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Helmers Lilla Kök

Fresh meals for children in 3 minutes

We’ve identified an untapped target audience on the readymade food market– children and youngsters. We have launched and offer delicious, nutritious, Swedish-made ready-to-eat meals – for kids! Today there are a lot of different alternatives for younger and older children. But for the one in between, in the age group between 3-10, the are no ready meals. While the consumer are children, their parents are our customers. The value we create is more time in general and more time with their children.

Investor proposal

When you become a partner in Helmers Lilla Kök, you will participate on a lovely trip where we develop food adapted for the modern family.
We estimate that you will get the big financial return when we, in three to four years time, have established our own stores and have reached a distribution to all major food chains in Sweden and have started to reach new markets outside Sweden. We plan to be listed on the stock market within 3 to 4 years.
When you become a partner in Helmers Lilla Kök, you will participate in a lovely trip where we together develop food adapted for the modern family.
The big financial return estimates that you get when we are 3-4 years old when we have established our shop and have come to stores throughout the country.

 
50 shares / SEK 3 000:
  • Gift card of 400kr to be used in our shop or any grocery store that sells Helmers
 
100 shares / SEK 6 000:
  • Gift card of 500 to use in our store or any grocery store that sells Helmers


Product

The problem this product solves

Families with children faces many challenges in everyday life, from early morning until the last child falls asleep. And cooking dinner takes up more time, energy and preparation than all others. To give the children nutritious and good food that actually tastes great is a big challenge.
 
For babies there is canned food. Teenagers often eat the same as the parents. But for children in between these ages, the options are few. Of course, there is fast food but when you want smoething more nutritious, you’re out of luck. Helmers Little Kitchen presents the solution!

How the product solves it

At last! Helmer´s Little Kitchen offers tasty, fresh, nutritious, Swedish-made ready meals for children. Currently Helmer´s offer four dishes specially designed to appeal to children of all ages. And there are more to come.
 
The dishes come in specially crafted boxes where the contents are divided for the little ones to mix. You buy the fresh dishes at ICA, COOP or at another store connected to a large chain. In Stockholm we have our own store since August 2018 where we offer meals to the whole family. Three minutes in micro and ready-to-serve. Fast, easy and tasty!

Product features

Helmers Lilla Kök offers four fresh ready-made meals for children. The meals are designed to appeal to children's taste preferences and maintain a high nutritional value. The fresh food is cooked in a quality assured kitchen and is sold in grocery stores and in our own shop in Stockholm.
 
Helmer´s Little Kitchen offer:
·       Meatballs with mashed potatoes
·       Oven pancake with ham
·       Sliced sausage coins with pasta
·       Carrot balls with mashed potatoes (vegetarian)

Product use cases

Our products are the practical solution anytime but especially for when there just isn´t enough time. When the screaming for food starts one step inside the grocery store, when grandpa is babysitting, when kids complain and says that “grown up food tastes bad” or when three minutes is just all the time there is. This is when Helmer´s offer a solution!

Team

Otto Warolin Paulsen avatar
Otto Warolin Paulsen Founder
Otto is the on of the founder and responsible for the sale of Helmer Lilla Kök. Has extensive experience from Retail, worked with IKEA as well as at the Dutch Capi-Lux where he was Retail Manger for Sweden. The idea of Helmer's Little Kitchen was given when I was on ... See more
Otto is the on of the founder and responsible for the sale of Helmer Lilla Kök. Has extensive experience from Retail, worked with IKEA as well as at the Dutch Capi-Lux where he was Retail Manger for Sweden. The idea of Helmer's Little Kitchen was given when I was on parental to Folke, I found it difficult to find a good lunch, dinner option for our older son Hjalmar was 4 years old. "I want to offer all parents the opportunity to buy fresh, savory and nutritious ready meals in the children's tastes." See less
Hanna Warolin Paulsen avatar
Hanna Warolin Paulsen Founder
Hanna is the founder and responsible for product development and the administrative tasks of the company. "With three children aged 3-8 years, I know how hard it is to get the time to" I really love to cook but many times in everyday life, I feel that time is not ... See more
Hanna is the founder and responsible for product development and the administrative tasks of the company. "With three children aged 3-8 years, I know how hard it is to get the time to" I really love to cook but many times in everyday life, I feel that time is not there. "" With Helmer's Little Kitchen sheep the kids have good food in three minutes and I have time for something else with good conscience. " See less

Market

Target Market

Our target market are parents that is struggling to find enough time. Parents that wants healthy options for their children but have little time to prepare such meals. Helmer´s Little Kitchen is a healthier alternative to pizza, sausages etc.
We want to establish the brand in Sweden until year 2020. This is also a scalable concept that can be launched in other countries in the Nordic region. Their food market is similar, even though bestselling dishes differ somewhat. The concept Helmers Lilla Kök is unique and scalable. This invites to an international expansion.

Competitive landscape

The ready-to-eat segment has a strong position on the food market and is growing. Brands like Findus, Felix and Dafgårds sell frozen dishes. We measure ourselves with brands like Gooh, Carolines Kök and Grön Ko that like us offers chilled dishes available in all the major grocery store chains, but no one offer dishes especially for children.
Fast foods like hamburgers and pizza are popular alternatives for anyone wanting hot food that is served fast. Half-ready made foods, like pasta and ready made sauces, are popular in our target audience of parents with young children, but needs preparation,

Unique differentiator from competitors

Unlike alternatives in the readymade category, our meals are developed for children. The meals have the right size, taste, design and price to fit children as consumer and their parents as costumers. Recommended retail price is SEK 49:90, just under 5 euro.
 
Fast food is a favorite among children but rarely among parents. Unlike hamburger and pizza our meals are a healthy option, developed with a dietician, to fit the children. Semifinished foods are a popular option for many families with kids. However, our meals need no cooking, only heating and hereby saves a lot of time.

Company revenue streams

70%: Direct delivery to supermarkets.
  • Today we reach around 25 stores in the Stockholm metro region. This will expand to about 100 stores during Q3 and Q4, 2018.
  • Our own margin is currently around 20%, but will grow as sales grow, as this means a lower cost for manufacturing and delivery per item.
  • Our goal is to have a steady margin of 30% over time.
30 %: Sales in our own store/stores
  • Currently we have our own store in Stockholm.
  • We have very low overhead costs.
  • Our plan is to expand the number of own stores to 7 stores until 2020.

Product/service distribution

Through cooperation we have the opportunity to distribute to the metropolitan regions Stockholm, Gothenburg and Malmö. Our distribution net will be expanded in the same pace as the sales grow.

Execution

Previous milestones/traction

2016
  • Hanna and Otto founding Helmer´s Lilla Kök and start preparing dishes based on demand from families with children
 
2017
  • After months of tasting and testing, we have developed four dishes under the brand name Helmers
  • Lilla Kök (Helmers Little Kitchen). Agreements are written with Cookin, manufacturer/packaging.
  • Our meals are delivered to ICA and COOP via direct delivery.
 
2018
Helmer´s sign a lease contract for shop / office in Norra Djurgården in Stockholm.
  • We opened our first shop in the summer of 2018
  • New distributor of direct delivery to over 150 stores.
  • Two new dishes in the making,
  • Negotiations for another store.

Next key objectives

2018
  • Turn around 1 million kronor
  • Available in 100 grocery stores
  • Open another Helmer store

2019
  • Turnover 10 million kronor
  • Being centrally listed on one of the big chains
  • Available in 250 stores
  • Opens 2 more stores, a total of 4 stores
  • Develop 2-3 new products that help families in everyday life

2020
  • Turnover 25 million kronor
  • Available in over 500 stores
  • Open two more stores under our own name, in total 7 stores

Previous Financing

  • Loan from government financing body Almi Invest for 300 000 SEK
  • Startup capital from the founders 400 000 SEK

Partnerships

 
Production: Cookin is one of Sweden's fastest growing companies in the manufacture of ready-made dishes. They are a well known supplier with a high capacity. In Cookin we have found a supplier that can manufacture all our dishes and are able to adjust the production to the variations in the demand.
During Q3 we have made a distribution agreement with a distributor that reaches around 150 major food stores in the Stockholm/Mälardalen region and are currently negotiating with other distributors in the Gothenburg and Malmo regions.

Use of funds

Around 75% of the added capital will be used for sales stimulation.

1.Employment of sales force/key account managers

2.Extended demo and event activities targeting the main food chains
 
3.Establish more brand stores:
·       Target: 7 stores before 2020
 
Around 25% of the added capital will be used for product development.
·        Contracting a product developer to develop new dishes to help families in everyday life


Industry Certifications/Awards

IP certification

Return on Investment

 
We believe that the big financial return will be created when we in 3-4 years when our products are being sold in a majority of food stores in Sweden and we have established our own chain of stores. By then we will aim for listing on one of the Nordic stock markets. Before then we might be bought by a larger food company that value our premium brand and the fact that we are a premium supplier. 

Risk Analysis

All business contains a certain amount of risk. One is that we don´t reach a strong position on the market fast enough, and by this, our sales will not cover our costs. But as we currently are signing contracts with distributers in the larger city regions, we can avoid this.. However, we know that larger companies have a schedule of 1-2 years for putting a new product segment on the market. We also believe that any other company would have to develop a totally new brand to be credible on the market. We are convinced that Helmer´s have enough lead.