Purearth

Idea

Introduction

Purearth is a UK based, innovative health and functional drinks brand with a range of vegan, organic, plant-based products. As well as being one of the UK's leading Juice Cleanse businesses, Purearth was the first to launch Water Kefir into the retail channel and now has an extended portfolio which includes raw fruit and vegetable juice, premium nut milks and health shots.

Operating a multichannel model including a Direct To Consumer site in triple digit growth, the brand has seen a rapid acceleration over the last year, driven by a combination of increased consumer demand, a wider reaching communications strategy and the addition of experienced industry leaders to the business.

All Purearth products are vegan, organic and plant-based, with no artificial ingredients, hitting all of the key trends in the food and beverage marketplace. Furthermore, the use of glass instead of plastic bottles and recyclable materials in all packaging sets Purearth, to our knowledge, apart from its competition.

Substantial accomplishments to date

The Purearth business has experienced significant growth over the last 18 months, with both financial and key customer metrics continuing to see both Yr/Yr and month on month gains.

Key highlights are:

· +108% Yr/Yr Revenue growth*

· Gross Margins of 30%+*

· US launch in October ‘21

· Voted Independent’ Best Juice Cleanse

· Winner of multiple Nourish Awards

· Trust Pilot Rating of 4.6

The brand has also achieved signifcant press coverage and expert endorsement over the last 2 years and has built a loyal customer base including many high profile celebrities and journalists

Monetisation strategy

From immunity to sustainability, a number of trends are contributing to the growth and premiumisation of the category, with Purearth well placed to capitalise. While consumers are willing to pay more, they are also expecting more benefits from their drinks, with science backed messaging being key in decision making.

Adopting products into daily life and making them accessible is key to fast and sustained growth. Purearth’s portfolio has breadth across both of these elements, combining entry point impulse products with premium priced, higher engagement SKU's.

With UK-wide retail availability through the likes of Ocado, strong physical store presence in speciality retail and a broad wholesale customer base, the brand aims to accelerate growth through increasing awareness and driving trial amongst key audiences via new listings across all verticals. A full US launch with leading e-commerce retailer Iris Nova is agreed for Oct 21 with both European & Far East launches planned for Q1 ’22.

Use of proceeds

Funds raised from this investment will be focused on initiatives to accelerate sales growth across all channels. These will include the expansion of our sales and marketing programme, engagement of brand ambassadors, the development and launch of a Purearth app and increased direct investment with our retail partners for listings, distribution, promotions and shopper marketing.

Additionally, we will upskill our people resources in this financial year and increase sales headcount in FY 21/22 to step change retail and wholesale availability and customer numbers

Upweighted Brand Marketing - 35%

E-Commerce Platform Enhancements - 9%

Customer & Shopper Marketing - 41%

Upskilled & Upweights Headcount - 15%