Founded in 2020 by neuroscience researchers Itse Martos and David Martos, House of Cinn was created to bring the bakery-quality cinnamon buns the pair had fallen in love with to UK shoppers. Combining premium ingredients with a commitment to community impact, the brand was built on the belief that great food and social good can go hand in hand.
Long time fans of American-style cinnamon buns, Itse and David saw an opportunity to bring a more indulgent bakery experience to supermarket shelves. Inspired by the soft dough, rich cinnamon filling and cream cheese frosting that made the product a staple across the US, they set out to create a range that delivered the same quality and flavour using carefully selected ingredients.
Today, House of Cinn’s range includes the Classic Cream Cheese and Salted Caramel & Pecan varieties, available in both Tear & Share and Two Pack formats. Made with real butter and genuine Philadelphia Cream Cheese, each product is designed to offer a bakery-quality experience that goes beyond the traditional supermarket bakery aisle.
While the products are inspired by a love of delicious baked goods, the business itself is shaped by the founders’ experiences volunteering in their local community.
Itse and David first met while working with a London street outreach team supporting people experiencing homelessness and witnessing first hand the power of community in empowering society’s most vulnerable people. Alongside their studies and careers in neuroscience, the pair spent years organising and self funding community initiatives that tackled the challenges faced by people experiencing homelessness, social isolation and other forms of disadvantage.
Today, House of Cinn is a Community Interest Company (CIC), built on the belief that businesses can play a real role in supporting the communities around them. The team works with grassroots organisations across the UK focused on connection, belonging and practical support for people experiencing homelessness, domestic abuse, care leavers and older adults experiencing social isolation. Through these partnerships, the company helps support initiatives that improve access to healthcare, provide practical assistance and create stronger, more connected communities. Its partners include Greenlight Medical, Just Life Foundation, Bromley & Croydon Women’s Aid, Power2Prevail and Vintage Vibes.
Community remains at the heart of the business, but so too does a relentless focus on quality. Early recognition from Selfridges helped validate the founders’ ambition to create a cinnamon bun that could deliver a bakery-style experience in retail. Since then, House of Cinn has grown into a national brand stocked in more than 900 stores across the UK, with its four-SKU range now available in Sainsbury’s stores nationwide. Maintaining that same quality while scaling production remains a key focus for the business.
“We never set out to build a food business. 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 Selfridges, Sainsbury’s, and now more than 900 stores nationwide. What’s stayed the same is the reason we started: making something people genuinely enjoy, and using it to give back.” – Itse and David Martos, Co-Founders, House of Cinn.
