Nourish by Jane Clarke

Idea

Introduction

There is a crisis in caring, with the vulnerable not receiving the nutritional support they need or deserve. We’re changing that with Nourish.

Nourish by Jane Clarke, a disruptive, agile, aspirational wellness brand that revolutionises how the malnourished are cared for, with a delicious nutritious drink made with all-natural organic ingredients, using environmentally friendly, low carbon footprint packaging, delivered to the doorstep.

“The Nourish drinks are gorgeous, not too sweet but rich and calorific as needed!” Prue Leith, CBE, DL.

Jane Clarke is a highly respected dietician and Cordon Bleu chef who worked alongside Jamie Oliver on the school meals revolution and is also a trusted advisor with an Honorary Doctorate for services to nourishing the vulnerable.

She has seen the devastating effect of malnutrition particularly when undergoing cancer treatment or living with dementia or mental illness and is frustrated with the poor-quality, synthetic drinks currently offered.

Substantial accomplishments to date

Launching our business late in 2019 threw up significant challenges as COVID hit the care home community. Despite these unprecedented times, we have achieved significant success within our first year.

- Grew monthly sales by 1305% between our launch in October 2019 and April 2021

- Our customers' average order size is over £40 each month (April to date £43.50)

- Return on Ad Spend of over 2x (April 2.1x)

- Website conversion rate of over 2.5% (April 2.8%)

- Cultivated a loyal following with 41.67% of new customers returning the following month

- Expanded our Customers by 789% between January 2020 and March 2021.

- Secured the patronage of Prue Leith, (CBE & DL), and created a medical advisory panel which includes Dr Martin Scurr (Daily Mail) and Dame Elizabeth Harriet Fradd (DBE, DL, FRCN)

- We have featured in numerous publications including; Daily Mail, Net Doctor, The Sun Online, Daily Express, Red Online, Health and Wellbeing.

Monetisation strategy

Sales come from both direct to consumer (DTC) and via business-to-business orders (B2B)

Our DTC sales have been increasing since we launched our website in October 2019 fuelled primarily by paid Digital Marketing, PR, and Social Media.

The B2B market sees us taking orders from care homes, hospices and domiciliary care organisations, and current trials demonstrate a strong opportunity for growth.

The Oral Nutritional Supplement (ONS) market in the UK alone is valued at £237 million.

In addition to this core audience, a broad range of customers are enjoying the drinks from multiple segments. We are sought out by those looking for a tasty drink that provides a delicious and nutritious alternative to a meal. This has included cyclists, horse riders and golfers.

Use of proceeds

Objectives

Launch and scale B2B model

Invest in Direct-to-Consumer marketing

Activities

- To add additional marketing spend into the e-commerce / DTC side (38% of raise)

- To purchase our next production run of drinks (22% of raise)

- Appoint experienced sales and digital marketing leaders to the team (33% of raise)

- To go live on Amazon, working with a specialist selling agency (7% of raise)