UPDATE: We reached 100% after less than 3 days! Humbled by this overwhelming result, we decided to open up for some overfunding, and continue to welcome more investments.
Reasons for believing in Caliente are:
Concept: Well worked through and tested concept, and a unique product that meets strong global trends. Supported by international attention and a successful test launch in Sweden.
People: Committed team with experience from global expansion, branding & design, the food sector, and supported by an extremely experienced board.
Opportunity: This is a niche concept with big international potential, now targeting growth through rapidly entering new markets.
The problem this product solves
There is a clear gap in the international premium non-alcoholic drink market.
Globally, people skip alcohol more and more often (stated in a number of sources, including Mintel, Euromonitor and Systembolaget). At the same time, the non-alcoholic alternatives available today are still limited. Most of them are either boring or unhealthy; standard choices of sugary sodas, juices, water, and of course the sad non-alcoholic version of beer or wine. We think you all recognize this problem.
How the product solves it
Caliente is a sophisticated and full-flavored drink, and also the first non-alcoholic beverage giving you a rush. Because we've added chili that, similar to alcohol, activates the reward center in the brain that in turn releases endorphins and feelings of happiness.
A growing number find spicy appealing taste-wise, and the health benefits are extraordinary. Caliente is also a real option to alcoholic drinks when talking about the way it's consumed, as the heat makes it a drink to sip on.
Since the launch 2015, Caliente has won several awards, including the prestigious World Beverage Innovation Award, and got amazing reviews.
Caliente is a 100% organic juice drink with 15% fruit content, sweetened with 3,5% raw sugar. It comes in the flavors Lime/Ginger/Chili and Cranberry/Pomegranate/Chili.
It's produced in Småland, and the Swedish ideals of quality, naturalness and transparency are integrated in the product, the concept and the organization.
We've chosen a glass bottle for a premium feeling, and because hot filled glass is a robust technology. It gives the opportunity for a 100% natural product, minimizes the risk of quality problems, makes it easy to scale production and gives a long shelf life without need for chilled storage.
Product use cases
Caliente is a social drink, suitable at numerous occasions – at work meetings instead of juice, as an afternoon pick-me-up replacing coffee or at a bar replacing long drinks.
Originally thought of as a product to be consumed on its own, we’ve seen that a number of foodies rave about Caliente as a great drink to go with food, renowned Chef Joel Lindquist being one of them. This opens up a number of opportunities, as it can be sold as a take-home option in convenience stores as well as served in high-end restaurants and cafés.
Thomas Adner Founder and Managing Director
After a first stint with P&G in marketing and sales, Thomas spent 19 years with Tetra Pak. That journey took him through 9 different roles in 6 locations, and gave him on- the-ground experience in almost 40 countries. The last 8 years have been spent in Northern Africa and the ... See more
After a first stint with P&G in marketing and sales, Thomas spent 19 years with Tetra Pak. That journey took him through 9 different roles in 6 locations, and gave him on- the-ground experience in almost 40 countries. The last 8 years have been spent in Northern Africa and the Middle East with P&L and marketing responsibility for the region and operations exceeding 150 million EUR. The experience has given Thomas deep insights within the international beverage industry, from technical and operational challenges to strategic marketing issues and food technology, and has given him an extraordinary contact network. Having spent considerate time and money taking Caliente from an idea stage to its current position. Thomas is committed as the main shareholder. See less
Johan Westerdahl Head of Sales
Seasoned entrepreneur and general manager, always with a focus on sales development and with an extensive experience and success in business set-up, development, acquisition and divestment, Johan has worked within Retail, Pharmaceutical, Cosmetic and Telecom industries. With MD experience from companies such as Oriflame and Fyrklövern, Johan is skilled in ... See more
Seasoned entrepreneur and general manager, always with a focus on sales development and with an extensive experience and success in business set-up, development, acquisition and divestment, Johan has worked within Retail, Pharmaceutical, Cosmetic and Telecom industries. With MD experience from companies such as Oriflame and Fyrklövern, Johan is skilled in understanding the big picture and move teams forward to reach the overall objectives. He has been Chairman of Barista Fair Trade Coffee and Board member of Sparbanksstiftelsen and Medical Valley. Johan is committed as a shareholder. See less
Erika Ollén Marketing Director
Erika has a true entrepreneurial spirit and a drive like few others. Her experience ranges from strategic marketing to brand consulting and design, always for the food related industries. From formulating concepts to hands on branding and packaging design, and with a customer base ranging from Michelin star Chefs to ... See more
Erika has a true entrepreneurial spirit and a drive like few others. Her experience ranges from strategic marketing to brand consulting and design, always for the food related industries. From formulating concepts to hands on branding and packaging design, and with a customer base ranging from Michelin star Chefs to regional organizations. Erika also initiated and led Malmö Nordic Dining, a two-year based project with the mission to introduce modern Nordic food in the UK, in collaboration with the Danish and Swedish governments and artisan producers from the Nordic region. She has a keen interest in food and eating from both cultural and nutritional aspects. Having founded Barnens Bästa Bord, her heart beats for the cause "better food for children". Erika is committed as a shareholder See less
Rolf Bjerndell Chairman
Rolf is one of Sweden's sharpest minds when it comes to bringing food innovation and new brands into international successes. He is a Board member of Oatly, (and a driving force behind the new brand strategy), Brämhults, OTTO, Berries by Astrid, Almi and Probi (Proviva), and former CEO of Skånemejerier. ... See more
Rolf is one of Sweden's sharpest minds when it comes to bringing food innovation and new brands into international successes. He is a Board member of Oatly, (and a driving force behind the new brand strategy), Brämhults, OTTO, Berries by Astrid, Almi and Probi (Proviva), and former CEO of Skånemejerier. Rolf is committed as a shareholder. See less
Robert Grenmark Board Member
Robert adds beverage marketing and sales management to the board and has massive experience from the international beverage industry, ranging from General Manager of Red Bull Nordics and MD of Estrella to former Chairman of NOA Relaxation. Robert is committed as a shareholder.
Marianne Brandt Board Member
Marianne adds the finance and administrative perspective to the board. Group CFO of Pierce AB - Pioneers In Ecommerce and former Group CFO of Adtoox and Global CFO Hyper Island. Marianne is committed to the project as a shareholder.
Caliente is all about the brand. The brand values are based on our beliefs and are hard wired into everything we do – the product, the images, our retailers, the events we support and the target group we turn to. They are enlightened people living in urban centers across the globe. They care about what they eat and drink and are determined to have fun. Previously, they've been enjoying drinks such as ginger-beer (Fever-Tree/Fentimans) and micro brewed beer. Although our slice of the entire global beverage market will always be marginal, the size of the potential market is huge.
Although we see ourselves as a challenger to alcoholic drinks, Caliente belongs to the category “juice drinks”. The global market size of this category is huge, and it continues to grow. Non-alcoholic premium drinks, offering new and unique values to consumers, are also going through a rapid growth. “Premium soft drinks were hardly existent 10 years ago – today they have forged a mainstream role,” according to a UK report presented by Mintel 2015. Non-alcoholic beers, another comparable sector, have doubled its worldwide sales since 2008.
What differentiates Caliente is that it's both natural/healthy AND has a kick.
Unique differentiator from competitors
With its unique positioning, Caliente’s competition is in one way very limited and in another way broad. However, when looking at the many ways of potentially consuming we see ourselves competing in a number of different categories. Each of them shows the potential to take volume, as our product strongly differentiates from all of them.
Competition Our differentiation
Juices/juice drink Natural kick, Organic, Great flavor
Coffee Kick without caffeine, Refreshing
Alcohol Non-alcoholic but still a rush of endorphins
Non-alcoholic wine/beer Natural kick, Not just a "bad copy"
Energy drinks Natural, Non-carbonated, Organic
Soft drinks Organic/natural, Suitable for adults, Kick
Company revenue streams
During 2015, our primary goal was to build the brand and create awareness - a goal successfully reached. Today, we're selling Caliente through the edgiest cafés (Tous Les Jours, Alkemisten, Urban Deli etc.), best street food places (Hija De Sanchez, Tommi's Burger Joint etc.), restaurants (Thörnströms kök, Saltimporten Canteen etc.) and the best eco/premium supermarkets (Paradiset, ICA NK etc.)
We are now to scale our national sales through convenience stores, speciality health chains, hotels and conference businesses, having ongoing talks with the major national chains. One of the recently closed deals accounts for introduction to 180 units spring 2016.
In Sweden, going forward, we shift from direct to wholesales – already listed with five of the largest national partners.
Internationally, we will work with dedicated agents, and have already signed with three such partners.
The functions of marketing, brand and external communications, whether to Sweden or abroad, will always be based in our Swedish headquarters, and we will supply extensive brand platform support and sales material templates to international agents.
- Almi startup loan €55 000.
- 35 major events including: Guldäggsgalan, Konstfack, Smaka på Stockholm, Hyper Island, Stockholm Design Week.
- First national coffee chain.
- Winner Natural & Organic Awards – ”Best New Organic Drink”.
- Winner World Beverage Innovation Awards – ”Best Premium Adult Drink”.
- ”Best ever” review from <a href="http://Drinkpreneur.com" rel="nofollow">Drinkpreneur.com</a>, 100/100 points.
- UAE/Dubai distributor signed, sales at 15 key outlets in Copenhagen started.
- Denmark distributor signed (also covering Norway).
- 450 retailers in Sweden and approximately 85% repurchase rate.
- National distributors signed: Dagsmeja, Martin & Servera, HKC, Menigo, Svensk Cater.
- 1700 Facebook fans, 3400+ followers Instagram.
- Coverage in 30+ publications.
Next key objectives
2016 Establish an international business:
- Ensure national coverage in Sweden, working with wholesalers and chains.
- Selectively tart the international expansion, get a foothold in a total of 6 markets.
- Expand the portfolio with 2 new SKUs, in collaboration with a highly recognized Chef.
2017 Further international growth
- Accelerate growth in the established markets
- Aggressively enter new markets, based on learnings from 2016
Funding up to today has been done by the founder's private investments and by getting approved a start-up loan from Almi Företagspartner (500k SEK).
The management team and the board are all shareholders and will participate in the coming round for funding.
Use of funds
The money will fund our growth focusing on:
- Building the organization
- Product development
- Securing operating capital for high growth scenario
The financial case is based on aggressive sales across a number of markets. We plan to be self-financed through the revenue and strong gross margin we generate. All surpluses are planned to be reinvested in marketing for growth. Being a beverage startup with a differentiated brand and high margin, we estimate an exit in 5 years.
Price per share: 25 SEK
B-Shares offered: 140 000
Issue Amount: 3500 000 SEK
The issue is SEK, € amounts are estimates.