Our story began back in May 2013. Joe and his good friend Anna had been lift sharing to work for a few months, and on a journey on the M3 the conversation moved onto the subject of baking. They both loved to cook and had the idea of a time saving baking kit that still gave the full baking from scratch experience but with a little less hassle – and so the Baked In baking kit was born. Joined by their friend Elaina, a plan was hatched to test their idea. A school fete, artisan market and food festival later and it was clear people loved the idea. Not long after, they picked up their first stockist and launched an additional product range – mug baking mixes. The business grew steadily, but working a demanding day job and spending evenings and weekends working on the business meant that a crossroads was soon reached. After raising a round of seed investment, Joe quit his day job to manage the business full time, hired his first employees and the rest is history. In 2016 his brother, Patrick, joined Baked In and now they both lead the business together.