Jump to:

Family Secret hero image

Family Secret

Follow

Wedding! Honeymoon! Recipes! Cooking sauces & Snacks company bringing Flavours Around The World to You.

157%
 - 
Funded 29 Sep 2020
£80,000 target
£147,070 from 204 investors
More
Less

Business overview

Location Birmingham, United Kingdom
Social media
Website familysecret.co.uk
Sectors Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 9464530
Incorporation date 15 Mar 2015
More
Less

Investment summary

Type Equity
Valuation (pre-money) £941K
Equity offered 11.79%
Tax relief

EIS

More
Less

Business highlights

  • Coop, Ocado, Blakemorefinefoods, Cotswold Fayre, Avanti Trains
  • Anthea Turner (Media Presenter) is our brand Supporter
  • Recyclable & fully perishable plastic packaging once in landfill
  • Finalists, Family Business Entrepreneur 2019, GBE Awards
More
Less

Key features

  • Secondary Market
  • Seedrs nominee min. £10.32 +
  • Pay by Bank payments not accepted

Idea

Introduction

How it all kind of began. Wedding! Honeymoon! Recipes! Family Secret!

shh...shall we let you into our Secret? Our company began with myself and my wife travelling around the globe on our honeymoon, whilst eating our way through our travels we met some amazing people. The food we tasted was so fresh and authentic that we took inspiration from the very people we met; and their family secret recipes. We couldnt resist bringing these exciting new flavours back to the UK and guess what we did! Our sauces have won Great Taste Awards & they are low fat, low sugar, low calories, no added preservatives or additives and no compromise on flavour and taste. Launched in December 2016, our 7 cooking sauces are listed with retailers inc. Ocado, Coop Midcounties, Amazon, wholesale partners & cooking live on QVC.

What's more, we make sure that our packaging is earth-friendly. Our pouches are currently recyclable however we will be making our pouches fully compostable/biodegradable.

Substantial accomplishments to date

In Oct 2019 we launched our first to market Family Secret snacks box with Avanti Trains, previously Virgin Trains in 1st class.

Snack boxes flavour profiles included;

Mini poppadom with a mango chutney and aubergine pickle.

Mini thai crackers with sweet lemongrass chilli jam and lemongrass dip.

Mini prawn crackers with sweet chilli jam and honey and seasme dip

Mini crackers with Honey & Fig and Red Onion chutney

With the snacks market worth over $605 billion globally, we strive to take a chunk of this with innovative new products

Inside the lid of each snack box we share our story for people to read how Family Secret began. Just a few great things that are currently happening within Family Secret camp:

- Filmed with Gordon Ramsay (this is actually a bit of a Secret!)

- Anthea Turner (Media Presenter) is our brand Supporter

- Finalists for The Midlands region of the Family Business Entrepreneur 2019, via Great British Entrepreneur Awards

- Winner of Best Pitch in the West Midlands 2019 via Pitchfest at Venturefest

- A Virgin Start Up Company, with mentors from Virgin

Monetisation strategy

We are already a revenue producing company. Our aim is to produce products that are new to market, whether this is via new packaging formats, or newer flavours, rest assured we will be looking to enhance and innovate within the markets we operate in. Already in a growing number of retailers, we are now in discussions with Tesco's around including us in their next range review. Tesco & other retailers are looking for innovative packaging solutions to drive down plastic waste. Once we have invested in our new packaging format, we believe it will be a desirable USP that will give us an advantage in the marketplace.

On top of our retail drive we aim to develop and work on our Direct to Consumer offering and grow this side of the business, we are looking to further develop our Ocado and Amazon listings. In talks with an agency who will help establish our products on Amazon over in the USA and North America. Pre-Covid 19 we had deals with Train companies and Airlines such as Jet2 Airlines, and we will look to re-establish these.

Use of proceeds

We are expanding our product portfolio and will be introducing 4 lines of flavoured poppadoms. "PROPPADOMS" Poppadoms Done Proper! Our Poppadom and Prawn cracker snack boxes have the go ahead for a listing with Co-op, along with the aim to add newer snack boxes, again with acceptance from Co-op.

Cooking sauces market worth £752 million in the UK alone. We will expand our range of cooking sauces to offer a wider, diverse selction of mouth watering flavours, African, Korean, Iranian etc. Shake up our website and allow more seamless activity not only to encourage more purchases, but to allow our consumers to find newer recipes and to learn more information about us. We will produce more recipe videos to show how easy it is to create new tasty dishes from home. Continue spreading the Secret and so advertising with the likes of advertising behearmoths such JC Decaux and Clear Channel. We are working with them on their small business nurturing programme to help drive sales.

Open an account to get access to the team members of Family Secret

Sign up

Already have an account? Log in

To comply with financial regulations, we can only show full campaign details to registered users.

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

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.

Tax Relief (SEIS)

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.

Tax Relief (EIS)

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 (pre-money)

Valuation rounded from £940,969

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • 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 shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

Find out more

Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

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.

Find out more

Direct investment

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

Find out more

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, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, 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.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.