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Fravocado

Ice Cream For All


Campaign extended due to summer season.

We want Fravocado to be known for innovation, bringing flavours and foods together for a healthier lifestyle.

The regulation on food labelling is guiding people towards making healthier choices and the free from market is growing at a remarkable rate. There is a revolution, and we want you to join us and be a part of that.

Each 100ml serving of Fravocado contains only 10.7g of sugar, which is considerably lower than other non dairy ice creams whilst retaining the high quality and creamy consistency found in traditional ice cream.




Investor proposal

We are giving away an opportunity to join a passionate team with a unique product.

Fravocado has a clear defined strategy for building a valuable brand with the aim of a trade exit within the next 5 years. By the end of Y2 we anticipate to have a net profit in excess of EUR 160,000 raising to EUR 650,000 by Y4.

UK investors are eligible for SEIS tax relief. Investors, including directors, can receive initial tax relief of 50% on investments up to £100,000 and Capital Gains Tax exemption for any gains on the SEIS shares. 


Product

The problem this product solves

There is now a huge demand for free from products and healthier alternative to traditional foods. There are few ice creams currently available on the market which are free from all allergens, low in sugar, but retain the great taste of traditional ice cream.

How the product solves it

Fravocado is completely allergen free and made with natural ingredients. We use Agave Syrup as a sweetener which is 1.5 x sweeter than sugar, meaning that it has a low sugar content in comparison to other ice creams. Using avocado not only gives it the creamy texture of dairy ice cream, but also amazing nutritional benefits.    

Product features

The Original flavour is where it all started, it is a fresh and clean tasting ice cream with just the right amount of sweetness. We then added a raspberry & basil flavour as a sweeter alternative and a raw cacao flavour for the lovers of chocolate. All are available in 100ml single serve, 500ml 'take home' tubs or 4ltr catering tubs.

We are not only working on different flavours of ice cream but also other products to introduce to our lines, including gorgeously smooth truffles, decadent chocolate mousse and a savoury hummus. All of which are obviously made with avocado!

Product use cases

Consumers purchase Fravocado at the cinema, at a restaurant of café or at a supermarket for enjoying at their leisure. It is the perfect treat for a summers day or for enjoying after a meal as a guilt free dessert.

Team

Becky Osborne avatar
Becky Osborne Director
Becky left college in 2001 and gained employment in a law firm where she worked until she left to start her own company in 2016, namely Fravocado. During her employment Becky trained in Accounts and Finances and Legal Accounting. Her entrepreneurial experience has been gained whilst building Fravocado, calling on ... See more
Becky left college in 2001 and gained employment in a law firm where she worked until she left to start her own company in 2016, namely Fravocado. During her employment Becky trained in Accounts and Finances and Legal Accounting. Her entrepreneurial experience has been gained whilst building Fravocado, calling on advice from her network of friends and professionals she has met on the journey. See less
Gabriel Osborne avatar
Gabriel Osborne Co-Owner
Gabriel achieved a sports science degree at university. He used this knowledge and experience to start his own health and fitness gym in 2013 which he continues to manage alongside supporting Fravocado. Gabriel used his knowledge of nutrition to assist Becky in firstly perfecting the recipe and now marketing the ... See more
Gabriel achieved a sports science degree at university. He used this knowledge and experience to start his own health and fitness gym in 2013 which he continues to manage alongside supporting Fravocado. Gabriel used his knowledge of nutrition to assist Becky in firstly perfecting the recipe and now marketing the brand. See less
Bruno Milford-Dummett avatar
Bruno Milford-Dummett Consultant Chef
A chef with years of experience in the food industry. Bruno has been a food guru for Fravocado over the past couple of years when it comes to perfecting the recipe and product development. His extensive list of contacts in the local community has opened a vast amount of doors ... See more
A chef with years of experience in the food industry. Bruno has been a food guru for Fravocado over the past couple of years when it comes to perfecting the recipe and product development. His extensive list of contacts in the local community has opened a vast amount of doors and opportunities for Fravocado. See less
Shirley Fewings MBE avatar
Shirley Fewings MBE Consumer Sales
Shirley is a full time Manager of a Community Charity where she has worked for over 15 years. She is both well connected and highly respected in the local community and this has helped Fravocado gain a strong local presence. Since the launch of Fravocado Shirley has provided part time ... See more
Shirley is a full time Manager of a Community Charity where she has worked for over 15 years. She is both well connected and highly respected in the local community and this has helped Fravocado gain a strong local presence. Since the launch of Fravocado Shirley has provided part time support fronting the markets and trade shows on an ad hoc basis, therefore allowing Becky to focus her time on other aspects of the business. See less
Stuart Houghton avatar
Stuart Houghton Logistics
Stuart Houghton, once manager of a transportation services group and now semi retired postman, has dedicated his spare time to managing the logistics of Fravocado. This includes local and nationwide distribution and stock control.

Market

Target Market

Fravocado sells its dairy free ice cream to an ever-growing clientele of people that want to support their healthy lifestyle and enjoy a delicious ice-cream The 'free from' market has grown considerably and become more of a lifestyle choice. Research has shown 55% of free from consumers do not have an allergy or intolerance, nor live with anyone that does. There has been strong growth in the free from sector due to celebrity endorsements and an improved diagnosis of allergies. Allergen free foods are expected to remain on trend and grocery stores are rapidly expanding their available lines.  

Competitive landscape

We are selling quality and product-uniqueness in a market segment filled with competition. But there are currently only two direct competitors using avocado. NaNa Nice Cream (made in a factory which uses nuts and milk) & Nabo (not vegan).
Our approach is to take our product up-market. We have researched and reviewed other dairy free ice creams, tracking their successes and positioning ourselves similarly.

Unique differentiator from competitors

Fravocado is the only avocado and coconut ice cream which is free from all 14 major allergens and is manufactured in an allergen free environment giving it a big advantage over its competitors. The biggest differentiator is the quality. Dairy free ice cream has a tendency to be icy and the texture does not resemble the traditional frozen dessert. Fravocado is superior with its taste and texture and many have said that under a 'blind tasting' you wouldn't know it was dairy free.

Company revenue streams

50% of revenue is from Wholesale/Distributor sales (including export)
30% of revenue is from direct to retail sales
20% of revenue is from direct to consumer sales

Product/service distribution

Fravocado has secured a listing with a nationwide distributor who will deliver to retailers throughout the UK. We hope to add more frozen distributors to our catalogue once funds are secure to increase production.
We will also be available in the 4th largest supermarket in the UK from the summer of 2017.
We also have secured a prestigious rent free pitch in the city centre of Exeter to sell direct to consumer throughout the summer.
We have recently received an order from a Juice Bar with various locations in Malta.

Execution

Previous milestones/traction

Spring 2016
Launched at Local Trade show receiving our first orders from local independent retailers

Summer 2016
Managed to secure 25 independent retailers around the South West of UK. Attended various trade shows around UK to spread brand awareness.

Spring 2017
Managed to secure a nationwide distributor allowing us to supply retailers throughout the UK.

Summer 2017
Secured a listing with one of the UK's largest nationwide supermarket and received an order from a juice company with retailers around Malta.

Next key objectives

6 months to 1 year
We aim to have set up our own production facility. To be listed with 2 nationwide distributors and 1 large chain retailer, and to have added to our flavor lines.

2 to 4 years
Expand our premises and production capacity and to be listed with 5 nationwide distributors and at least 2 nationwide chain retailers. We aim to also be exporting our product internationally and expanding our product line.

Previous Financing

To date we have injected approximately £25k capital into Fravocado from personal savings and family.

Partnerships

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Use of funds

40% of funds will be used to purchase new production equipment.
15% of funds for regular in-store promotions and focused product sampling to bring awareness to products once listings are secured.
20% of funds for working capital, bulk ingredients and packaging allowing us to dramatically reduce direct costs and increase profitability.
20% of funds used for regular social media marketing activities to expand brand awareness.
5% of funds will be used for new product development.

Industry Certifications/Awards

There is always a buzz around Fravocado as it is so unique. We have featured in the top 15 producers at all shows and won best exhibitor at the Harrogate fine food show. We also entered into ‘Find a Foodie’ competition for the South West and won the first place prize of a free pitch in the new City Centre Food development to sell direct to consumer, along with a host of marketing and sales support. We were also finalists in the prestigious Exeter Business Awards, and were also nominated for VegFest UK’s most innovative product of 2016

Return on Investment

Fravocado anticipates being profitable by the end of its second year of trading.
The shareholders may elect to take a return on investment then, or may continue to rollover profits so that the company can explore exit opportunities in its fourth year of trading by way of a trade sale or IPO.
The company anticipates a minimum yield of 3 x return on investment.
However if the board elects to pursue an IPO, this ROI could be substantially increased.

Risk Analysis

Similar risks faced by many new brands is not having sufficient funding to support a large production scale, or the funds to sustain listings by supporting promotions and marketing the brand appropriately.
There is also the possibility a major industry player launches a similar product, dominating the shelf space. With funding in place we will be better placed to push the brand and raise awareness.