We will issue type A shares. Muuti was founded in late 2015 and now, early 2017 it is being distributed in 8 different markets and growing fast, not only in the retail market but also developing into a mobile app and animation series. Last year turnover was approx. 730K, currently we are in a pace for 130k on average per month. A profitable exit ( an IPO or Trade sale ) for muutiLAND will happen in 3 to 5 years.
The problem this product solves
The following problem can be identified in various families, which is; when a family goes to a fun park or travel with car / bus / train and have to stop in a gas station for food or for some snacks, we ALWAYS bump into unhealthy stuff - Why? Because still in these days, the snacking industry supports and provides mostly really unhealthy snacks and that is distrurbing. Whether you are on the airport, a fun park, amusement park, gas station; all we see are sandwiches, unhealthy soda drinks, Candy and pastries.
How the product solves it
Our products are easy to use, perfect as On-The-Go for the whole family; while travelling, during or after activities, or as a simple quick snack. No need for separate spoons, the cap can be re-opened and re-used; to be consumed within 24h from opening. Our products are one of the most healthiest as we dont add any type of additives, colourings, sugars, sweeteners or even water. Instead we keep it simple and fresh by using quality berries, fruits , vegetables and healthy organic proteins to give it a little " Power Boost ".
We do organic, healthy protein -based snacks for kids of all ages, starting from 6 months up to a teenager. We have 9 different animals living in muutiLAND and each of them have created a mix of fruit, berry,-vegetable purées that are packed in 110gr and 90gr squeazeble pouches. They are easy to use and great on-the-go. We will also create an educational mobile app where kids can learn new things in a fun way. Each animal has its' own power or skill that they teach; for example sports, cooking, healthy eating, art, maths, history and so on.
Product use cases
Whenever a snack is needed! As a recovery snack after sports, during field trips, on-the-go while in car or any public transport, long queues where a quick / easy snack is needed ( airports, good example:) , during school days, busy mornings. Because we add protein, the Muuti snack is much fuller and really supports the overall intake of proteins and it is perfect while playing outdoors.
Charles Kuhlman Founder & CEO
BBA, Entrepreneur since 2007. Strong backround in sales and marketing - specialized in sales psychology and branding. Has given his all to Muuti and knows the market and the competition extremely well. Skilled know- how in mobile technology and Fintech. Has experienced in the past 1 bankruptcy and 3 exits. ... See more
BBA, Entrepreneur since 2007. Strong backround in sales and marketing - specialized in sales psychology and branding. Has given his all to Muuti and knows the market and the competition extremely well. Skilled know- how in mobile technology and Fintech. Has experienced in the past 1 bankruptcy and 3 exits. Loves pressure and working on a tight schedule and knows how to push and develop the team for maximum results. " Learning By doing " - is his motto. See less
Jenni Mäkipää COO
MBA 1994-1999 , SDA Bocconi. Jenni has 14 years of experience in new market entries and specialized in the retail sector. Over the years she has accumulated experience from hundreds of client projects and market entry processes with their challenges and solutions. For 5 years she acted as a team ... See more
MBA 1994-1999 , SDA Bocconi. Jenni has 14 years of experience in new market entries and specialized in the retail sector. Over the years she has accumulated experience from hundreds of client projects and market entry processes with their challenges and solutions. For 5 years she acted as a team leader for the Finpro West European and African region for the LS sector. Certified Management Consultant since 2011. See less
Jade Thompson Leading graphic designer and Marketing manager
BA, Northumberland University Hons Travel & Tourism Management Upper Second (2:1) Jade is also the owner and Director of Peppermint, a multi-disciplinary design and marketing agency. She is responsible for the marketing and PR of the brand. Jade has over 20 years experience in marketing and has managed many Pan-European ... See more
BA, Northumberland University Hons Travel & Tourism Management Upper Second (2:1) Jade is also the owner and Director of Peppermint, a multi-disciplinary design and marketing agency. She is responsible for the marketing and PR of the brand. Jade has over 20 years experience in marketing and has managed many Pan-European campaigns for clients such as Costa Coffee, Heinz, ALDI, Safeway, Volvo Construction and Abbey National during her career. See less
Francesca savio Product and Customer relationships Manager
M.Sc . Forestry and Environmental science. Francesca is the person who takes care of our front desk activities, makes sure we have the needed certifications, helps to allocate raw materials and develops the products with the rest of the team and production.
The Muuti product targets the consumer segment of families with kids. Parents are more interested in healthy nutrition especially for their children. The packaging is designed to attract children's attention and boost the purchasing decisions. Currently the products are being sold in China, Italy, Spain, Finland, Baltics and Germany.
The total market for children’s foods is EUR 31 billion, with 29% of the market based in Europe:
- The predicted annual growth rate is 12%.
- The popularity of ready-made children’s foods is on the increase.
- The sales of organic products is up by 26%.
Source: Nielsen: Global Baby Care Report
The baby food industry is still dominated by big guys such as Nestle, HIPP, Ellas Kitchen - However the snacking industry is still very in the " 90's" dominated By soda drink and potato chips-big producers and manufactures such as Coca-Cola, Pringles etc. The take away smoothie pouches have been popular for the last 3 to 4 years and this segment is dominated By Ellas and Hipp. However, their packaging materials are glossy which makes our matt-pouches more attractive incl. our designs. The pouch industry will surpass the glass jars by 2020 being 85% pouches vs 15% glass products
Unique differentiator from competitors
Muuti has 2 main competitive advantages on the market. The first is the nutritional composition with fruit and healthy rice protein. We are the only one using healthy, non-allergenic proteins. Each of our pouches contain 2,5-2,8 gr of proteins. Research says that kids should get proteins also from their daily snacks. The second is the packaging design, which clearly attracts our main audience. When a 2 yrs old kids see our Monkey Muuti in-store display, they immediately want to see the Monkey and get some "Monkey smoothies ", instead of the " banana-apple-cinnamon" pouch which doesn't tell anything to kids.
Company revenue streams
Currently our main revenue comes from the smoothie-pouches distributed in the above mentioned section. We either distribute directly to the retailer from our main warehouse in Europe or we have made exclusivity distribution agreements where our local agent / distributor takes care of the sales in their respective markets. We ship mainly containers and 3 to 4 pallets as per minimum order. This way we keep the logistic costs as low as possible incl. stock keeping. Our gross margins average depending on which market, from 52.2% to 68.7%.
Our products are currently distributed in 8 different markets, a few under its' own separate license and rights to sell and market Muuti in their respective territory. China is our newest market opening and at the same time the largest. Our retailers internationally are such as; Coop, El Corte Ingles, Biomarket, Kesko, SOK, Maximarket, Aldi, Walmart China, Carrefour, 7eleven, BHG Lifestyle market, Wu Mart, Family Mart, Yonghui Group, JD.com , just to mention a few.
The retail chains specialized in organic products are growing strongly and we are targeting the organic retail channel especially in Europe.
Founded in late 2015
Chosen to the Amcham programme 2016 - most interesting exporting brands from Nordics towards the US market.
Exclusivity distribution asked By a leading nordic food retailer early 2016
Expanding distribution in Kesko and SOK to more than 500+ stores
Regional licenses and trademark rights sold to Finland and The Baltics early 2017.
Further expansion and secured exclusivity distribution in China, Spain and Italy 2017.
Next key objectives
2017 Strengthening the market position in Spain, Italy and China
2018 new market entries in Germany and Denmark
2019 new market entries in Western Europe
Present and active in 30 countries by 2020 globally
muutiLAND educational mobile app 2017
Muuti Levitate and HUA beverages / snacks late 2017
Muuti Xylipop (healthy lollipop with Xylitol) 2018
Muuti On-the-GO organic baby milk powder MIX 2018
-2016: Private investors and Family
-2017: In this Funded By Me- campaign we focus solely in the Chinese, Italian, Spanish and global market and for this we have a new Company that serves these territories better.
Several; listed at leading Food Chains - available for all stores - on a daily basis through central distribution to various major supermarkets
Strong partnership with leading food importers in Spain, Italy, Germany, China.
Well known retailers such as COOP, El Corte Ingles, Carrefour, 7eleven etc.
R&D/production; several agreements.
Partners: VC Capital LTD, Peppermint Creative, Amcham, Malaga FC, Tianjin Football, Montessori School for Kids Internationally, The Spanish Pediatric Organization SL, Hospital Ceram, Beijing Central Hospital.
Use of funds
With this round at FundedByMe , we will use the funds as follows;
-60% production / more products to support the growth as we dont have enough to sell
-20% marketing / we will actively use targeted social media campaigns globally as well as use outdoor marketing and digital marketing for specific markets.
-10% recruitment / we need initially 1 to 2 more in Sales and R&D.
-10% working capital / to support our cash flow
EU-Organic certification, Kosher, 100% vegan -certificates
The exit strategy includes a future Trade Sale or an IPO within' 3 years time. Some of the bigger companies as well as two gaming studios have already shown interest in Muuti Global / muutiLAND.
Resources typical of a
start-up / growth Company, limited funding
base. Increasing competition both in the organic environment as well as in the growing baby food industry.
Muuti is a fairly new brand so challenges brought by rapid growth is a major issue. As payment terms for big retailers are quite long such as 60 to 90 days, we require more capital keeping cash flow in the positive and resources to develop the brand and increase production.