Mr. Singh's

Follow-on

We are a family brand from East London. Our Chilli Crisps are a hit and we have demand for new flavours!

EIS

Location: London, United Kingdom

www.mrsinghssauce.co.uk/

Categories: Food & Beverage Non-Digital Mixed B2B/B2C

Investment sought:: £49,731

Equity offered:: 3.60%

Funded 26 Feb 2019

Investment amount:: £52,437

Valuation (pre-money):: £1,333,426

Idea

Introduction.

We believe Britain will forever love crisps.

Despite the wave of alternative and healthier options on the market, the humble crisp is still the most loved and number 1 snack in the UK with a market value of over £1.1bn with no sign of this love affair ever ending.

Mr Singhs is a family business which started from a shed in East London. We make all natural, 100% Vegan, Chilli sauces ranked No.1 in the country by the Metro newspaper, an award-winning cooking paste and outrageously tasty Chilli crisps.

In November 2017 we launched our hand cooked, Vegan and all natural Chilli Crisps. They were an instant success for us, contributing over 64% YTD sales. Today, they are available in over 200 independent pubs and shops, WHSmith’s and Ocado. Due to this success, we are pivoting to focus on snacks with sauces and pastes selling in the background, mainly to export clients.

Intended impact.

We have a demand for new flavours of crisps from our 200+ customers (mainly pubs), including WHSmith and Ocado. Additionally, we have received an order for 12,000 units of the new flavours from a Vegan subscription box company in the UK and interest from a company who owns over 300 petrol station shops around the UK. We have an existing demand for new flavours of crisps from our existing customers, including major retailers.

We need to invest in a delivery van for local customers, part-time sales and delivery person and to hire an outsourced telesales team to secure new business nationwide.

Substantial accomplishments to date.

2010 (Mar) - Appeared on BBC 1 TV Show, High Street Dreams.
2013 - Outsourced production of our sauces and cooking paste (3 SKU’s).
2013 - Sauce/Paste = listed with Selfridges, Harvey Nichols and Ocado.
2014 - Sauce/Paste = listed with Tesco and Booths Country.
2015 - listed with Sainsbury's, Asda and independent retailers.
2016 - Complete crowdfunding campaign with Seedrs raising £123,000. We pivot and start development of our Chilli Crisps.
2017 - Launch Sauce/Paste in Kenya, Germany and Hungary.
2017 (Nov) - Launch our Chilli Crisps in two different sizes.
2017 - Our cookbook is published by Pavilion Publishing. Sold in Waterstones, WHSmith, Foyles, Amazon and more.
2017 - The brand becomes fully Vegan.
2017 - Won an award for our Punjabi Cooking Paste and our Hottest Chilli Sauce was ranked #1 Hot Sauce by the Metro Newspaper.
2018 - Launch in 100 Save-On-Foods stores in Canada.
2018 - Launch our cooking paste in Sweden.
2018 - Launch crisps in 300 WHSmith stores from June 18.
2018 - 115,000 social media followers and viral video views.

Monetisation strategy.

Using our existing factory and suppliers we will complete the development of our new flavours and sell them into an existing distribution chain.
- Pubs and local shops.
- Online: Our website and Ocado.
- High Street: WHSmith's and Petro-Retail.

Use of proceeds.

The use of proceeds is as follows:.
- Launch 2-3 new flavours of crisps.
- Buy a delivery van and pay for running costs.
- Hire a part-time sales-person/delivery driver.
- Develop national sales.
- Crisp's specific point of sale marketing.
- Working capital and cash flow.

Mr Singh's have a £15,000 loan and a £2,000 overdraft, both with HSBC. Funds raised from this campaign will not be used to repay these loans.

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