Thank you and goodbye from Kidchup
It is with an immense sense of pride and a heavy heart that I let you know this is farewell from Kidchup HQ.
In 2015 I set out on this crazy journey to change the kid’s condiment game. I had a winning recipe, a truly brilliant name, more tenacity than experience and a dream I could disrupt the industry enough to make a real difference. Five years later I can bow out of this race knowing I did, mostly, what I came to do. From causing enough waves that other condiment brands took heavy inspiration from Kidchup (I’m looking at you Heinz and Mr Organics!) to being part of a bigger conversation around food and our kid’s health. Although I didn’t get it into Sainsbury’s I got pretty far for an idea that started with a bubbling pot on my kitchen hob. I won a few awards too.
Kidchup wouldn’t have come to fruition without the love, support and championing of my friends and my team, it was very much a family business from the jump. Despite the shape of that changing over the past couple of years, it doesn’t alter the foundations. From the muse himself, Archie, my raison d’etre, chief recipe tester and reason I started it in the first place, to his dad, who fully got behind it from day one and was, in fact, the one who came up with the name whilst we were on holiday in deepest Wales.
In business it’s important to check the ego at the door, recognise when you’ve done all you can, step away from the ‘what ifs’ and know when it’s time to call it a day. Kidchup has been self-funded from the start and the truth is, it’s incredibly unforgiving out here for a food business. I can no longer support my family unit as well as my other offspring, Kidchup. Investment isn’t a path I can, in good conscience, now go down with all that risk sitting solely on my shoulders.
Whether you’re OG Kidchup crew or you’ve recently discovered it, I want to thank you from the bottom of my heart for coming on this journey with me. Without you really getting behind me and helping spread the word, this would’ve been a much shorter story (and blog post!). You’ve cheered me, and this giant dream of mine, on through some brilliant highs and some truly heartbreaking lows.
I’ll still be here posting recipes, my usual food inspo alongside searingly honest/hilarious anecdotes about parenting but my insta is changing back to: https://www.instagram.com/millycundall
So, please stick around if you want follow me into the next chapter, I’m not sure what lies ahead but I know it’s going be good.
All that’s left to say is thank you.
It’s been one hell of a ride!