Humble Crumble Opens at St Christopher's Place

James Street has welcomed a new addition this summer, with Humble Crumble opening its doors at St Christopher’s Place. Bringing its distinctive take on the classic British dessert to the West End, the new opening adds another reason to explore the neighbourhood.

Known for turning a familiar favourite into something a little more indulgent, Humble Crumble serves warm, freshly baked crumbles finished with a choice of toppings and sauces. Each one is made to order, whether it’s enjoyed while exploring the neighbourhood or as a well-earned afternoon treat.

From a Farmers’ Market to London’s Crumble Bakeries
Humble Crumble began with a simple question from founder Kim: what could bring people into an ice cream parlour when the weather was cold and grey?

The answer was crumble - a British favourite that Kim had been making for family and friends throughout her life, and one she had even won awards for.

Wondering why there wasn’t a place dedicated to crumble, Kim decided to test the idea at a farmers’ market, serving fruit, toppings and her own recipe vanilla custard. The response was immediate, with word quickly spreading about her crumbles.
In October 2018, Humble Crumble opened its first permanent bakery at Maltby Street Market near Tower Bridge. What started as a young entrepreneur’s market stall has since grown into a collection of crumble bakeries across London and beyond, with Humble Crumble now arriving at St Christopher’s Place.

There’s plenty of thought behind what goes into each crumble. The bakery works with local businesses and carefully selected suppliers, from Chai Guys, whose cardamom features in its Superfood Granola topping, to Wildfarmed, which supplies its regenerative flour. Fruit is hand-picked each morning from New Covent Garden Market, while dairy comes from Northiam Dairy in Sussex and vanilla is sourced from Zazou Emporium, which works with small farmers and farmer-led cooperatives in Madagascar.

From a farmers’ market stall to its latest opening at St Christopher’s Place, the brand has grown around one simple idea: there’s always a good time for crumble. Now, visitors can discover its freshly made desserts on 28 James Street, London, W1U 1EW, just moments from Oxford Street and Bond Street.