Raw Food Firm Secures 600 000 Investment



Raw food firm secures £600,000 investment
11th April 2018

By Sandra Pearce
A raw pet food manufacturer that famously turned down four offers of investment on BBC2’s Dragons’ Den in January 2018 has raised nearly £600,000 following a crowdfunding drive.
Poppy’s Picnic founders Dylan Watkins and Louise Mackintosh set a £350,000 target on Crowdcube for their business, which has a pre-money valuation of £4.1m. More than 600 investors then poured £578,000 into the Wiltshire company. 
On its crowdcube page, it said: “Since going online in Oct 2016 we have sold over 380,000 meals (based on UK average dog size) and profitable to Sept 17 (£20,659 net profit). We started to export to Hong Kong in early 2017 and have secured a partner for Malaysia and Indonesia (for cat food).”
The investment will be used to develop more recipes including a new range for cats and will help fund expansion plans. Plans include investment in digital marketing and PR campaigns, a retail and trade campaign, investment in larger premises and further expansion overseas.
Dylan and Louise have decades of marketing experience, having worked with many international FMCG brands including Kellogg’s, Birds Eye, Johnson & Johnson, Purina and Pedigree.
With their backgrounds in marketing, they say they have brought their own creative flair to the raw food market. Having spent a considerable amount of time and investment on market research, they developed a brand that is ‘both innovative and distinctive’. With its pink packaging, quality ingredients and recipes hand-made in Wiltshire by a fourth-generation butcher, they say the brand is ‘fun, vibrant and full of personality with a cartoon style which will appeal to both children and adults alike’.
Dylan said: “We have created food to cover all ages and types of dog. Our core Complete range, which comes as mince and meatballs, is perfect for active dogs while our Enhanced mince is ideal for the modern pet. We also have an Expert range of foods with a special purpose, like our Puppy Follow On Paste. Our Bites range includes air dried raw treats and bones.
“We want every cat and dog in the UK, and beyond, to have access to the best quality raw meals – the closest to what they would eat in the wild. It is our ultimate aim to make the raw food diet fun, easier and more convenient for pet owners to follow in order to encourage more people to start feeding their pets in this way.”