Made For Drink

Idea

Introduction

Made For Drink makes a range of simple, unique and totally delicious snacks that pair beautifully with a drink.

We are on a mission to make our evenings together as happy & delicious as they can be and take a share of the $183bn premium global snacks market.

We started from our village hall in 2016, supplying Heston Blumenthal’s The Fat Duck Group.

To date, we calculate that we’ve sold over 1.5 million packs, proud to call the likes of Waitrose, Brakspear, Fortnum’s, Booths & Sainsbury’s as customers and English Heritage, Molson Coors & Champagne Laurent-Perrier as partners.

And we do business the right way: In March 2020, we pioneered the trial of plastic-free packaging in major UK retail (Sainsbury's & Waitrose) and established The Exmoor Carbon Project to help offset the impact of our business (CO2 and Biodiversity loss).

Our efforts being recognised in 2022 by winning the prestigious Edie Sustainability Leadership Award for Best SME.

Substantial accomplishments to date

In Nov 2016, I took the idea of Made For Drink to the very best pub I could think of, Heston Blumenthal’s The Fat Duck Group. In the following January, I was supplying Heston Blumenthal, Rick Stein and Fortnum & Mason’s from my village hall.

Since then, we've gone on to achieve a lot:

- We estimate that we sell a pack every 45 seconds

- We calculate that we have sold 1.5 million packs to date

- Established our own SALSA accredited manufacturing in 2018

- Unlocked 117% Compound Annual Growth Rate over the last 5 years*

- Driving category growth for our customers: In 2020, we were the fastest growing meat snacks brand and the sixth biggest contributor to category growth (Nielsen Total Market 52 weeks to Oct 2020)

- Unlocked Major UK retail listings

For example; Waitrose, Ocado, Booths, Daylesford Organic, Harvey Nichols, Wholefoods, Sainsbury's, The Fat Duck Group, Fortnum & Mason, Partridges, WH Smith & Brakspear Pub Co.

- Unlocked Major Brand Partnerships:

These have included; English Heritage, Molson Coors, Sharps Brewery & Champagne Laurent-Perrier

- Securing Multiple Awards for our product quality:

For example, Great Taste Awards, Quality Food Awards, Manufacturers Excellence Awards, Product Excellence Awards, Great British Food Award, Edie Sustainability Leadership Award

- Making major fans along the way:

"They're excellent" Rick Stein | "A real treat" Michel Roux Jr | "The ultimate summer snack" Grace Dent | "Highly Addictive" BBC Good Food

*Based on unaudited management accounts.

Monetisation strategy

We design, manufacture and distribute premium packaged snacks.

- We generate revenue by selling our products through two channels:

Business to consumer (B2C) e.g. www.madefordrink.com & Amazon Prime

Business to business (B2B) i.e. Sainsburys, Brakspear Pubs & Cotswold Fayre

- Our business revenue is currently split:

15% B2C / 85% B2B

- Our aim is to generate a revenue split in the future that looks more like:

35% B2C / 65% B2B

- We generate profit by selling our products for more than we make them.

B2C has the potential to generate the greatest gross margins.

Use of proceeds

We have established our business & brand in the market over the last 5+ years and proved our concept.

The savoury snacks market is estimated to be worth $183bn globally by 2023.

With £600k of investment, we intend to invest in and achieve a new business model that is fit for scale. Specifically investing in the right capability (team), marketing and working capital to execute the following plan.

1. Step change our operating model by Sept 2022: Outsource the making and distribution of our products to experts to scale. Allowing us to focus on our strengths; sales, marketing & product development.

2. Build the right team & leadership for scale by Sept 2022: Appointing Mark Young to Managing Director (Previously at PepsiCo and Carabao Energy Drinks).

3. Build a path to profitability.

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