Halo Coffee

Idea

Introduction

The market

The coffee capsule market is a growing 60bn pods p.a. industry. New markets are opening up i.e. Asia, where coffee consumption is growing rapidly. Market leader Nespresso sells ~14bn capsules p.a.

Trend and context

Greater eco-consciousness is driving the change in consumer behaviour.

As the first 100% home compostable biodegradable capsule in the market, Halo has positioned itself in a sweet spot, bringing to the market a unique product, filled with speciality grade coffee and unrivalled benefits to the planet. Amongst its merits, Halo is the Official Supplier of the British Olympic Sailing Team.

The plan ahead

Launch Halo Germany with an experienced team, and continue to build brand awareness and develop sales in the UK, expand product portfolio and strengthen the team.

Why invest in Halo?

A unique opportunity to invest in a truly sustainable brand with a positive impact on the planet that has demonstrated its "raison d’être" with its “flower bed compatible” coffee capsule

Monetisation strategy

Main objective is to provide the largest audience possible of coffee loving and eco-conscious coffee drinkers with "The World’s Best Coffee, In a Way That’s Best For The World" across three sales channels: Direct Sales, Distribution and Online Sales.

Online Sales is targeting end consumers and allows customers to place orders and manage their subscriptions on the online store. Halo is continuously on a mission to find new customers across multiple channels. Since launch, 9,000 customers have been acquired.

Direct Sales comprise HoReCa and Offices, with customers such as Booz Allen and NHS. Business customers requires a sales team.

New Zealand, Iceland and Saudi Arabia are covered through distributors, with mutually signed exclusive agreements.

Last, Halo has worked with excellent results to build loyalty with its online customers by launching a variety of blends, an attractive subscription plan and a generous reward program. Hence, customer retention exceeds >40% (Oct '19 - Sep '20).