Wedding! Honeymoon! Recipes! Snacks company bringing Flavours Around The World to You.
Business overview
Location | Birmingham, United Kingdom |
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Social media | |
Website | familysecret.co.uk |
Sectors | Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C |
Company number | 09464530 |
Incorporation date | 15 Mar 2015 |
Investment summary
Business highlights
- Launched Proppadoms with WHSmith into 5 countries across Europe
- Launched Proppadoms into Booths, Cress Co,Epicurium,Kibsons Dubai
- Launched Poppadoms&Dips box into Virgin Atlantic, Easyjet
- Launched Snack box with Transpenine Trains
Key features
Idea
Introduction
The Family Secret story began from a honeymoon experience around the world writing down recipes from local hotspots in Thailand, India, Morocco, China, and Bali. Being Inspired by these recipes we launched a range of Ambient cooking sauces using real ingredients, no preservatives and hitting sustainable trends such as gluten free and vegan.

We complimented our sauces with snacks boxes still based on our core ethos ‘Flavours from Around the World’. It was important for us to diversify our product range to help protect our business and increase sales channels.

The cooking sauces gained moderate success in varying retailers and achieved great taste awards; however, it became clear that after extending our range of snacks, this side of the business started to see bigger success.

We are on a mission to become an innovator in healthy snack & beverages within Retail, Aviation, and the travel Sector.
Substantial accomplishments to date
We started our journey through the traditional channels; Wholesaler’s, independent deli stores, garden centres, food shows, farmers market etc you name it we were there…. We had a story to share, consumers are forever more health conscious, and we are on a mission to fill this gap. Any start up is tough and we are very versatile at making sure we continue to innovate and expand. Our proppadoms were born from the pandemic and our products are now spanning across multiple retailers, wholesalers, airlines, train lines as well as distribution in the middle east.

✈️ Easyjet
🌍 WHSmith across 5 countries
🚀 Booths
🛍 Cress Co
🛒 DDC Wholesale
🍴Epicurium
🌎 Kibson Dubai

Aviation is delighting customers with exquisite in-flight experiences, offering our product the ‘Indian poppadom snack box’, which entails good source of ingredients, while also remaining environmentally sustainable. The global inflight catering market is set to be worth $21.5 Billion by 2024 and we have only just taken a small piece of the pie, the sky really is the limit.

Family Secret was selected from thousands of starts up’s to debut our products on national TV, BBC show Dragon Den, this was a clear marketing opportunity to really expose our brand to a wider audience.

The consumer trends and purchase behaviours have shifted through time, for us everything changed. Our personal experience having an emergency spinal operation for Co Founder Harmeet was a driving force to ensure we had our mental health at the forefront of our minds. What we fuel into our body really does matter, however how do we know what is right for us?
I welcome you to our new product under early stage development, iVitify!
This will become an app that will detect vitamin deficiencies through Ai app technology and then we will aim to provide vitamin enriched F&B products to help with any deficiency and to aid with consuming healthier diets.
A new service offering, and tapping into the health and wellbeing sector worth 594.1 billion. Yet again we innovated from adversity to a potentially game changing product.

Monetisation strategy
Our journey has led us to a black book of clients, this will allow us to collaborate on a better offering and expand further afield. Our sales come from varying channels such as wholesalers, like Cress Co, DDC, Epicurium, Holly’s Fine Foods. We will look to add other wholesalers in due course to get us UK coverage.
Retailers are core to our sales, having already successfully gaining listings with Booths, WHSmith, Ocado. We are in conversations with other retailers such as Cost Co again allowing further reach to more consumers.
With iVitify being our new product under developement, it will potentially open further sales channels such as, gyms, wellness centres and many more. We will look to have a subscription model for our app and our products via a D2C method. Furthermore Having iVitify products on shelves and in retailers will enable us to market and advertise our app which will be highlighted on the back of packaging.
Use of proceeds
Develop the companies brand awareness strategy and messaging for its different products.
Create marketing and advertising narrative to launch across social media channels. Previously been done with minimal marketing spend & just word of mouth, the organic way!
Increasing our digital presence building more direct-to-consumer campaigns. Build further functionality to support the app development.
Creating further product development while also being sustainable.
Increasing distribution overseas, by partnering with further, Airlines, Distributors, ecommerce platforms such as Amazon, Shopify and obtaining further Retailers listings abroad.
Gaining more traction also means supporting current listings with promotions and PR
Key Information
Loan disclosures
The business has the following loans.
A Flexi-loan from Iwoca with £10,085.04 outstanding at an interest rate of 3.65% per month The loan is repaid in monthly instalments of £1,449.85 with the final amount due 19/09/2023.
A loan from Cashflow Ltd with £43,501.24 outstanding at an interest rate of 27.38% per annum. The loan is repaid in monthly instalments of £913.68 with the final amount due 01/02/2026.
The funds raised from this round will not be used to repay these loans.
Outstanding Charge
The business has an outstanding charge on Companies House from Sire Invoice Finance Limited, that relates to a revenue financing line of £40,000 that they have access to. This is not currently being used by the business.
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