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Status: Extended

Jan 25th 2021 - Mar 6th 2021

White Rabbit (WR) is on a mission to create delicious Italian food that everyone can enjoy, whether they are following a plant-based diet, gluten-free, or otherwise. WR asserts that its food is made in a custom-built bakery, designed from scratch by its Italian maestro Teo, who creates all of WR's recipes and handpicks every supplier. The company's products are stocked in retails outlets such as Sainsbury's, Waitrose, and Ocado's, to name a few. Independent sellers such as Whole Foods, Planet Organic and Selfridges are also among WR's clientele. The company has earned £2.4 million in revenue in the financial year 2020-2021 and is experiencing a 157% average year on year revenue growth. WR will use the investment to support the development and launch of Teo's new products, grow its commercial and operations teams, and expand its frozen storage capacity.

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White Rabbit Rating Review

Pitch rating powered by CROWDRATING

Rated on 04/02/2021

Pitch Rated

74%

overall

Management

90%

Product

70%

Investment

61%

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    £12,535,488
    pre-money valuation

    2.34%
    equity available

    689
    investors

    £745
    pledge per investor

    09398865
    company number

    Active
    company status

    21/01/2015
    incorporated 9 years

    Previous Funding rounds
    20 Apr 24 Seedrs £513,193 / 171% 73.67%
    Officers

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

RISK WARNING - The ratings are based on the information provided in the fund raiser’s pitch deck, business plans and financial forecasts which have appeared on a FCA regulated crowdfunding site. Where possible we validate the business plan to public sources such as LinkedIn, Companies House, Credit Agencies and internet searches. We cannot guarantee the information is correct. The ratings report takes no account of the investors/ individual circumstances. Do your own due diligence and get professional advice before investing. Your capital is at risk when investing in private companies.

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Management 90%

Skills 91%
The White Rabbit management team is made up of skilled professionals who's reported profiles on LinkedIn include expertise in management, technology, sales, marketing, and finance. It consists of an experienced Co-Founder/Operations Head, Co-Founder/Finance Head, Head of Sales, CFO, and a Head of Operations. The first Co-Founder has expertise in new product development, product design, innovation and operations. The second Co-Founder is competent in business strategy, business planning, finance and funding. The Head Of Sales profile includes skills in Fast-Moving Consumer Goods (FMCG), product development, business development, logistics and sales. The CFO is competent in business strategy, mergers and acquisitions, financial modelling, new business development and financial reporting. The Head of Operations skillset includes procurement, logistics, supplier development, supplier negotiation, and risk management.

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Funding progress

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More from Catering, Food and Drink

Yolk, also known as In One Basket Limited, is a pioneering company revolutionizing the food and coffee experience for people on the move. They provide high-quality sandwiches, salads, and improved breakfast options without the premium cost, boasting five successful locations in London and three upcoming openings in the second half of 2023
days to go: TBC investment: Withheld

Log in to view amount pledged

    Log in to view target

    £12,535,488
    pre-money valuation

    2.34%
    equity available

    689
    investors

    £745
    pledge per investor

    09398865
    company number

    Active
    company status

    21/01/2015
    incorporated 9 years

    Previous Funding rounds
    27 Apr 24 Seedrs £513,193 / 171% 73.67%
    Officers
  • Internet Business Awards Category Award Winner 2015
  • Hertfordshire Business Awards Finalist 2014

As seen in:

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