Berkhamsted Company Launches Crowdfunding Campaign
The Saucy Affair, a unique range of fresh, cold-pressed sauces, has launched a crowdfunding campaign to drive its long-term growth strategy.
Created by entrepreneur Tanya Robertson-Lambert in 2016, the business is seeking £350K investment for a 7% share of the business through the Seedrs crowdfunding platform, specialists at equity crowdfunding. The Seedrs model protects potential investors by only committing funds once the investment target has been reached. The business has a conservative forecast to grow to £6-7m by year 3 of its growth strategy.
Tanya founded the company after struggling to find products which would help her create quick and healthy meals for her young family. Badged as ‘cooking from scratch in a bottle’, the cold-pressed natural sauces made from fresh herbs, fruit and vegetables are aimed at time-poor cooks looking for healthy and convenient ways to create great-tasting and nutritious food.
The range can be used hot or cold and comprises Fiery Fiasco, Smokey Cokey, Teriyaki Malarkey, Beetroot Cahoot, Cucumber Blunder and new addition, Minted Mayhem. Naturally vegan, the range has no added salt, sugar or anything artificial and is also gluten and dairy free. A new dip range is planned for an autumn 2020 launch in retail and additional NPD in development for 2021.
A recent Government report showed obesity levels in England have increased from 15% to 29% since 1993, with 65% of UK adults reported to be overweight. Mintel’s ‘Attitudes towards Healthy Eating’ report showed that while six in 10 adults try to eat healthily most or all of the time, there is increasing pressure on the food industry to take the lead and act on health. One study revealed that when parents are stressed out, they are less likely to prepare a homecooked meal for their children.
Managing Director Tanya commented: ‘We are seeking investors who believe in our purpose as much as our profitability. In today’s hectic lifestyles, much more needs to be done to support time-pressured families to maintain a healthy lifestyle, something I am incredibly passionate about.
‘This is an ideal opportunity for investors to be part of an exciting disruptor brand, destined to be a family fridge staple.’
Investor Geoff Rowley, Partner at FRP Advisory, said: ‘I am impressed on a number of levels including the apparent simplicity of the product, the appeal of a range of sauces that are both healthy and versatile and the absolute passion that Tanya has to make her products a success.
‘As a father with a young family that has a clear appeal to me. Whilst I have of course invested with a desire to see the business become financially successful there has also been a strong pull in terms of Tanya’s purpose to help families across the nation maintain their physical and mental wellbeing through sharing her products and story.’
Previously available in Sainsbury’s, a new distribution plan for the Saucy Affair including food service is planned. As part of a bold 2020 marketing strategy which will be powered by the crowdfunding, the sauces will be re-launched under a new brand – Tanya’s Just Real.
Tanya commented: ‘The new brand better reflects our proposition, championing our focus on just real ingredients and a real-world purpose. The cold-pressing process used to make our sauces means both the nutrients and taste are retained, giving home cooks and caterers a one-of-a-kind quick and easy win in the kitchen. What we have is unique.’
Key members of the Saucy Affair team include former Tesco Trading Director Sean McCurley and an experienced marketing team including Armando Pereira and Lucy Howe, integrated communications agency, Pier and global brand specialist 1HQ. Together, the team will undertake a heavyweight integrated marketing campaign to drive the growth strategy, educating consumers and driving trial using advertising, PR, social media, sampling and in-store activation.
Sean commented: ‘The foundations of this business are built on meeting the needs of the consumer, retailer and food service teams, so commercially it is a no brainer. However, I also strongly believe that the time is now for the food industry to take some responsibility and offer healthy products to the consumer with no compromise.’
Tanya added: ‘I have carefully hand-picked a team who not only have the expertise to deliver a powerful campaign, but who share my values and commitment to making a positive change, moving away from heavily processed foods to just real food that is good for all and good for the planet.
‘Investing in the Saucy Affair is an opportunity to support a movement towards a generation of healthier, happier families.’
The first 50 people to invest will receive complimentary samples of all six products in the range.
For more information visit https://thesaucyaffair.seedrs.com.