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Ekobryggeriet AB

Swedish Eco-Brew

Ekobryggeriet AB offers Swedish-made organic soft drinks under the brands The Dirtwater Fox Brewery and GUSH. We are currently represented in 100 grocery stores in Sweden and Finland and are available to over 50,000 potential customers through wholesale distributors in Sweden. Our product range includes our very popular organic Cola Blanco. A completely transparent organic cola with wonderfully refreshing taste! We have seen tremendous sales growth during this short time and interest has been shown from several countries around the Baltic sea, including Finland where we have already begun to export.


 

Investor proposal

Welcome to an early opportunity to invest in our creative underdog company! We have quickly established ourselves in some 100 shops and only see rising sales figures! We also provide wholesale. In this first round we will release 2 500 B-shares to strengthen our presence further on the market, building our trademarks and develop new creative products.

  • The minimum investment is 5 shares and the maximum investment is all new shares.
  • We expect a CAGR of minimum 100%.
  • We anticipate profitability in Q4 2017.
  • Exit plans, within 3-5 years, include acquisition by a larger FMCG company.

Product

The problem this product solves

There are currently very few Swedish-made organic soft drinks on the market. Additionally, we are of the conviction that a clear, strong brand is very important for us to stand out from our competitors. We believe that through design and brand we can attract new customer groups to buy organic products. We also saw a need for carbonated organic iced tea and coffee to be provided to cafes and grocery stores simply because similar products are not carbonated and the concept of coffee-flavored iced tea is not used to a great extent.

How the product solves it

We have developed six flavors of organic soft drinks;
Fox Cola Blanco, Green Apple and Sweet Lemon and GUSH carbonated iced tea peach, iced tea lemon & ginger and iced coffee. We have also put a lot of effort in developing our strong brands with attitude. The Dirtwater Fox and GUSH are independent and unaffected by the other animals in the soft drink jungle!

Through our "a third to the world" concept, our customers not only receive a good, refreshing product, but also directly support environmental and social aid projects by buying an organic product over a conventional one.

Product features

What makes The Dirtwater Fox Brewery unique is that it's manufactured in Sweden, and is completely transparent, without any added dyes! And don´t forget, it's organic!

What differentiates GUSH is that it is the only carbonated, organic iced tea on the Swedish market. We are also the only carbonated, organic coffee on the market.

Product use cases

We have learned that our products fit into grocery stores just as well as they do in restaurants and coffee shops. In a customer survey, we were asked why the customer chose our product. The dominant response was that the combination of design, taste and ecology was crucial. In a test sale that lasted 3 weeks in January 2017 in two new stores in Norrköping, we sold over 800 soft drinks without advertising or any other promotion! That's an average of 38 each day!

Team

Thomas Jensen avatar
Thomas Jensen Owner
Entrepreneur with extensive background in product development in the food industry. Lohmanders and Waynes Coffee can be mentioned among the missions. Responsible for product development and production in Ekobryggeriet. "To have the freedom to create a product based entirely on what we believe in ourselves and without the control of ... See more
Entrepreneur with extensive background in product development in the food industry. Lohmanders and Waynes Coffee can be mentioned among the missions. Responsible for product development and production in Ekobryggeriet. "To have the freedom to create a product based entirely on what we believe in ourselves and without the control of a large organization is a dream come true!" "I like being the underdog against the big soft drink giants!" See less
Marcus Nyberg avatar
Marcus Nyberg Owner
Born and bred in the food distribution company, A'la Carte Food Scandinavia. Marcus has over the years gained broad experience on food distribution do's and don'ts and sold his share in the successful bearnaise sauce manufacturer Lohmanders year ago. Through his own company, he distributes Ekobryggeriet´s products in southern Stockholm. ... See more
Born and bred in the food distribution company, A'la Carte Food Scandinavia. Marcus has over the years gained broad experience on food distribution do's and don'ts and sold his share in the successful bearnaise sauce manufacturer Lohmanders year ago. Through his own company, he distributes Ekobryggeriet´s products in southern Stockholm. He is responsible for HORECA sales and logistics in Ekobryggeriet. "I have launched thousands of products over the years, but few have both the direct impact and continued good sales like these products have been shown to have!" See less
Daniel Gustavsson avatar
Daniel Gustavsson Owner
Colleague with Marcus in A'la Carte Food Scandinavia. He also has extensive background in sales and distribution. He is the company's undisputed star seller! He is also responsible for the finance and food control within Ekobryggeriet. "Few products are this easy to sell to stores. I think it is the ... See more
Colleague with Marcus in A'la Carte Food Scandinavia. He also has extensive background in sales and distribution. He is the company's undisputed star seller! He is also responsible for the finance and food control within Ekobryggeriet. "Few products are this easy to sell to stores. I think it is the combination of brand, design and ecology that is the key!" "Always fun when the stores are calling and asking when we will come and fill up next time because the products are finished! Then you know you have a good product!" See less

Market

Target Market

In Sweden, we drink 600 million litres of soft drinks each year. Our goal is that within a few years we would control 0.25% of the market, which is equivalent to 1.5 million litres, or in our case, 6 million bottles annually. 7.7% of all food sold in Sweden is organic.

Competitive landscape

There are few organic soft drinks on the market and even fewer manufactured in Sweden, so we are therefore among the first in our segment. But we are still an underdog competitor to conventional soft drink companies. The statistics (based on 33cl can) we have received so far show that we are twice as large as Pepsi Cola and have approximately 20% of Coca-Cola's sales, even though Coca-Cola often has better product placement at checkout counters.

Unique differentiator from competitors

We don´t color our Dirtwater Fox soft drinks and use no unnecessary additives!
We differentiate us from our competitors through our organic production and our commitment to charitable causes through our "a third to the World" concept. Organic products are a strongly growing trend worldwide.

Company revenue streams

Our sales include both direct sales to stores, supermarkets' own distribution, retail merchants, restaurant wholesalers and export. Our prices differ depending on the mode of delivery, and customer contracts. Our margin is around 30%.

Product/service distribution

We have our own direct distribution to the point of sale, via the central distribution of food chains and whole sale of HORECA.

Execution

Previous milestones/traction

January 2016: Start up of company
April 2016: launch in stores
May 2016: Certificates for food production
May 2016: Certificates for organic production
May 2016: contract with Svensk Cater
January 2017: contract with MartinServera
Januari 2017: Support by ALMI

Next key objectives

February 2017: Food Fair in Stockholm
February 2017: Projects for lowered production cost 
April 2017: Strengthened presence in Finland
September 2017: Strengthened presence in Denmark
September 2017: The launch of our alcopops under the brand The Dirtwater Fox

Previous Financing

  • By the present owners; 300 000 SEK
  • ALMI; 500 000 SEK

Partnerships

  • Cheport Cheese A/S - sales Agent in Denmark
  • BoP OY - sales Agent in Finland

Use of funds

Product development 10%
Marketing 40%
Participation fairs 10%
Sales support 30%
Development export 10%

Industry Certifications/Awards

  • Certificates for food production
  • Certificates for organic production

Return on Investment

We have a plan for the company that includes an M&A deal or IPO within 3-5 years, at a valuation 5 times the current one.

Risk Analysis

Our biggest risks today are our suppliers and their capacity and pricing. We depend on their understanding of our expansion and pricing. Another risk has to do with competitors who are developing similar products and have greater marketing opportunities, and sales force. Our solution to this is long binding contracts with our suppliers in order to gain control of our production and pricing as well as to agree with a sales company to represent us at national level.