A breakfast worth waking up for.

It all began in 2011, in a small kitchen in Cornwall, with Hugo — a self-confessed muesli obsessive — and a Kenwood mixer that had seen better days. Frustrated by supermarket cereal that tasted of cardboard and preservatives, Hugo set out to build the breakfast he wanted to eat.

The first bag was for his family. The second was for a neighbour. Ten years later, Hugo's Fine Foods is stocked in over 40 independent shops across the UK — and every single batch is still made the same way: by hand, in small numbers, with ingredients you'd recognise if we tipped them out on your counter.

Made with intention

Every bag we ship is stamped with a batch number and a "baked on" date. When it's gone, it's gone — and that's the point. We'd rather sell out than sit on a warehouse of stock going stale.

Our promise

• No palm oil. Ever.
• Real fruit — never "fruit flavour".
• British oats and honey wherever the harvest allows.
• Every wholesale partner is one we'd want to shop at ourselves.