Our Story

Naturally Kind Food is made up of myself Sara and my husband Andy.

Andy started Naturally Kind Food in 2012 from his one-bedroom flat in Ystradgynlais. In those days you couldn’t buy a vegan cake anywhere! He decided to make his own and sell them at Farmers markets. He had been working in the food industry and wanted to have more control over the products he was making. He was probably the first 100% vegan stall at these meaty markets – he was definitely the first 100% vegan bakery business in Wales and was really spearheading the vegan movement here. He made being vegan more mainstream, more accessible, way ahead of his time. But there was a limit to the amount of products he could make and sell on his own and he also couldn’t offer celebration cakes.

This is where I come in. I was also vegan, searching for cake that I didn’t have to make myself, and I found Andy and his cakes on Facebook. We met over a cake stall. I knew straight away that he was the man for me. And so were his cakes!

Andy and Sara

After a few years I left my job to work along side my partner in crime full-time. We grew Naturally Kind Food to a place where we were supplying over 50 coffee shops and restaurants across South Wales with a huge range of quality vegan products. We developed raw and baked cheesecakes, chocolate cups, roast peanut bars, Lotus crisp bars, tarts, cookies and a huge range of cakes. We were working night and day. We employed a delivery driver and kitchen assistant, and we were flat out as the vegan movement was booming and more and more eateries were getting in touch to supply them with our amazing products. If you have eaten a vegan cake in a coffee shop in South Wales the chances are it was ours!

We featured on the BBC’s first ever fully vegan cooking show; The Dirty Vegan with Dirty Sanchez’s Mathew Pritchard where we developed a chocolate cake recipe for Mathew to bake and enter into a Women’s institute baking competition. He scored a 9.5 out of 10! They were blown away with it and couldn’t believe it was a vegan cake.

One day we decided that we not only wanted, but needed to slow down and take our foot off the gas because we were absolutely exhausted. This is when we made the difficult decision to stop supplying many of our coffee shops and change the pace.

We still proudly supplied a handful of our favourite coffee shops and focused on celebration cakes and business was ticking over very nicely. Finally, we were in a place we really wanted to be, balancing work and life in harmony, giving ourselves time to relax and have weekends off for the first time in years!

Then Covid came along, and the world changed. We realised we had to adapt to keep going. So we have decided to offer our amazing products online for the first time. At last all of our loyal followers across the UK can buy our cakes and slices to enjoy from the comfort of their homes.

NKF is owned and exclusively operated by myself and Andy. We work from our own specially designed commercial kitchen right here in the heart of Wales. We are really excited for our next chapter, going full circle selling directly to the public once again. We hope you will come along for the ride.


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