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Field Doctor

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Field Doctor make award-winning ready meals to support specific health conditions and goals.

120%
 - 
Funded 7 Jun 2022
£600,001 target
£723,202 from 253 investors
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Business overview

Location Bath, United Kingdom
Social media
Website www.fielddoctor.co.uk
Sectors Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 12118273
Incorporation date 23 Jul 2019
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Investment summary

Type Equity
Valuation (pre-money) £5.9M
Equity offered 10.97%
Tax relief

EIS

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Business highlights

  • Fast growth: £1M sales in 15 months since national launch *
  • Innovative: UK's 1st certified range of low FODMAP ready meals
  • Engaged community: 30k email, 10k social & Trustpilot excellent
  • Multi award-winning: 4 Great Taste, food innovative + health
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Key features

  • Secondary Market
  • Seedrs nominee min. £12.05 +
  • Direct investment min. £25,000.00 +

Idea

Introduction

At Field Doctor we believe in the power of food as medicine to help improve people’s lives.

Science-led, dietitian-designed and chef-made, our award-winning ready meals are condition-targeted and support a range of health goals and dietary choices.

There are millions of people in the UK who have conditions where food can have a positive health impact including IBS, Type 2 diabetes, mental health, women’s health, healthy ageing and heart disease.

We deliver direct to our customers and they simply heat and eat for 100% effortless health!

Substantial accomplishments to date

Innovative: Launched the UK’s first certified low FODMAP ready meals for people who have IBS, a condition that affects 1 in 10 people in the UK and in 2022 we intend to launch our next range for people with Type 2 Diabetes.

Sales: £1M sales in 15 months since national launch*.

2022 Fast Start: +275% Q1 sales growth YOY*.


Award-winning: 4 Great Taste, Innovative Food Product of the Year, Women's Health & Women's Fitness and Taste of the West Gold.

Excellent customer reaction: growing community; 30k email database, 10k on social and rated Excellent on Trustpilot.

Lots of Press + PR: we've featured in numerous health and wellness magazines, on BBC TV, in podcasts and on radio and met HRH Princess Anne!

Amazing Partners: we've worked collaboratively to drive awareness and acquisition with Health Tech Partners like Thriva, leading dietitians including The Gut Health Clinic, aligned brands like Symprove, influencers like Amy Williams MBE and Charities: The IBS Network and Guts UK.

*based on unaudited management accounts

Monetisation strategy

Our proven business model is built on the principle that food as medicine can really impact people's health. Our customers buy more frequently as they see and feel the benefits and it helps their condition. Our loyalty rates are market leading.

Main revenue stream: direct to consumer via our website, one-off and subscription

Secondary revenue streams: Wellness at Work platforms + Consumer Wellness Platforms, Affiliates, Gift cards, Specialist wholesale

On plan: digital consultation, health tech integrations

Use of proceeds

1. Launch new range - for diabetes, lower calorie, low sugar, high protein range

2. Boosting productivity by improving efficiencies and driving down costs

3. Drive growth by extending our marketing activities to reach more people and improve their experience

4. Invest in tech including our subscription service and digital consultation service

5. Expand our team in science, marketing and in the kitchen

Investor Perks

Key Information

The company has the following outstanding loans:

1. £160,000 Sales Ledger Loan from Shopify at an interest rate of 12% per annum, which was received in Nov-21. The loan repayment continues as a % of sales until the amount is repaid.

2. £66,746 Sales Ledger Loan from Clear Co at an interest rate of 12% per annum, which was received in Mar-21. The loan repayment continues as a % of sales until the amount is repaid.

3. £15,900 Directors Loan from Richard Archer at an interest rate of 9% per annum, which was received in Feb-22. The loan does not have a repayment schedule.

4. £15,900 Directors Loan from Peter Cornforth at an interest rate of 9% per annum, which was received in Mar-22. The loan does not have a repayment schedule

5. £26,500 Short Term Loan at an interest rate of 9% per annum, which was received in Apr-22.

6. £15,900 Short Term Loan at an interest rate of 9% per annum, which was received in May-22.

7. £25,000 in unpaid salaries, which are outstanding since Nov-21. The loan does not have a repayment schedule nor does it accrue interest.

The funds raised from this investment round will not be used to repay these loans.

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Only shareholders can access this page

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

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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 £5,864,159

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.

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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.

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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, 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.