A BRAND BUILT ON A DEEP-SEATED APPRECIATION OF BREADY JOY LAUNCHES 1st SEEDERS RAISE

• The Seedrs raise launches this Thur with a view to launch just shy of £1m (there will be a great intro video in a few days).
• This was the week their 1^st significant pizza order headed out to the USA
• The monies will be used to prioritize next stage range innovation (pasta and nan breads are next) an export push , following up our NHS central contract success (with a full sales roll-out) and making that transition from online/B2C/indies success story into bricks & mortar retail (we have a well-known food hall & a major supermarket trialling our pizzas & breads for imminent launch)

It was 4 years ago that Andy Welch embraced his 1^st Iron Man, his interesting take on a cathartic experience to signal the end of blue-chip corporate career and all the unwelcome stress and unhappiness so often associated with such roles.  

What had begun as a rigorous fitness regime to recalibrate his life after exiting his last FTSE 250 role was quickly turning into a bit of a healthy reawakening.  Yet, to participate in an Iron Man required a new level of fitness and a new dietary regime which is where Andy learned about a low carb lifestyle.   In the blink of an eye, Andy felt better than he ever had and yet there was one small voice within his head that couldn’t be quelled, his deep-rooted ‘bready urges,’ be that toast, the odd slither of garlic bread, a handy wrap or a buttery hot cross bun.

To cut a long story short Andy working with a small huddle of artisanal bakery heroes created an amazing low carb loaf that impressed both friends and family.  He popped it online and sales snowballed from 4 -12,000 a week.  In no time his loyalist following grew beyond 200,000; a heady mix of fine bread aficionados and those working tirelessly to tackle obesity and type 2 diabetes head on.

Over the next 3 years SRSLY has launched 15+ skus down every imaginable virtual aisle from jams and condiments to pizzas and ready meals.  Thousands of 5-star product and service reviews have been obtained, a 79% repeat purchase has been secured and premises have had to be moved three times to deal with cascading orders.

Today, discussions with major bricks and mortar retailers are afoot, a NHS central contract is in place and a 1^st USA order for pizzas has been placed.  Later this week the next chapter of the SRSLY adventure begins with the Hertfordshire business’s launching its 1^st Seeders raise with 615 registered investors already onboard

And guess what, last week we secured our 1st Grocer New Product nomination for our ‘category hero’ Seeded bread, thereby completing a full bready circle of idea to conception to investment raise; incredible when you think about it!    

Source: SRSLY

  Andy Welch, SEEDERS, SRSLY