Skinny Tonic™️

Idea

Introduction

Skinny Tonic™ is, to our knowledge, the first Zero Calorie, Zero Sugar, Nothing Artificial, all Natural Tonic Water in the UK.

Originally inspired by a diagnosis of type one diabetes at the age of 23, Ian has created a tonic water that allows him to enjoy a G&T without the fear of his blood sugars spiking.

Having tested the product on family and friends in the early days, it was the introduction of the natural sweetener stevia, that allowed Ian to create the first 100% natural, zero calorie tonic water.

Since the start of Ian’s dream in 2014, Skinny Tonic is now listed nationwide with a major retailer and outselling some of the big boys like Schweppes 1783.

Ian has now set up a bespoke fully automated manufacturing plant capable of producing 6,000 cans per hour.

Our mission is to become the no.1 ‘Natural Slimline Tonic Water’ so join us and let’s revolutionise the mixer drinks market.

Funding Round Details

Please note, that this round forms an extension of an additional £265,358 raised between July and September 2019. Share price for this raise remains the same.

Intended impact

So here is some information on the market.

Based on Kantar research, the magazine The Grocer estimates that the UK jam is a £107 million market place, marmalade represents £57 million and savoury condiments are worth more than £1 billion. This doesn’t include the opportunity for Food Service… And there are a lot of café’s, restaurants and hotels that could definitely go Rogue.

We’re raising money on Seedrs so that we can grow our distribution and stockists, ensuring our wholesalers always have the stock they need to push. Increase our rate of sale, brand awareness and invest in our marketing strategy significantly.

We want to develop our packaging, so that we truly stand out on shelf and embody the Rogue experience, working with a top London branding agency who’s worked with clients such as Beefeater Gin, Royal Salute and Wessex Gin.

We require investment for sampling activity and getting our hands in front of the decision makers of major multiples, premium independents and chef’s!

We’re also revising our price point MASSIVELY, while retaining our margin. Our RRP will now be £3.50 - £4.00 in key premium independents and £3.00 - £3.95 on Ocado. Last year our RRP was £4.95 - £5.30.

Substantial accomplishments to date

Rogue started in July 2017, with 2 maslin pans and £500. I (Asher) was full time on the business from the beginning, as we produced, tested and sold a range of more than 35 flavours at national events over an 18 month period at £6.50.

We gained invaluable insight into what our audience were looking for, selling thousands of jars. It wasn’t long until Sainsbury’s & Ocado approached us, in September 2018 but we needed outsource production.

So from January – April 2019 we’d spent time and investment on refining the flavours to ensure they were the same quality our audience loved.

In April 2019, we’d delivered stock to our first speciality wholesaler in Diverse Fine Food, creating distribution links across the country.

In September 2019 we’d started our trial with Sainsbury’s for 14 weeks.

It’s Q1, 2020 and we’ve already won new listings thanks to the number 1 speciality wholesaler in the UK, Cotswold Fayre.

And we are set to launch on Ocado with our Jams and Marmalades.

Our ambition for growth is HUGE and that’s why we need YOU.

Monetisation strategy

While our flavours are innovative, our business model is simple.

1. We outsource our manufacturing process, to a facility that can produce our product at scale

2. We will distribute Rogue to our wholesalers and Ocado.

3. We will sell direct to consumers via our website.

4. Our intention is to build links to export markets ready for 2021.

Our intention is to list with at least 5 – 10 independent retailers in every county in England and Wales and 5 independent retailers in every borough in London. The majority of our range will be retail between £3.50 - £4.00.

We’re raising so that we can deliver samples to these decision makers.

We intend on supporting our listings with promotional activity, taster sessions, events and brand awareness via our social media accounts.

The money should allow us to develop our direct to consumer online sales via Amazon & Website.

We plan to sell direct to consumers via national events in England in Wales, growing our brand awareness and supporting our stockists.

Our focus is on winning listings with our independents as a case study for a major multiple.

Use of proceeds

Marketing Spend (30%):

10% of sales turnover per customer will be invested into the marketing budget e.g. promotion to help ensure growth. Consumer Shows should provide instant revenue for the business and build brand awareness. Instore sampling, influencer activity, brand giveaways, Instagram and Facebook advertising investment will be partially subsidised by website orders. Investment in vouchers and PR will only be when he have confirmation of launching in a major multiple in Q4 2020.

Working capital (40%):

All stock is sold to our wholesalers by the layer, 32 cases per layer. Working capital will allow us to gain better price breaks on stock.

Building the team (30%):

Asher will be full time, focusing on the running of the business and growing. Anita & Gerry will be part time. Marketing Manager & Supply Chain manager will be hired following Major Multiple launch and export wholesalers in 2021.