Ask Mummy & Daddy, England

From «I don't know yet what I want to be» to an international sweets brand: Ask Mummy & Daddy is Kane's brand – founded out of courage, ambition and a fairly honest childhood memory: «Ask mummy & daddy for pocket money to buy sweets.»

The Ask Mummy & Daddy story

Kane left school at 16 – without GCSEs, with dyslexia and the feeling of being «behind» his classmates. What he did have: grit, personality and a firm will to build something of his own. His first big step was an admin and junior job at Cath Kidston, still a small brand at the time – and it turned into more than 10 years across marketing, visual merchandising, events and more. Kane watched at close range as a brand grew from 2 shops to more than 100 worldwide – learning curve, mistakes and a great deal of experience included.

After a travelling break he moved on to the Biscuiteers Baking Company, an up-and-coming baking and chocolate brand. Kane worked there as Operations Manager and brought in his retail and brand experience. But at the back of his mind it was long since clear: it had to become something of his own.

The name? It came from his dad. Because as a child Kane seemed to ask for pocket money to buy sweets non-stop: «Ask Mummy & Daddy». A name everyone understands – and one that carries exactly that playful, nostalgic joy.

The big breakthrough then happened in a way you rarely learn at school: Kane simply rang Selfridges. Cold. No contacts, no insider knowledge – only drive, honesty and belief in the product. He really did get a meeting with the confectionery buyer – and shortly afterwards the first order. Surreal? Rather.

Today Ask Mummy & Daddy is no longer «Kane's bedroom project» but a brand that sits in leading stores across the UK – and is now opening doors in Australia, New Zealand and Hong Kong too. The aim stays the same: not to stand still. To keep developing new creations, deliver great flavours, make gifts for every occasion – and push boundaries.

Thank you for being part of the journey. 💛
Follow along: @ASKMUMMYANDDADDY

Why we love Ask Mummy & Daddy

• A bold founder story with a genuine «do it anyway» spirit
• Creative gift ideas for apéro, birthdays, little presents to bring along and small highlights
• Surprising flavour worlds – always with a wink