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Super U

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High-growth health food brand, providing a natural, innovative & convenient way of consuming Superfoods!

158%
 - 
Funded 27 Sep 2019
£100,008 target
£160,110 from 141 investors
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Business overview

Location Newcastle upon Tyne, United Kingdom
Social media
Website www.superu.co.uk
Sectors Food & Beverage Mixed Digital/Non-Digital Mixed B2B/B2C
Company number 10806949
Incorporation date 7 Jun 2017
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Investment summary

Type Equity
Valuation (pre-money) £900K
Equity offered 15.00%
Tax relief

EIS

  • Idea
  • Team
  • Updates
  • Investors 141
  • Discussion
  • Documents

Idea

Please note that whilst the campaign is labelled as EIS eligible the Company has £150,000 remaining of its SEIS limit. We will, therefore, be looking to seek SEIS relief on the first £150,000 invested into the campaign, with the balance being EIS eligible. Any tax relief is dependent on personal circumstances and may be subject to change in the future.

Introduction

We are Super U!

And we create great-tasting, innovative and nutritious Superfood Blends - making healthy eating easy & fun without costing the Earth.

We stand by that a healthier you, makes a happier you! And with the majority of consumers still not meeting their 5-a-day target of fruit and veg - we want to encourage more people to live healthier and eat more Superfoods!

The global superfood market is already worth over $20 billion. And with superfoods being a major source of natural vitamins & minerals, consumers are now making a conscious shift towards more natural ‘superfood’ based supplements. So this is a really exciting time to get involved with Super U!

Our products have reached the home’s of thousands of happy customers and as of January this year, the shelves of As Nature Intended, Whole Foods Market & Selfridges. With a growth of 200% already in our second year, the business is continuing to thrive.

And we would like YOU to come and join us on this amazing journey.

Intended impact

Founders Charlotte and Sean created Super U to make superfoods more accessible & convenient for everyone.

It all began when Charlotte was diagnosed with Coeliac Disease at the age of 16. She really struggled to accept a future of restricting her diet in an ongoing battle against unpleasant side-effects. By the time she reached university, she was surviving, not thriving – feelings of fatigue, frustration and being unable to concentrate became the norm. Sean became aware of superfoods such as; spirulina, baobab, açai and their amazing health benefits whilst studying in the US for part of his degree. Thinking Charlotte may benefit from some of these ingredients, the couple began experimenting hoping to improve her self-esteem & overall health. Which is when Super U was born!

They created 7 functional superfood blends - naturally gluten free & vegan, without any fillers, sweeteners or flavourings. Helping people genuinely feel healthier & happier through the power of natural superfoods.

Substantial accomplishments to date

2017 - 2018

· Successfully launched, self-funded.
· Began developing new packaging to become more eco-friendly and retail ready.
· Organically grew our online following of loyal followers.
· Launched 2 new superfood products, Pink Pitaya & Blue Spirulina.
· Exhibited at a number of consumer trade shows all over the UK.
· Launched new cardboard, tube packaging.
· Runners up for Young Entrepreneurs of the Year 2018, for the Great British Entrepreneur Awards.
· 1st Year Revenue = £37,000.

2018 - Now

· January 2019, launched with As Nature Intended.
· Began NPD to develop 4 additional superfood blends.
· May 2019, launched with Whole Foods Market.
· Total Revenue: November 2018 - May 2019 = £76,000.
· Grew our revenue by almost 200% (Nov 2018 - August 2019).
· August 2019, launched with Selfridges.
· September 2019, introduced 4 brand new superfood blends to our range!
· Finalists for Start-Up Business of the Year and Health & Beauty Business of the Year 2019 - for the Great British Entrepreneur Awards.
· Confirmed new listing with John Bell & Croyden - for launch in October.
· Grew our social audience to over 8,500 loyal, engaged followers.
· Reached over 3,500 online customers.

Monetisation strategy

So far, we have built our online customer base to over 3,500 - from subscribers, to one-time buyers and returning customers; our community is always expanding.

We intend to continue our growth through the following revenue streams;

· B2C - sell directly to our customers through our website (including a subscription service), in order to reach customers all over the world and build a trusted & loved superfood brand.
· Amazon - continue to build our presence on Amazon UK and become listed with Amazon US.
· Retailers - continue working with our UK retailers and supporting listings with regular sampling sessions, to build brand presence and in-store performance.

We ensure that all of our products are manufactured in the UK, within a certified organic and BRC facility, to ensure the highest quality of control.

Use of proceeds

We believe that this is a really exciting time to get involved with Super U! Our journey so far has shown that we are building a loved & respected brand within the market, we’ve developed amazing relationships with our suppliers, retailers and customers - all of which we feel gives us a fantastic platform for growth.

The funds raised will be allocated to the following key areas;
· Support for Growth (50%) - primarily allocated to fund production costs and to build our team.
· Marketing Activities (25%) - increase our budgets for digital marketing & PR. Help fund retail support & promotions.
· Export Strategy (25%) - develop a strategy to enter the US market. Also begin to export to key European countries.

This will allow us to further establish our customer base within the UK, whilst also exploring opportunities for growth within Europe and the US.

So we hope you decide to come and join us on our journey to achieving better health for everyone, through the power of superfoods!

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If you successfully purchase a share lot of this business, you will be granted access.

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Investing carries risks, including loss of capital and illiquidity. Please read our Risk Warning before investing.

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 £900,000

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