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Rubies in the Rubble

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Award-winning condiments made from wonky and surplus ingredients. Welcome to the food waste revolution!

109%
 - 
4 days left
£500,002 target
£545,271 from 205 investors
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Business overview

Location Dorchester, United Kingdom
Social media
Website rubiesintherubble.com
Sectors Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 07931505
Incorporation date 1 Feb 2012
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Investment summary

Type Equity
Valuation (pre-money) £6M
Equity offered 8.36%
Tax relief

EIS

Co investor Pembroke VCT

Pembroke is a venture capital trust focusing on growth stage companies in the design, education, food, beverage & hospitality, wellness, digital services and media sectors.

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Business highlights

  • We're a pioneering FOOD WASTE FIGHTING brand in the UK
  • We're one of the FASTEST GROWING ketchups in the category*
  • We've so many Great Taste Awards - we're a GREAT TASTE PRODUCER
  • We're LISTED in over 1000 sites nationwide
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Key features

  • Secondary Market
  • Seedrs nominee min. £11.40 +
  • Direct investment min. £50,000.00 +

Idea

Introduction

Hi, we're Rubies in the Rubble - a sustainable brand dedicated to doing Gooder.

We believe in food that isn't just good for you but also good for our planet.
We call this our pursuit for Gooder.

Gooder for your plate,
Gooder for you
and Gooder for our planet

So, knowing that food production is the single largest contributor to climate change and we are wasting 1/3 of it - We made it our MISSION to change it!

Our award winning condiments are packed with delicious ingredients that would otherwise go to waste, often simply for being the wrong shape, size or colour – meaning less waste, more taste.

Having built a trusted brand and grown our distribution in Waitrose, Ocado, Coop, Marriott, The Pig and many others, we've already saved over 720 tonnes of fruit & veg from going to waste!
But this barely scratches the surface of the problem.

The condiment market is over £100 billion globally and whilst millions of tonnes of food are wasted each year - we have our work cut out...

We are hitting the mainstream and we need your help to get Gooder Sauce on every plate.

*based on Ocado sales data from 2022

Monetisation strategy

The ketchup market is over £430M in the UK alone.

We aim to take 3% of the UK ketchup market in the next 3 years as well as exploring opportunities for an expansion into overseas markets.

In the UK, 97% of the ketchup market is in squeezy formats therefore we have created a NEW, 100% recycled & recyclable squeezy to compete with the mainstream market.

We have already seen double the rate of sales in ketchup from switching from glass to squeezy formats* and our mayo range (plain, garlic and chilli) will join in squeezy format this summer too.

We are focused on winning in both the off and on-trade market and have developed a range of formats to service all needs including front of house pumps for canteens, table top refill bottles, ramekins and back of house bulk.

*based on Ocado sales data taken between August 2021 and August 2022

Today, we have a multi-channel distribution strategy focusing on:

- Major + Independent Retailers
- Food Service (including restaurants, contract catering, cafes, pub groups)
- Food Box Delivery Services
- Wholesale Distributors

Our existing range of ketchup and mayos continue to grow year on year. We expect continued growth in 2023 having just won a listing with a large retailer & distributors including Bidfood and Brakes.

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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 £5,976,584

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.

Learn more about pitch type on Seedrs

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).

Learn more about investing and pre-emption rights.

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 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.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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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.

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