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Cobble Hill Juice Company AB

First with a large-scale method to make cold-pressed organic lemonades that taste homemade

First with a large-scale method to make cold-pressed organic lemonades that taste homemade

Cobble Hill Juice Company use playful recipes and only the best cold-pressed organic ingredients. We combine honest traditional craftsmanship with the latest safety technology - high pressure processing, and make organic lemonades and energy lemonades with the same boost as Red Bull but without chemicals.

2017 was intense and successful - we just completed a successful proof of concept in New York (20 million inhabitants), and are set to expand.

We have inquiries from Sweden, Miami, LA, and Dubai (UAE).

Investor proposal

We offer a chance to join our journey! During 2018/19 we are expanding in New York, then Miami and Sweden. We are creating a sales force and showcase at events like New York Fashion Week.

We believe we are well-positioned to capture a share of the $35 billion market opportunity in play via the first cold-pressed organic lemonade line made with honest traditional methods and High Pressure Processing.

* We are guaranteed - 2,000,000 SEK for this round by an external investor consortium!
* Exit plans, within 3-5 years, include acquisition by a major beverage/grocery company or IPO
Existing shares in the Company are Class A shares, with 10 votes per share. The shares offered in the capital acquisition are B-shares, with one vote per share.

At full subscription in the capital acquisition 41667 new B shares will be issued, corresponding to approximately 41 percent of the votes in the Company.

Product

The problem this product solves

Most lemonades on the market are pasteurized, filled with additives, or they are just too sweet. And many strip their juice of oxygen so they can store it for a long time. But this removes flavor, color, and nutrition - making it into a grey sludge. So, beverage companies hire flavor and fragrance companies, the same ones that make popular perfumes, to engineer flavor packs to “bring it back to life” with a superficial color and taste. In the ingredients it’s called "Natural Flavors". We believe it tastes better, and is healthier, with real and organic raw ingredients.

How the product solves it

In our product range there are energy drinks and five organic lemonades with innovative flavors. We are first in the world with: Kallbryggd Kaffelemonad, Vild Blåbärslemonad, Mojitolemonad, Green Energy Monad.

Through our support for One Percent For the Planet, our customers support environmental projects by purchasing our drinks.

Our organic Green Energy Lemonade is made from only the best organic fruits so that people don’t have to drink chemicals get a boost of energy anymore. The same boost as Red Bull without sacrificing your principles. Instead of artificial additives, our vitamins and energy come directly from nature.

Product features

Our lemonades are unique, and we have listened to industry people and consumers regarding taste and trends. The size and shape of the bottle, the balance between sweet and sour, and the fact that sometimes you need an energy boost without chemicals or want to give up when it comes to taste.

Our starting point when we developed our organic lemonade range was to deliver honest, unique products that distinguish themselves with the best ingredients, design, organic production and absolutely no additives.

We’re first at producing unheated lemonades on a large scale tasting homemade. 

Product use cases

From our proof of concept we learned that our lemonades work as well in grocery stores as in restaurants and cafes. After interviewing high-end bartenders, we learned that there’s a great demand for organic juice-based energy drinks to be used as drink mixers. Our organic Green Energy Lemonade is perfect for this.

In a customer survey, the most common answer to why the customer chose our product was that “its organic and tastes home-made”.

During our roof of concept in NYC - with the toughest competition in the World, without any advertising we sold close to 25,000 bottles!

Team

Emanuele Ancorini avatar
Emanuele Ancorini Founder, CEO Cobble Hill Beverages INC
Champion Figure Skater, Skating Coach, and Executive Coach Growing up with a Master Chef father, Emanuele learned to love the craft of creating honest and delicious food at an early age, and has over 10 years experience working in the restaurant industry. To run a any startup, especially today and ... See more
Champion Figure Skater, Skating Coach, and Executive Coach Growing up with a Master Chef father, Emanuele learned to love the craft of creating honest and delicious food at an early age, and has over 10 years experience working in the restaurant industry. To run a any startup, especially today and in NYC, one needs to be dynamic and a keen listener. As a coach Emanuele has worked with other startup founders and, through them, learned some of the pitfalls and possibilities when expanding a new business. “I don't know,’ is one of the most powerful answers a leader can give. Empowered uncertainty about a situation is not a shortcoming — it's a huge opportunity! I certainly don't know all the answers, so my commitment is to empower the people in our company as well as all of our partners to discover the most powerful answers, and create an environment where all of us work together as a team.” See less
Michael Svensson avatar
Michael Svensson Founder, Chief of Sales and Marketing
Michael was a Business Development Manager at Karlsson’s Vodka (founders of Absolut Vodka), and he is a Bartender with +20 years of experience in the restaurant industry. His love of the finer things in life: Quality food and beverages, as well as architecture, design, and Premium lifestyle and boutique Hotels ... See more
Michael was a Business Development Manager at Karlsson’s Vodka (founders of Absolut Vodka), and he is a Bartender with +20 years of experience in the restaurant industry. His love of the finer things in life: Quality food and beverages, as well as architecture, design, and Premium lifestyle and boutique Hotels around the world makes him particularly well suited to expand our brand to hotels like the Mercer Hotel and Restaurants and café's of that high standard. Being a world traveler Michael has gained an understanding that people around the world, regardless of their culture, want quality ingredients and love to go into their food and beverages. See less
Lars Åkerlund avatar
Lars Åkerlund Chief Adviser on The board of directors
Founder, CEO, and owner of FIKA, the fastest growing coffee shop chain in the world. He knows the ins and outs of expanding a startup in NYC and he is deeply committed to quality without compromise which fits perfectly with our brand. His vast experience and understanding of the food ... See more
Founder, CEO, and owner of FIKA, the fastest growing coffee shop chain in the world. He knows the ins and outs of expanding a startup in NYC and he is deeply committed to quality without compromise which fits perfectly with our brand. His vast experience and understanding of the food and beverage industry and overall landscape is a great resource. The kind of knowledge Lars brings to the table cannot be learned in a business school but can only to be gained from many years of hard work in the field. We are grateful to have his partnership. See less
Linus Tunström avatar
Linus Tunström Chairman of the Board Cobble Hill Juice Company AB
Linus Tunström is a theatre and film Director, Brand Consultant, former CEO and Artistic Director at Uppsala City Theatre, where Tunström increased the audience ratings significantly, and developed the theatre’s organization and repertoire to become one of Sweden’s leading theaters, and was awarded The Swedish Theatre Critics' Award with the ... See more
Linus Tunström is a theatre and film Director, Brand Consultant, former CEO and Artistic Director at Uppsala City Theatre, where Tunström increased the audience ratings significantly, and developed the theatre’s organization and repertoire to become one of Sweden’s leading theaters, and was awarded The Swedish Theatre Critics' Award with the motivation “Sweden’s most dynamic stage”. For more than 25 years Linus Tunström has been one of Sweden’s most established theatre directors and he is also known for his critically acclaimed TV-series “The Masterpiece”, his Cannes Film Festival-awarded short film “To Be Continued”, as well as his dance-theatre pieces for Cullbergbaletten and the sold-out musical “Evita” and plays such as Ingmar Bergman's Fanny and Alexander, William Shakespeare's Hamlet and Goethe's Faust. We believe that Linus experience in leadership and expansion combined with his artistic sensibility and keen sense and deep understanding of the finer tastes in food and beverage makes him a great leader and communicator for the Vision of Cobble Hill Juice Company. See less

Market

Target Market

Target Market

The non-alcoholic beverage market was about $ 150 billion in 2016, and in 2020 it is expected to grow to $ 200 billion. The beverage industry is moving towards healthier products, giving new ecological brands such as Cobble Hill Juice Company a great opportunity.
Our goal within 4-6 years is to take 0.1% of the $ 35 billion that is the market share for new brands.

We already have contacts in Miami, Los Angeles, Sweden, and the United Arab Emirates. We expect strong growth in the United States in 2019 and international export growth in 2019-2020.

Competitive landscape

There are no cold-pressed, unpasteurized organic lemonades on the market that use our modern technology and have a large-scale expansion plan. Our main competitor isn’t just the other organic beverages but also the large non-alcoholic beverage brands.

We are the first in the world with four of our unique lemonades:
  • Mojito
  • Wild Blueberry
  • Cold Brew Coffee Lemonade
  • Green Energy Lemonade

We are total underdogs, but with very strong sales statistics. In 2017, without advertising, we sold more than Coca-Cola at our retailers, and also sold more than the leading lemonade with our Manhattan distributor.

Unique differentiator from competitors

We don’t use anything artificial in our products, or in our relationships.
All retailers know us and the brand from our many meetings face to face. From founder to interns we visit all dealers and build relationships with these wonderful partners.

Our ecological production and our commitment to the environment through 1% For The Planet and other charities through partnerships with events such as AfroPunk that support and strengthen social causes.

We do not heat our drinks, instead we use the latest technology: high pressure processing, for maximum safety and full taste.

Company revenue streams

Our sales include cafes, restaurants, hotels and supermarkets through our distributors, and we are testing and working on launching online sales.

During our Proof of Concept we have produced very small batches at a rather high price. Once we have the capital we can increase production, which will significantly increase the margin. Our current margin is about 30%, and with bigger production commitments the margin can increase to 75%-100%.

Product/service distribution

We make our beverages with a co-packing partner with a capacity of 50,000 - 100,000 bottles per week.

We do HPP at a world leading facility and are distributed by a medium sized distributor serving 1500 retail customers in New York, New Jersey, Connecticut, and parts of Philadelphia.

We go to locations in person to invest in the current relationships as well as in creating new ones and to increase sales. We also partner with our distributors sales team and part of our initiatives next spring will be to encourage them with sales increase incentives partly coming from this campaign.

Execution

Previous milestones/traction

April 2016: EU Trademark 
May 2016: USA Trademark 
June 2016: Production agreement
July 2016: Launched proof of our concept in New York City.
August 2016: Launched at FIKA.
October 2016: Distribution contract Bartlett (1500 dealers, including Starbucks)
December 2016: USDA Organic Certificate.
December 2016: Baystate Organic and Non-GMO Certificate.
December 2016: Article in Dagens Industry
May 2017: +9 months Certified Shelf-Life without heating the raw fruits
August 2017: Sponsored AfroPunk, for social causes
September 2017: Article in Metro (Sweden)
October 2017: Article in Jönköpingsposten.
November 2017: Retail at SAKS Fifth Avenue
December 2017: Many thousands happy return-customers

Next key objectives

Q1 2018
  • Successful financing through fundedbyme.com

Q2-Q3 2018
  • Launch the 5 Flavors and Cobble Hill Organic Green Energy Lemonade
  • Expansion in NYC, Brooklyn, the greater New York and tri-state area
  • World Beverage fair and competition in NYC
  • 80 retail locations

Q4 2018
  • Expansion in Miami to a total of 200 retail locations
  • 100 retail locations

Previous Financing

The current owners have invested approximately US$100,000
$119,000 in loans during start-up, research and development, and proof of concept

Use of funds

To ensure continued expansion in New York, creating our own sales-force, continued product development and full-scale launch.

Liquidity will be used to acquire shares in Cobble Hill Beverages Inc (CHB-US), the operating company in the Group. The funds, after cost-deductions, goes to CHB-US and is used as presented. The B-shares without voting rights in CHB-US are acquired for the equivalent of 194 SEK/share. For more information see attached Offer_Terms_Of_Use_.

Liquidity of CHB-US is used for:
40% Marketing and Distribution
10% product development
30% Operating expenses
20% Sales

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 3-5 times the current one.

Risk Analysis

Like the rest of the world, our biggest risk today is the changing climate. For our business specifically it could impact raw fruit availability.

Our service can be copied, but we have invested over one year developing our production method to get that small batch, homemade taste and a +9 months certified shelf life - that isn’t easy to do.

Mainstream companies have greater marketing budgets, and sales force. Our solution to this is building our brand so strong that the only way a larger company, like Coca-cola could be effective would be to invest in or buy our company.