Simpkin & Roses was founded by Annabel Carter who discovered a passion and a talent for cooking soon after leaving school and immediately knew she wanted to make a career out of it. 

Combining skills learned at her mother’s elbow and training at The Grange and Tante Marie cookery schools, Bella began catering for exclusive private events in London.

Simpkin & Roses was then created with a simple idea in mind – making great tasting, wholesome food with global influences, that everyone can enjoy.  Even before they were married, Bella and her partner Hugh were building up the business together.  Over ten years, Simpkin & Roses carved out a reputation as an events business that consistently delivered excellent food and service.  Engagements ranged from cocktail receptions for several hundred guests, to private dinners for a handful.  On one occasion, Bella was honoured to cook for Her Majesty the Queen.

Bella & Hugh’s business effectively ceased to exist overnight with the arrival of social restrictions in March 2020, leaving a growing family behind.  A frozen food business had been discussed in the past but its creation was suddenly an urgent necessity.

Our philosophy is the same as it always has been.  We create wholesome, genuinely good food, to our high standards.  We want to make it as easy as possible for busy people to access great food conveniently and be able to have premium dishes at home without having to do too much planning, or too much cooking!

Our recipes are all written and tested by Bella who has a hands-on role in the kitchen and who wanted to create a menu of wholesome, tasty and traditional dishes with a decadent twist. 

The menu reflects the seasons with new dishes being added regularly and occasional one-off limited editions.

By flash-freezing our dishes immediately after cooking, we seal in all the nutrients and flavour without any need for artificial additives. Freezing is a great way of minimising food waste as our dishes can either be eaten straight away or be safely stored in the freezer for months. 

Ultimately, we are in the business of making people happy, which is the best reward. 


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