: the £1 trial box. This risk-reversal offer eliminated purchase hesitation and was promoted at scale through Facebook video ads and direct mail. The low CAC enabled by the format — shipping spice blends rather than fresh ingredients — made paid media economics work at scale. Explore SimplyCook ad creative at AdLibrary.
Facebook was SimplyCook's primary performance marketing channel, with high-volume video ads showing quick weeknight meal transformations. The creative formula was consistent: show a boring ingredient (chicken breast), show the kit, show the finished dish. The dramatic contrast between dull input and restaurant-quality output drove strong CTR. TV direct response advertising supplemented Meta for broader reach.
The £1 trial is the headline in virtually all acquisition creative — an offer so compelling it leads before any product description. Secondary copy focuses on variety ('40 new recipes every month'), ease ('Ready in 20 minutes'), and flexibility ('Skip or cancel anytime'). Post-Nestlé integration, messaging has expanded to include retailer availability alongside the DTC subscription.
SimplyCook is a masterclass in friction removal. By stripping the recipe kit back to its smallest viable component (the flavour kit only), the brand reduced cost, waste, and logistical complexity — enabling a £1 trial price that justified aggressive paid media spend. For subscription marketers, the lesson is that a genuinely compelling trial offer, supported by a product that over-delivers on expectation, can drive subscriber volumes that more cautious pricing cannot achieve.
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