PhD researchers turn Instagram baking project into a 900-store brand tackling poverty and homelessness

1 sources1 storiesFirst seen 7/19/2026Score11Mixed Progress

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PhD researchers turn Instagram baking project into a 900-store brand tackling poverty and homelessness.

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Two neuroscience researchers who baked cinnamon buns at night and sold them through Instagram have turned their side project into a national supermarket brand.Their products are now stocked in more than 900 stores, while at least 65 per cent of the company's profits are reinvested in projects supporting vulnerable people across the UK.David Martos and his wife Itse Martos, founded House of Cinn in 2020 while completing their PhDs in neuroscience and volunteering with a London street outreach team.The pair originally used money from their cinnamon bun sales to fund community projects supporting people experiencing homelessness, isolation and other forms of disadvantage.The founders said: "We never set out to build a food business.

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It started while we were doing our PhDs and volunteering with a London street outreach team, baking cinnamon buns at night, selling them on Instagram, and using it to fund community projects we cared about."We never imagined those same buns would end up in...

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