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Luxuryshakes

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Luxuryshakes manufacture a range of exceptional shakes created to fill a significant gap in the market

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Funded 26 Aug 2022
£250,001 target
£277,607 from 0 investors
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Business overview

Location Hungerford, United Kingdom
Social media
Website www.sshshakes.co.uk
Sectors Food & Beverage Non-Digital B2B
Company number 11020129
Incorporation date 18 Oct 2017
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Investment summary

Type Equity
Valuation (pre-money) £776.1K
Equity offered 24.36%
Share price £1.5
Tax relief

EIS

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Business highlights

  • We built our factory accredited to the highest BRC standard - AA
  • Listed with Sainsburys, Morrisons, WHSmith, ZAPP and more on way
  • 76% growth on average gross monthly revenue from Q1 to Q2*
  • We believe we're offering investors outstanding value
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Key features

  • Secondary Market
  • Seedrs nominee min. £10.50 +
  • Direct investment min. £10,000.00 +
  • Idea
  • Key Information
  • Team
  • Updates
  • Investors 0
  • Discussion
  • Documents

Idea

Introduction

Luxuryshakes Ltd. manufacture a range of exceptional branded and private label
shakes, created to fill a significant gap in the market.

Why milkshakes? Because this is a market that is currently devoid of a premium, high-quality, indulgent product range. Think ice cream before Ben & Jerry's and Haagen Dazs

What's the opportunity? The flavoured milk market is currently valued at £545m. It grew 15.5% on last year, and 54% over the last 5 years. But Mintel reports penetration at 15% in the 3 months to March 2022. So the potential is significant (just like it once was in ice cream!).

How will we take that opportunity? By producing wonderfully indulgent, differentiated products, made from natural ingredients, produced from our own factory (to give us total control), using 'state of the art' equipment to provide capacity and capability.

And our shakes already have proof of concept and great traction in the market. But there's more to come. New listings and Plant Based recipes are ready to go!

Substantial accomplishments to date

- Having started work on the factory in the Autumn of 2019, after an immensely challenging 20 months, Luxuryshakes completed the factory build and became operational in June 2021. Having worked so hard on our plans, we weren't going to let a mere worldwide pandemic stop us (even though it did slow us down a bit)!

- Having achieved Grade A BRC accreditation for the factory in year 1, on June 22, we went one better with an AA award- as high an accreditation as we can receive.

- Once accredited, we launched our brand with WHS Travel, available nationwide in rail, airport and motorway service station stores

- We launched with Sainsbury's in late October as part of their Future Brands programme and are now in 283 stores nationwide

- We took another huge step in March 2022, launching our first private label range for Morrison's. Consisting of a different recipe to our brand, this range has already been rolled out across the Morrisons supermarket estate.

- The average gross monthly revenue was nearly £40k in the last three months and grew 76% from Q1 to Q2*.

*based on unaudited management accounts.

- We are now preparing for our next launch with the Co-Op, and beyond this, we have a sales pipeline in place for both the UK, mainland Europe and Ireland.

- This is all supported by our brand values - Our products are made using only natural ingredients. Our packaging is 100% recyclable. Our dairy is British sourced from a West Country Farm (in Somerset). And all the chocolate we use is Fairtrade.

Monetisation strategy

Our business is focused on B2B.

Our strategy from the outset was to focus on large-scale, mainstream food retail to give us the greatest return in the shortest period of time. We have a factory to fill. Volume is key. But this strategy brings additional benefits:

- Through WHS, JS and Morrison's, we have achieved national distribution

- Brings immediate credibility to your proposition and brand when communicating to stakeholders

- Raises awareness from within the industry and helps to gain further listings - e.g. we have recently been approached by Aldi, having picked up and tasted our brand at Sainsbury's.

- Generates the opportunity for publicity

The next stages in our strategy are to gain further traction within the Food To Go market (through our Co-Op listing),

We will follow this with a focus on:

- The travel sector, specifically roadside retail (Rontec, MFG and BP).

- Online Sales - Ocado and/or Amazon Fresh

- Export to open opportunities beyond the UK market

Use of proceeds

Luxuryshakes has a clear plan for the investment funds we are hoping to raise, which will be used for both working and growth capital:

1. Working Capital (30%) - We have customers lined up for launch and negotiations underway for future launches. But we need time to bring them online.

2. Growth Capital (70%):

- Invest in our team: Professional sales staff to maximise the factory's capacity, backed up by a small backroom team to support the business.

- Invest in our brand: Marketing campaigns focussed on social media (specifically video platforms) to raise awareness of our product with the consumer. This would be aligned to trade marketing such as Product shows/exhibitions (such as Lunch!, The Speciality & Fine Food Show, IFE) to further raise awareness of our brand with Food Distributors and Food Service Suppliers.

- Invest in our factory: Capital to release sales opportunities, e.g. Over-wrap outer case packing equipment to enable supply to Costco

Key Information

The company has the following outstanding loans:

- £308,302.08 Pension Scheme loan at an interest rate of 7% per annum over 5 years from September 2020.

- £250,000 asset finance loan from Ultimate finance with a charge against the manufacturing equipment. The interest payable is £97,500.20 over 60 months from October 2020.

- £200,000 Coronavirus Business Interruption Loan Scheme (CBILS) loan at an interest rate of 3.95% per annum over 5 years from September 2020.

The business has 2 outstanding long-term creditors:

1. WHS - Listing Fee for £50,000. This fee remains outstanding, and negotiation is ongoing with WHS to reach an acceptable settlement.

2. The main contractor that built the factory and provided all the equipment has a fee outstanding of £47,270.38. The remaining funds will be paid once long-term finance is in place.

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

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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.

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 £776,100

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

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.

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Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

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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.

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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 is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

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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.

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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.

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