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blend my day

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Delivering healthy breakfasts straight to your door in the UK and France.

186%
 - 
Funded 22 Nov 2020
£100,000 target
£189,091 from 194 investors
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Business overview

Location London, United Kingdom
Social media
Website www.blendmyday.co.uk
Sectors Food & Beverage Digital B2C
Company number FC037095
Incorporation date 26 Apr 2018
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Investment summary

Type Equity
Valuation (pre-money) £1.9M
Equity offered 8.95%
Tax relief

SEIS

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Business highlights

  • Investment in campaign up to £190k is eligible for SEIS
  • Experienced founder who has already sold his first company
  • 20,000 breakfasts sold to date
  • Disrupting the massive $20b breakfast market (UK + FR)
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Key features

  • Secondary Market
  • Seedrs nominee min. £10.08 +
  • Direct investment min. £20,000.00 +
  • Idea
  • Key Information
  • Team
  • Updates
  • Investors 194
  • Discussion
  • Documents

Idea

Introduction

Everyone knows that breakfast is the most important meal of the day. But our busy lifestyles lead us to often skip it or grab sugary processed options which leave us feeling hungry and tired by mid-morning.

With blend my day, you won't have to compromise on taste, nutrition or convenience any more. We create, produce and deliver delicious and nutritionist-approved wholefood breakfasts which can be freshly prepared in under a minute. From our iconic range of ready-to-blend smoothies to our new range of ready-to-soak oats bowls, you can say goodbye to morning rush and to mid-morning cravings. Our products are suitable for all diets as they are 100% plant-based, gluten-free and dairy free.

The breakfast market is massive, worth £20 billion in the UK and France alone. Yet, we believe, there has been very little innovation or new exciting products in that space. We want to fill this gap, and become the leading healthy breakfast subscription service in the UK and in Europe.

Substantial accomplishments to date

2018:
- March: Alex starts to work full-time on the project - bootstrapping it.
- October: Launched blendmyday.com in France with nationwide delivery and initial range of 12 ready-to-blend superfood smoothies.
- 1,000 products sold in first 4 months.

2019
- Move to a new shared food lab in the outskirts of Paris.
- Joined 1% FORTHEPLANET and pledged to give 1% of all our sales to environmental organizations.
- Raised £150k from Friends, Family and Angels.
- Reached 5k followers on instagram.
- Pop-up smoothie bars in premium gyms (Episod, Dynamo..).
- First listing at a leading online supermarket in France (Houra.fr)
- Launched 2h delivery slot booking (from 9am-10pm)
- Launched improved recipes after getting first feedback and reviews.
- Reached €48 (£45) Average Order Value in July, from €30 a year before
- 8,000 total products sold by end of year

2020
- Launched an innovative range of 4 ready-to-soak "all-in-one" oat bowls (already accounting for 50% of sales)
- Launched a foodservice pilot with major food chain in France
- Expanded in the UK (blendmyday.co.uk) with nationwide delivery
- 50% monthly returning customers in France in Sept 2020 (without subscription plan)
- 10k followers on instagram
- 20,000 products sold to date

Monetisation strategy

We generate revenue from customers purchasing our products on our 2 e-commerce websites: blendmyday.com (France) and blendmyday.co.uk (UK).

Right now, customers can create and order a custom box of 6, 9 or 12 blends on a one-off basis. But we are about to launch a flexible subscription plan giving a permanent discount as well as free shipping. This will further increase our order frequency and Customer Lifetime Value which, with increased supply chain efficiencies, will ultimately aim us towards profitability.

Besides our main direct-to-consumer channel, we are looking to add 2 more channels in the next 6 months:
- Foodservice: we already have some B2B sales (pilots) and will be looking to launch a dedicated foodservice range by spring 2021 with a first major deal in place
- Online retail: we are in discussion with some third party food delivery services in the UK to open a branded store.

Use of proceeds

We have great products that our customers love (4.6 av. customer rating) and a scalable platform (production, e-commerce, delivery) to grow the business and our mission forward in 2 major European Markets.

The money raised will be used to:
- launch a subscription plan to drive repeat purchase and lifetime value
- invest in marketing to grow awareness and drive sales
- build the team in the UK (growth & operations)
- launch new breakfast recipes and formats as well as a foodservice range

Key Information

The company has the following outstanding loans:

Two COVID - State guaranteed (French) loans with a total of €60,000 outstanding. An average interest rate of 0.47% APR and to be repaid in June 2027. Repayments to commence in July 2022.

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

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Seedrs Limited is authorised and regulated by the Financial Conduct Authority (No. 550317).

© Seedrs Limited 2021. All rights reserved. Seedrs is a registered European Community trademark (No. 008771537) and registered United States service mark (No. 85423072) of Seedrs Limited, a limited company registered in England and Wales (No. 06848016), with registered office at Churchill House, 142-146 Old Street, London EC1V 9BW, United Kingdom, VAT No. GB 208 3065 32. Seedrs.com is a website owned and operated by Seedrs Limited.

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This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.
This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.
Valuation rounded from £1,899,744

Pitch type

There are 4 types of investment pitch available on Seedrs.

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