Initially, Tom Moore set out to recreate a traditional crumpet using standard recipes, but like many during lock-down, he had become an amateur baker, with loaves scattered around his house.

With a sourdough starter always on hand, he began experimenting with crumpets, although he didn’t have the typical moulds, the narrower, taller ones he used produced surprisingly fantastic results.

His friends and family became willing taste testers, with his 18-month-old son being his most dedicated customer, consuming so many crumpets he could have almost been mistaken for one himself.

The feedback was incredible, so he launched an Instagram page to gauge interest. It quickly gained traction locally, and he realised he couldn’t keep up with the demand cooking them at home.

At the time, Tom was working at Ormer Mayfair as Senior Sous Chef and with restaurants closed for in-person dining and takeaways being the only option, the kitchen was barely in use so he decided to ask the Managing Director if he could use the kitchen. After receiving the green light to use the kitchen for mass production, within a month, the sourdough crumpets were being delivered and stocked in several delis around London and Essex.

Just like that, Moore’ish Crumpets were born.