'When you're small, focus on your core proposition'

Mindful Chef has caught on to a new trend in eating - recipe boxes. They contain all the ingredients for an evening meal, which customers cook at home. The firm now delivers 20,000 meals a week. But as it was growing, founder Giles Humphries found the greatest challenge was fending off pressure from financial backers to diversify and sell a host of other things.

Video journalist: Jeremy Howell