LONDON, United Kingdom — UK fruit and vegetable crisp maker Emily Crisps has smashed its £1 million funding target on crowdfunding site Seedrs, ahead of its forthcoming launch in the US.
Founded in 2014, by Emily Wong and partner Ale Ascani, the startup’s fruit and vegetable snacks have found success within the healthy snack segment. Providing health-conscious consumers with an alternative to potato crisps and popcorn, its range of snacks are now sold in over ten countries.
Funds from the Seedrs round will go towards marketing activities and expanding the Emily Crisps team, Wong told Crowdfund Insider, adding:
“We’ve reached a critical stage in the UK, having secured major listings and establishing cross-channel national distribution. The challenge now is to make a significant investment in growing rates of sale, market share and penetration by professionalising the team and investing more significantly in marketing activities such as sampling, events and trade shows, especially in support of our new sweet potato sticks line which offers a more mainstream proposition which will be the engine for the growth of the business.”
The London-based company, which currently sells its products in Waitrose, Tesco and Sainsbury’s in the UK, also has plans to expand its presence throughout the UK and other key markets in Europe.
As the global healthy snack market continues to build momentum, according to Mintel, “consumers are eating up this “on-the-go” snacking sub-category, to the tune of US$1.1 billion dollars.”
Like Emily’s Crisps, companies that can rethink the category to satisfy consumer appetite will have the opportunity to “become partners with consumers in this healthier lifestyle quest”.