The UK's craft peanut butter. Our aim: to inspire and create the tastiest peanut butter on Earth.
Business overview
| Location | London, United Kingdom |
|---|---|
| Social media | |
| Website | mani-life.com |
| Sectors | Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C |
| Company number | 09617757 |
| Incorporation date | 1 Jun 2015 |
Idea
Introduction
We are a craft peanut butter brand...
Who source the finest ingredients from farmers we know and love...
However, it is our unique approach to roasting and blending that makes
ManíLife...
...the best tasting peanut butter in the world.
Intended impact
ManíLife brings craft culture to peanut butter, a booming market.
Where growing incumbents talk about adding nothing; celebrating 'natural nuttiness' and 'fitting more nuts in', we talk about doing more; masterfully roasting and blending the best peanuts from a single farm to create mind blowing products (we add nothing too...).
ManíLife was created out of a chance meeting with the people behind our partner farm in Argentina. I fell in love with them (and their peanuts) and came home in 2015. We imported a ton of their crop, but the day it arrived our manufacturing partner pulled out. That summer two blenders, 45 friends and a rugby kitchen came together - ManíLife was born.
Our products delight and our story inspires. It's as much about the community as it is about the peanut butter.
Many things drive ManíLife but paying back the countless people who've volunteered along the way tops the list.
Many people volunteered to help make ManiLife what it is today - even Stu's Gran.
Substantial accomplishments to date
Sales growth:
• Grown monthly sales from £9,665 in August 2017 to over £70,000 in August (7.3x)*
• Grown Quarterly sales from just over £35,000 to August 2017 to £141,978 to August 2018 (4.0x)*
• Now sold in over 1,200 stores
• Food service partnerships that will feed ManíLife to an estimated 750,000 people/year - this includes Gousto, HelloFresh, Mindful Chef, CrossTown Doughnuts, Mae Deli and Pod Restaurants
• Stocked in many renowned high street retailers - this includes Holland & Barrett, Marks & Spencer, Booths, Selfridges with many more to come including Ocado
Team & Products:
• Grown from a full-time team of one to a full-time team of six
• Launched ManíLife snack pots; a mini pot format that takes peanut butter out of the spreads aisle - we are in commercial negotiations to launch these into:
2 national retailers, 1 major hotel chain, 1 national bakery chain, 1 national train operator.
*Based on unaudited management accounts
The first 9000 pots were packed by this lot in 2 nights using piping bags days after receiving an order from Gousto.
Press:
• Voted top healthy food brand to look out for by 'About Time' Magazine.
• Further press coverage in The Telegraph, The Grocer and The Independent.
• 2 x Quality Food Awards including a 'Gold Q' for 'Best in Ambient'.
• Launched the UK's only Deep Roast Peanut Butter - subsequently voted the tastiest peanut butter in the UK (and the only 10/10) by The Sun and Metro.
Monetisation strategy
We sell delicious food products at a margin.
Our customers include:
• Direct to consumer (events and online)
• Direct to retailers, cafes and bakeries
• Direct to recipe box providers
• Indirectly (through wholesale) to retailers, cafes and bakeries
Use of proceeds
43% People
• Y1 we want to grow our sales team by two, our marketing team by one and our operations and technical team by two.
25% Marketing (primarily sampling)
3% Rebrand
Remainder – working capital, NPD, legal and professional
Please note that the company as the following debts:
(1) a business loan with a balance of £29,000 that is being repaid at the rate of £480 a month. The proceeds of the campaign will not be used to repay this loan.
(2) a bridging loan of £25,000. The company intends to repay this loan using the proceeds of the campaign.
Market
Target market
Our target market is the 33% of UK consumers who are willing to pay more for craft products.
They overlap with the following demographics known to be growing:
• Free from customers
• Veggie/Vegan community
• Health and Fitness community
Characteristics of target market
• Appreciation of value over price
• Foodies - generally cook for themselves
• ABC1 peanut butter consumer who will trade up
• Health conscious but taste focused
• Range of ages - we speak to 21-35 year olds but are purchased by people as old as 80
Marketing strategy
From our experience at events and tasting sessions:
• People who taste ManíLife tend to buy it.
• Non peanut butter consumers who taste ManíLife Deep Roast are often converted to peanut butter.
• People who hear ManíLife's story are inspired by it and tend to buy in.
Our marketing strategy therefore revolves around:
• Driving mouths per hour.
We will do this via:
• Proliferation of ManíLife minis - recipe boxes, cafes, hotels, retail locations outside of the spreads aisle etc.
• Branded food service - marketing ManíLife as an ingredient to cafe and bakery chains.
• In and out of store samplings
• Spreading ManíLife's story
We will do this via:
• Driving PR
• Social Media Engagement
• Community Engagement
• Events
• Public speaking occasions
Competition strategy
There are 3 major players in Peanut Butter - Whole Earth, Sunpat and Meridian.
We split the market into 3 categories.
Naughty but nice:
• Sunpat is stagnant
Add nothing do nothing:
• Pip & Nut 71% YoY growth
• Meridian 35.2% YoY growth
• Whole Earth 16.1% YoY growth
Craft brands:.
• ManíLife 250% YoY Growth*
As the market undergoes further 'premiumisation' we believe the number of consumers entering our end of the market to increase naturally.
We will help drive this through expanding distribution and sampling.
ManíLife will maintain its competitiveness through continuing to innovate on formats and peanut products with the aim of maintaining our position as the tastiest peanut butter in the UK.
*Based on unaudited management accounts
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