Eight years on from her first stall at Maltby Market, crumble has become a big thing for founder Kim Innes. She's even had the Prince and Princess of Wales in an apron helping out at the brand's Borough stall. And now she's about to open outside of a market (her other London sites are at Spitalfields, Borough and Camden). She's heading into the West End, having chosen St James Street for her new central London shop.
If you haven't been to a Humble Crumble before, the clue is in the name - it's all about crumble in every form. The classic is their most popular, an apple and cinnamon with shortbread crumble served with hot custard. To that you can add garnishes including crushed meringue and even rose petals. They also do a rotating menu of specials, currently there's a strawberries and cream crumble. And if you prefer to cut out the fruit and just go for crumble and custard, they can accommodate that too.
Fans of the trad British dessert were quick to show their excitement at the prospect of a new central London place to get their crumble fix. "OMG we have been to every location, and we're visiting Marylebone on the 25th so crossed fingers you'll be open!" said one uber fan on Instagram. Looks like she's in luck.
More about Humble Crumble
Where is it? 28 James St, Marylebone W1U 1EW
When does it open? 18 August 2026
Opening offer: 50% off crumbles on opening day, plus they'll have a spin the wheel for free crumbles and will be giving away some branded fans
Find out more: Visit their website or follow them on Instagram @humblecrumble
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