Coconuts Organic

Idea

Introduction

Coconuts Organic was founded in 2015 by Cecily Mills, a BBC Dragon’s Den winner and former senior manager for two major chains in the UK retail industry.

In less than 5 years since launch and with a staff of only 3, we have won 7 Great Taste Awards, been listed in 3 major UK supermarkets and became the fastest growing Wellness Ice Cream brand in the UK according to Nielsen, as of May 2020.

Coconuts Organic is one of only 2 mainstream organic plant-based ice cream brands in the UK. Our high quality organic ingredients create the creamiest ice cream totally free from dairy. Our products are positioned to tap into the fast-growing global mega-trends of healthier eating and sustainable food.

2021 will see us rebranding our range, taking the name of our founder Cecily, and emphasising our Cornish provenance on the front of pack.

Substantial accomplishments to date

1. As of May 2020, Coconuts Organic was the fastest growing wellness ice cream brand in the UK

2. Our expertise and proprietary recipes deliver the creamiest plant-based ice cream on the market

3. Our products have been proven on the shelves of 3 major UK supermarkets

4. Coconuts Organic is positioned at the core of one of the most attractive growth stories in the food industry today: the global plant-based and organic food mega trend

5. We have developed exciting new product innovations coming to market in the next 6 months including new formats, snacking sizes, flavours and ground-breaking sustainable packaging that will accelerate our growth

6. Beautiful new pack designs will improve brand standout and mainstream appeal, communicating our Cornish provenance and taste credentials

7. Our outsourced manufacturing model means we have low operating risk and low capital expenditure requirements as we grow

8. To date we have closed 3 seed investment rounds at higher valuations each time

9. Strong investment activity in the wellness ice cream segment validates our market proposition

10. Our founder-led team has a winning combination of vision, experience and execution skills to deliver our ambitious growth plan

Monetisation strategy

We sell most of our ice cream via UK supermarkets, including online retailer Ocado. We will be looking to expand into new meal occasions in 2021 too, and our new products target in-home and on-the-go snacking.

International sales are currently a small part of our business but an area with huge potential for growth. We have a clear plan for penetrating Asia Pacific markets, especially China, Singapore and South Korea, where the population growth and disposable income combine with a strong demand for British provenance brands

We have recently launched our own e-commerce (D2C) platform and intend to grow this platform significantly over the coming year.

Our growth will be supported by:

- outstanding NPD. We have 4 new ranges lined up to launch next year, each one bringing something entirely new to the category

- integrated marketing programme that drives consumer demand across all channels & builds consumer advocates

Use of proceeds

We've spent the last few years proving our concept. We have an incredible product that we can deliver at a mainstream price tag, and the market trends are all in our favour.

Proceeds from this raise will be used to:

- grow our sales and marketing team

- grow our eCommerce channel

- invest in marketing activity that will create consumer demand for our products

- scaling our operations

The time is now to take Cecily's ice cream mainstream.