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ByRuby

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Seriously Special Hand Made Food sold online & via retail stores

113%
 - 
34 days left
£125,000 target
£142,209 from 60 investors
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Business overview

Location London, United Kingdom
Social media
Website byruby.co.uk
Sectors Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 10767605
Incorporation date 12 May 2017
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Investment summary

Type Equity
Valuation (pre-money) £1.7M
Equity offered 7.83%
Tax relief

EIS

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Business highlights

  • Winner of Best Startup in Great British Food Awards
  • Listing of 17 product lines at Wholefoods
  • 200% increase in sales online in March
  • Turnover increase of 50% year 1-2*
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Key features

  • Secondary Market
  • Seedrs nominee min. £11.04 +

Idea

Introduction

SERIOUSLY SPECIAL HAND MADE FOOD, THAT'S WHAT BYRUBY IS ALL ABOUT

With the frozen food market growing at a rate of 8.8% annually and UK ready meal sales worth £12 billion in 2020 the market is huge, we are in the perfect position to grow. In March our sales were up 200% online compared to the previous month.

30% of people identify as 'Flexitarian' and our menu reflects this way of eating less but better quality meat and fish. The British public is beginning to think more ethically about their food and its provenance. We only use British free-range or organic meat & sustainably sourced fish from British waters. Our vegetables are delivered fresh from Covent Garden Market every morning. Our menu is varied to appeal to broad tastes and dietary requirements

However much of a foodie you are, you sometimes just don't have the time to cook. At ByRuby we use ingredients you can trust so you can eat seriously special food at home byRuby

Monetisation strategy

DIRECT TO CONSUMER currently 70% of business

Online sales via our website - We manufacture and send our products direct to customers' homes

Average order value online is £68.00
Customer lifetime value is £225.00

WHOLESALE TO RETAIL currently 30% of business

We sell to a growing number of retail outlets and businesses from farm shops to small scale chains. We also sell to companies who use our meals to support the wellness of their staff

Average order value across wholesale channels is currently £435 - we believe this will increase considerably with larger accounts and pallet quantities

The market for pre-prepared meals is HUGE and 72% of shoppers are looking for healthier food options with less salt, fat and sugar. We not only fill this gap but also appeal to those who are busy with an ethical conscience

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Investing carries risks, including loss of capital and illiquidity. Please read our Risk Warning before investing.

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.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

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 £1,673,151

Pitch type

There are 4 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs.

Seedrs nominee

This shareholding type is available with this raise.

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Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This shareholding type is available and the minimum investment required to select it.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.