Somerset Grill Co, a company inspired by the Argentinian tradition of Asado grilling, is making waves among outdoor cooking aficionados. Since its launch in 2020, this unique business has experienced rapid growth, doubling its size, bringing manufacturing in-house, and selling over 1,000 grills to date.
Founded by Ben Naylor, Somerset Grill Co began with a modest £7,000 government-backed Start Up Loan, followed by an additional £107,000 from SWIG Business Loan funding to accelerate growth and meet increasing demand. Start Up Loans, part of the British Business Bank, offers entrepreneurs personal loans up to £25,000 plus free mentoring to help their startups thrive.
Asado is more than just a cooking method; it is a social event rooted in Argentina, involving slow-cooking meat like steaks and chicken wings over a wood-fired grill. Ben explains, “Customers appreciate not just the food but the theater of cooking with fire. Using wood embers and basting with natural juices makes the flavors so much richer.”
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The idea originated while Ben served as a deck officer on the super-yacht Octopus, where he used a custom-built asado grill. Upon returning home, he discovered such grills cost upwards of $30,000, prompting him and his brother Tom, an engineer, to develop an affordable, garden-friendly version. Their early prototypes were crafted in a shipping container workshop in Taunton. By 2021, manufacturing was brought in-house and relocated to spacious premises totaling 4,000 sq ft, complete with a showroom near the A303.
Initially catering to individual customers, Somerset Grill Co expanded its product range to meet the needs of pubs and restaurants, launching the Grande series for commercial use. Earlier this year, they introduced the portable Asado GO! priced at £895, perfect for beach outings and mobile grilling.
For durability, serious enthusiasts can opt for the Cor-Ten steel version, treated with minerals to resist rust, the same technology used on iconic structures like the Angel of the North and motorway bridges.
Beyond grills, the company produces an array of accessories including rotisserie skewers, meat hooks, metal griddles known as “chapas,” and offers complementary outdoor cooking products compatible with popular brands like Big Green Egg.
Among the grill’s celebrity enthusiasts are England rugby player and TV pundit David Flatman, Somerset and England cricketer Tom Kohler-Cadmore, and WBA Super-Middleweight world boxing champion George Groves.
Business manager Rachael Taylor was instrumental in assisting Ben with the Business Loan process. “SWIG was fantastic,” says Ben. “It’s refreshing to speak to real people instead of navigating AI systems. Rachael made the process straightforward and efficient, helping me focus and streamline the business plan.”
Rachael adds, “Somerset Grill Co is a remarkable scale-up success. Ben has designed an affordable product for the mass market and strategically relocated manufacturing back to the UK, demonstrating impressive dedication and vision.”