Product Offerings
Products:
Baking Mixes: Brownie Mix, Pancake, Crêpe & Waffle Mix, Banana Bread Mix
Good Mess is a London-based health-focused food brand committed to transforming traditional baking into a clean, guilt-free experience. Founded by Andrea Kazan, the brand offers a unique range of plant-based, gluten-free baking mixes designed for modern consumers seeking indulgent treats without compromise. With its vibrant identity and commitment to transparent ingredients, Good Mess is carving a niche in the UK's better-for-you food category.
Core Business
Good Mess operates as a direct-to-consumer and retail-facing food manufacturer, focusing on the development, marketing, and distribution of:
- Clean-label baking products
- Plant-based, gluten-free alternatives to traditional mixes
- Products suitable for vegan, dairy-free, and health-conscious diets
The brand distributes primarily through its e-commerce platform, with expansion into premium grocery, wellness stores, and selected retail partnerships underway.
Product Offerings
Good Mess' current product portfolio features a trio of versatile and allergen-friendly mixes:
-
Brownie Mix
- Rich, fudgy, plant-based brownie blend
- Made with gluten-free oats, cacao, coconut sugar, and flaxseed
- No refined sugars, dairy, or artificial preservatives
-
Pancake, Crêpe & Waffle Mix
- Multi-use mix for sweet or savoury breakfast dishes
- Gluten-free, dairy-free, and vegan
- Contains whole food ingredients like oat flour and chia seeds
-
Banana Bread Mix
- Naturally sweetened with dates and coconut sugar
- Perfect for home bakers looking for an easy, wholesome loaf
- Free from gluten, dairy, and refined flours
Each mix is designed to be ready in under 30 minutes and requires only minimal additional ingredients, aligning with the brand's “messy but easy” ethos.
Specialisation & Core USP
Good Mess is built on a mission to redefine baking with better ingredients. The brand’s USP includes:
- All products are 100% plant-based, gluten-free, and made with real food ingredients
- Positioned as a fun, honest, and health-positive alternative to mainstream baking mixes
- Focus on gut-friendly, allergy-conscious formulations
- Strong visual branding and storytelling tailored to wellness and millennial consumers
Their commitment to transparency, ingredient integrity, and inclusive nutrition has made them a standout player in the UK’s fast-growing functional food segment.
Financial and Operational Highlights
While financial figures are not publicly disclosed, key performance indicators reflect momentum:
- E-commerce Sales Channel: Active nationwide shipping through eatgoodmess.com
- Featured in wellness and nutrition publications including Women's Health UK
- Gained traction in health food stores and independent grocery retailers across London
- Built a growing base of social media brand ambassadors and customer advocates
The brand is in an early but scalable growth phase, with opportunities for B2B expansion and co-branding collaborations.
International Shipment Records
Currently focused on the domestic UK market, Good Mess is preparing to expand:
- Feasibility studies for EU and Middle East exports are ongoing
- Shelf-stable packaging formats make international distribution viable
- Growing online interest from expat and wellness communities abroad
Target Market
- Health-conscious home bakers
- Millennials and Gen Z consumers
- Parents seeking healthier baking alternatives for children
- Individuals with dietary restrictions (gluten-free, dairy-free, egg-free)
- Fitness and wellness enthusiasts
The brand aligns with the lifestyle trends of clean eating, self-care, and functional indulgence.
Capabilities
- In-house recipe development with clean-label compliance
- Sustainable packaging and plastic-free shipping materials
- Responsive e-commerce operations
- Small-batch manufacturing with flexible scale-up potential
These capabilities allow the brand to maintain artisanal quality while preparing for retail expansion.
Certifications & Compliance
- Products are made in gluten-free certified facilities
- Compliant with UK food labeling laws
- Full ingredient and allergen transparency on packaging
- Vegan-friendly formulations across all SKUs
These standards position Good Mess as a compliant and consumer-trusted brand in the free-from food space.
Customer Testimonials
“Finally a baking mix that doesn’t taste ‘healthy’ but actually is. The brownie mix is a weekly staple in our house!”
— Customer, Manchester
“Good Mess made Sunday mornings fun again. My kids love the pancakes, and I love the ingredients.”
— Nutrition-conscious parent, London
Achievements
- Recognized as a rising star in the UK plant-based market
- Featured in Wellness and Lifestyle media outlets including Women’s Health UK
- Built an engaged community across Instagram and Facebook
- Listed by niche wellness retailers and health food independents
- Positioned for upcoming launches and co-branding partnerships
Good Mess blends wellness with indulgence, offering a new take on traditional comfort foods. With its bold branding, clean ingredients, and strong consumer resonance, the company is well-positioned to expand as a leading innovator in the UK’s functional and free-from baking sector.