Harpreet Kaur executes market move in market

Harpreet Kaur’s Dessert Startup Shuttered Amid Pandemic Fallout

Deal Background

Harpreet Kaur, the winner of the 2022 season of BBC’s The Apprentice, founded a dessert company called Oh So Yum in 2015 alongside her sister Gurvinder Kaur. The company secured a £250,000 investment from Lord Alan Sugar when Harpreet won the show, but Lord Sugar exited the business in July 2023. Harpreet herself left the company in October 2024, leaving her sister in charge.

Motivations and Implications

The COVID-19 pandemic proved challenging for Oh So Yum, with lockdowns and changing consumer behavior disrupting the company’s established retail model. In response, the directors pivoted to increased online sales and delivery platforms like Just Eat and Uber Eats. However, high platform fees and rising overheads amid post-pandemic economic conditions impacted profitability.

The company was unable to return to pre-COVID levels of performance, leading Lord Sugar to exit his investment. Harpreet Kaur then left the business, with her sister Gurvinder unable to steer the company back to sustainable growth. Ultimately, the company’s liabilities exceeded its assets, leading to its placement into voluntary liquidation in October 2025.

Sector and Market Signals

• The collapse of Oh So Yum highlights the ongoing challenges facing the food and hospitality sectors as they grapple with the lingering effects of the pandemic.
• Businesses that relied heavily on physical retail locations and were unable to effectively pivot to online/delivery models have struggled to maintain profitability.
• High operating costs, including delivery platform fees, have squeezed margins for many F&B startups, underscoring the need for efficient operations and diverse revenue streams.

Immediate Outlook

With Oh So Yum entering liquidation, the future of the brand and its assets remain uncertain. The liquidators will work to maximize recoveries for creditors, while Harpreet Kaur has indicated she is moving on to new entrepreneurial ventures.

The collapse of this high-profile startup founded by a former Apprentice winner serves as a cautionary tale for businesses in the food and hospitality sectors. Adapting to post-pandemic consumer trends and managing rising costs will be critical for survival and growth going forward.

Key Takeaways

• The pandemic has had a lasting impact on the food and hospitality sectors, with businesses reliant on physical retail locations struggling to pivot effectively.
• High operating costs, including delivery platform fees, have squeezed margins for many F&B startups, underscoring the need for efficient operations and diverse revenue streams.
• The collapse of Oh So Yum, founded by a former Apprentice winner, serves as a cautionary tale for businesses in the sector, highlighting the importance of adapting to post-pandemic consumer trends and managing rising costs.

Sources

• City AM – London