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Family Secret

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Wedding! Honeymoon! Recipes! Cooking sauces & Snacks company bringing Flavours Around The World to You.

157%
 - 
Funded 16 Oct 2020
£80,000 target
£147,070 from 204 investors
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Business overview

Location Birmingham, United Kingdom
Social media
Website familysecret.co.uk
Sectors Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 9464530
Incorporation date 15 Mar 2015
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Investment summary

Type Equity
Valuation (pre-money) £941K
Equity offered 11.79%
Tax relief

EIS

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Business highlights

  • Coop, Ocado, Blakemorefinefoods, Cotswold Fayre, Avanti Trains
  • Anthea Turner (Media Presenter) is our brand Supporter
  • Recyclable & fully perishable plastic packaging once in landfill
  • Finalists, Family Business Entrepreneur 2019, GBE Awards
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Key features

  • Secondary Market
  • Nominee investment min. £10.32 +

Idea

Introduction

How it all kind of began. Wedding! Honeymoon! Recipes! Family Secret!

shh...shall we let you into our Secret? Our company began with myself and my wife travelling around the globe on our honeymoon, whilst eating our way through our travels we met some amazing people. The food we tasted was so fresh and authentic that we took inspiration from the very people we met; and their family secret recipes. We couldnt resist bringing these exciting new flavours back to the UK and guess what we did! Our sauces have won Great Taste Awards & they are low fat, low sugar, low calories, no added preservatives or additives and no compromise on flavour and taste. Launched in December 2016, our 7 cooking sauces are listed with retailers inc. Ocado, Coop Midcounties, Amazon, wholesale partners & cooking live on QVC.

What's more, we make sure that our packaging is earth-friendly. Our pouches are currently recyclable however we will be making our pouches fully compostable/biodegradable.

Substantial accomplishments to date

In Oct 2019 we launched our first to market Family Secret snacks box with Avanti Trains, previously Virgin Trains in 1st class.

Snack boxes flavour profiles included;

Mini poppadom with a mango chutney and aubergine pickle.

Mini thai crackers with sweet lemongrass chilli jam and lemongrass dip.

Mini prawn crackers with sweet chilli jam and honey and seasme dip

Mini crackers with Honey & Fig and Red Onion chutney

With the snacks market worth over $605 billion globally, we strive to take a chunk of this with innovative new products

Inside the lid of each snack box we share our story for people to read how Family Secret began. Just a few great things that are currently happening within Family Secret camp:

- Filmed with Gordon Ramsay (this is actually a bit of a Secret!)

- Anthea Turner (Media Presenter) is our brand Supporter

- Finalists for The Midlands region of the Family Business Entrepreneur 2019, via Great British Entrepreneur Awards

- Winner of Best Pitch in the West Midlands 2019 via Pitchfest at Venturefest

- A Virgin Start Up Company, with mentors from Virgin

Monetisation strategy

We are already a revenue producing company. Our aim is to produce products that are new to market, whether this is via new packaging formats, or newer flavours, rest assured we will be looking to enhance and innovate within the markets we operate in. Already in a growing number of retailers, we are now in discussions with Tesco's around including us in their next range review. Tesco & other retailers are looking for innovative packaging solutions to drive down plastic waste. Once we have invested in our new packaging format, we believe it will be a desirable USP that will give us an advantage in the marketplace.

On top of our retail drive we aim to develop and work on our Direct to Consumer offering and grow this side of the business, we are looking to further develop our Ocado and Amazon listings. In talks with an agency who will help establish our products on Amazon over in the USA and North America. Pre-Covid 19 we had deals with Train companies and Airlines such as Jet2 Airlines, and we will look to re-establish these.

Use of proceeds

We are expanding our product portfolio and will be introducing 4 lines of flavoured poppadoms. "PROPPADOMS" Poppadoms Done Proper! Our Poppadom and Prawn cracker snack boxes have the go ahead for a listing with Co-op, along with the aim to add newer snack boxes, again with acceptance from Co-op.

Cooking sauces market worth £752 million in the UK alone. We will expand our range of cooking sauces to offer a wider, diverse selction of mouth watering flavours, African, Korean, Iranian etc. Shake up our website and allow more seamless activity not only to encourage more purchases, but to allow our consumers to find newer recipes and to learn more information about us. We will produce more recipe videos to show how easy it is to create new tasty dishes from home. Continue spreading the Secret and so advertising with the likes of advertising behearmoths such JC Decaux and Clear Channel. We are working with them on their small business nurturing programme to help drive sales.

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This campaign for Family Secret has been approved by Seedrs Limited (trading as Republic Europe) ("Republic Europe", "us" or "we"), as of 25 June 2020 as a financial promotion. Republic Europe is authorised and regulated by the Financial Conduct Authority with firm reference number 550317. In approving this campaign, Republic Europe has concluded that the information, taken as a whole, is "fair, clear and not misleading." This means that for factual statements we have reviewed evidence of their accuracy, and that for aspirational statements we believe they are phrased appropriately in light of their speculative nature. You should note that in the case of factual statements, the evidence we review is provided by the business, and we do not audit it, which means that we may not be able to identify forged or altered evidence. You should further note that in the case of aspirational statements, the nature of the type of businesses presented on the Republic Europe platform is such that they are likely to have high ambitions, and we may approve statements that convey those ambitions even where we do not believe, or we do not have a view on whether it is likely, that they will be fully realised. The pre-money valuation and investment sought in the campaign are those set by the business: they are not reviewed or established by us, and the valuation is not an independent view of what the business is worth. Given the nature and type of businesses presented on the Republic Europe platform, it is possible that the business has very little cash remaining prior to receiving this investment, and the investment sought may be necessary for the business's on-going existence.

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Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £940,969

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It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Seedrs.

Pitch type

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Equity Offered

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Secondary market

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Direct investment

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Payment options

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Business Involvement

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Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

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Security Token

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