Talk to any sweet-toothed Londoner (so, pretty much any Londoner) and if you mention food/desserts/sweet treats it’s almost certain they’ll mention Humble Crumble. The crumble vendors have made quite the name for themselves in London since launching in 2018, and now they’re making moves for London sweet supremacy with a big ol’ permanent home for their crumbly delights.
Their large new store opens this month in Old Spitalfields Market, just in time for the summer rush, giving them plenty of space to deal with the influx of new customers and orders. Due to incredible demand, waiting times in the past have stretched to as much as an hour and a half. In fact, they’re so popular that they’ve got over half a million crumble sales to their name already. And now, they’re sure to start flinging them out the doors. Not literally, though…
The Humble Crumble story
The Humble Crumble story starts on a cold Brighton day. Soon-to-be-Humble-Crumble-founder Kim Innes, who was studying English Literature, noticed that the area’s famous ice cream parlours would close for the winter. Seeing the closed businesses made her wonder what kind of sweet treat would be popular in the winter – leading her to develop the world’s first crumble bar.
Humble Crumble now serves up a variety of traditional and iced crumbles – with unlimited custard. Everything is customisable too, even down to the ratio of fruit and crumble. And for crumble fans who know exactly how they want their dessert, ordering tablets at the new Humble Crumble location will allow them to build their own crumble order from scratch.
Toppings include torched meringues, custard (obviously), and dark chocolate drizzle. And that custard comes hot, cold, or frozen. Nobody wants hot custard in the middle of summer, after all.
Each month Humble Crumble also releases a new limited-edition special that takes advantage of seasonal ingredients. Some prove so popular that they become a permanent addition to the menu – like the ‘Crumbrûlée’, which proved so popular that Kim Innes even trademarked the name!
The future of the brand
Expanding their operations to a new bakery four times the size of the previous site isn’t enough for the Humble Crumble team. They’re also set to open two more venues in foodie hot spots Camden Market and Covent Garden. They’ll land in London this summer, giving you grab-and-go crumble opportunities all around the city.
Along with the launch of their new store, the brand has also unveiled their latest monthly special: the Peach Cooler Crumble. Seasonal peaches are infused with brown sugar and mint, served chilled, and are topped off with your choice of crumble, and frozen or cold creamy custard.
You can also find Humble Crumble at Borough Market, Borough Market Kitchens, Winchester Walk, SE1 9AG. Nearest stations are Borough and London Bridge.