We use cookies to improve your experience on this site. By viewing our pages, you give us consent to use cookies. Find out more.

Catering, Food and Drink

Family Secret

Status: Active

Aug 12th 2020 - Oct 5th 2020

16 days left

Family Secret (FS) is a company that specialises in making sauces that are low on fat, sugar, calories and contain no added preservatives. The company's seven cooking sauces are listed with retailers including Ocado, Coop Midcounties, Amazon, as well as, hosted on QVC. The company's pouches are recyclable, and it is the process to make them compostable/biodegradable. It aims to be a disruptor in the $605 billion snacks market. FS won the 'Best Pitch' in the West Midlands 2019 via Pitchfest at Venturefest, were finalists for The Midlands region of the Family Business Entrepreneur 2019 via Great British Entrepreneur Awards, and appeared with celebrity chef Gordon Ramsay in a recipe video. The company will use the investment to expand its range of cooking sauces, produce more recipe videos to attract customers, expand sales by making its website more intuitive, and bring out snack boxes.

read more read less

Family Secret Rating Review

Rated on 20/08/2020

Pitch Rated

47%

Insufficient Data

Management

71%

Product

70%

Investment

UNRATED*

* Section unrated owing to insufficient or incomplete information available at the time of rating.

Pitch rating powered by CROWDRATING

What the ratings mean

  • 49% and under
    We suggest potential investors carry out further study of their own
    50-64%
    Room for improvement
    65-79%
    Worth considering
    80%+
    Gold rating, our highest rating
Click here for more information on our ratings
Login to view the full report

Management 71%

Skills 64%
Family Secret is a team of experienced professionals who brought together a passion for food and drink. The Co-founder/CEO is skilled in sales, CRM, business analysis, recruiting and has a passion for food and has been involved in one or two food business before. He has enjoyed selling and assisting medical and surgical equipment. The Co-founder/Business Partner has a lustrous career within a digital marketing background and is skilled in planning, project management, B2B and B2C digital campaign. The head of marketing is a Chartered Marketer by profession and is proficient in Social Media Strategy, Marketing Communications (TV, Press, Radio, Outdoor, Sponsorship, Events, Digital, PR), Brand Management, Re-launching or re-positioning brands, New Product Development, and Digital Marketing Strategy. It was noted that they had not appointed a dedicated finance head, and the founder has not managed at this stage of business growth previously. Also, he is taking up the responsibilities of the Product Head in the company.

0 comments

Log in to comment


Funding progress



More from Catering, Food and Drink

The Cauldron is a technology-led entertainment studio that aims to deliver immersive experiences to its guests by combining technology with food and drink. Upon entering the company's venues, guests are given a magic wand, which acts as a control device for their visit. It helps them pour pints, activate lights and locks, explore science experiments, and stir cocktails. The device is also programmed to act as an open bar tab to track user spending. The Cauldron has served 1 million potions till date and welcomed 260,000+ guests. It has also inked ticket and product selling partnerships with entities like TimeOut, Airbnb Experiences, Secret London, Virgin Experience Days, and others. The company has featured on publications like Thrillist, NBC, Forbes, and Edinburgh News. The Cauldron will use 70% of the investment to open a central-London Cauldron flagship and provide additions to Wands & Wizard Exploratorium, 20% to finish the build for three new pop-up venues to open in markets across the US and Europe, and 10% to pay staff salaries.
pledged: 59% days to go: 31 investment: £299,038
Sliabh Liag Distillers (SLD) makes whiskey, gin and vodka, and has sold 65,000 bottles in 23 countries since 2017. Backed by drinks giant Asahi and with the Irish whiskey market forecast to double by 2030, SLD has already begun work on their new distillery at Ardara, Ireland capable of producing 500,000 litres of spirit per year. The company aims to make Donegal, Ireland famous for its smoky style of whiskey as Islay is for Scotland’s peated, smoky whisky. The company has 22,000 social media followers and been acclaimed as 'One of Ireland’s Finest Craft Distilleries' from the press. It will use the investment to build a full-scale whiskey distillery at Ardara.
pledged: 176% days to go: 6 investment: £1,765,360
Stem & Glory is on a mission to combine plant-based food with the traditional hospitality model and bring forth innovative yet accessible plant-based cuisine to food lovers. Throughout lockdown, Stem & Glory developed its business model that spans in-store dining, delivery, click and collect, as well as, its ready meals and product range that has been designed by British product designer Afroditi Krassa. The company was awarded the Best Newcomer at the Cambridge Food and Drink Awards in 2017. It also received the Best Restaurant in Cambridge - British Restaurant Awards in 2018. Stem & Glory will use the investment to build its new Cambridge site.
pledged: 218% days to go: 16 investment: £87,240
The Brook is a plant-based food business that has been making plant-based eating accessible and enjoyable for a flexitarian, environmentally-conscious generation. The company has raised over £400,000 to date and, has launched an eCommerce platform that allows customers to avail ‘build-a-box’ subscriptions as well as single purchases. The company saw its online orders increasing by nine times during the COVID-19 lockdown. It was shortlisted at the Future Food Awards 2019, Great British Food Awards 2019, and World Food Innovation Awards 2019, to name a few. It has also secured listings with retail partners such as Co-op, Dobbie’s, and Fenwick. The company has appeared in publications like the Independent, Metro and The Times. The Brook will use 40% of the investment to hire staff, 40% to promote marketing, and 20% to accelerate web development.
pledged: 102% days to go: 7 investment: £357,100
Farmstand is a plant-powered cloud caterer that is trying to reinvent the way people eat in canteens and outdoor markets. The company asserts that its products are 100% customisable and without any carbon footprint. The menu comprises of 80% vegetables, 65% vegan sources, 5% sustainable fish, and 15% meat. Customers can pre-order, pay, and pick-up via the Farmstand app. Farmstand aims to disrupt the $200 billion catering market which will be doubling by 2032. The company has received a £1.2 million seed investment from London-based VC, Kindred Capital. Till date, the company has served 5.6 million dishes, saved 2.8 million tonnes of plastic, and negated 200 tonnes of landfill waste through its products. The company will use the investment to expand to 1000+ canteens and outdoor markets in 10 cities in 10 years, focus on expanding across the UK, launch a more intuitive app, and expand its team.
pledged: 121% days to go: 16 investment: £908,780

  • £68,166
    pledged
  • 85%
    of goal

    £80,000
    target

    £940,969
    pre-money valuation

    7.84%
    equity available

    128
    investors

    £533
    pledge per investor

    09464530
    company number

    Active
    company status

    02/03/2015
    incorporated 6 years

    Equity Calculator
    Investment
    £
    Equity
    %
    Previous Funding rounds
    12 Aug 20 Seedrs £68,166 / 85% 47.00%
  • Internet Business Awards Category Award Winner 2015
  • Hertfordshire Business Awards Finalist 2014

As seen in:

  • The Guardian
  • Financial Times
  • Yahoo! Finance
  • The Times
  • The Daily Telegraph