UK Superfood brand Super U is on course to nearly triple its 2020 turnover to £1.4 million and expand into the US later this year following the successful appearance of founders Charlotte Bailey and Sean Ali on Dragons’ Den.
On the show, the owners of the Newcastle-based brand pitched for £50,000 in return for 5% equity and received offers from all five dragons, eventually negotiating a joint deal with Tej Lalvani and Peter Jones for a £50,000 investment in return for 6% equity.
The new investment coincided with the launch of Super U’s Seedrs crowdfunding campaign, which has already raised over £1 million, 183% up on the original target, with a £4.95 million valuation.
“This funding round will enable us to increase our stock holding in order to keep up with the increased demand, further increase our marketing spend as we expand into new markets and to begin building our team,” CEO Ali comments. “We have held back on hiring within the business until we felt the time was right and with our plans for further growth in the UK and into the USA, we are looking to hire credible individuals to join us on this journey!”
The brand recently launched a new certified organic (OF&G) Clean Green Immunity Blend combining eight nutrient-dense real food ingredients full of natural vitamins and minerals: spirulina, chlorella, moringa, wheatgrass, barley grass, pineapple, camu camu and baobab. “Greens are notoriously good for our gut health and immune system, but they aren’t the best tasting thing in the world!” says co-founder Charlotte Bailey. “We balanced the flavour of our blend with freeze-dried superfoods such as baobab and camu camu berry, both of which are a rich source of vitamins but also really work alongside the supergreens.”