‘Farm to Fork’ healthy eating brand Mindful Chef raises £1 million and adds triple grand slam winner Andy Murray, Olympian gold medallist Victoria Pendleton and rugby champion Will Greenwood to its growing list of high profile investors.
Mindful Chef closes on equity crowdfunding platform Seedrs today after an exceptional week of investment. Whilst seeking to raise £400,000, the brand has exceeded £1 million in funding and has closed weeks before anticipated.
Giles Humphries, co-founder at Mindful Chef says: “We are delighted to have overfunded in such a short period of time. The demand has been phenomenal; this is huge validation of the business and has left the whole team energised about what the future holds. We are looking forward to bringing healthy eating to thousands more households across the UK.”
With household names including the Beckhams and top league sports stars, amongst the growing list of fans of the healthy recipes, the future of Mindful Chef looks promising.
Olympian Victoria Pendleton adds: “Having discovered Mindful Chef recently I couldn’t speak more highly of the product. The quality speaks for itself and as soon as I heard the guys were crowdfunding I knew I had to be involved. I am looking forward to helping spread the word about this fantastic new business.”
Advocating convenient healthy eating for the busy individual, couple or family, Mindful Chef is expanding to offer their services to more health-conscious homes, to benefit the entire country. Mindful Chef currently delivers gluten-free, organic produce with no refined carbohydrates to homes nationwide. Customers choose the recipes, Mindful Chef source and deliver the produce and the customer cooks and enjoys the meals. No fuss, minimal waste, just delicious and healthy meals.
Three remarkable men with variant qualities and experience saw a gap in the market, and joined together to launch Mindful Chef. Co-Founder Robert Grieg-Gran was a time-poor, global investment banker who ate badly at his desk for 7 years, whose mission is to offer the nation good quality, ‘farm to fork’ meals. Second co-founder Giles Humphries, worked long hours at M&C Saatchi and preparing healthy meals was unwillingly replaced with grabbing fast food with no nutritional goodness. Giles brings digital marketing and brand experience to the executive team. Lastly, co-founder Myles Hopper, personal trainer and nutritional coach brings health credentials and expertise to the team, regularly keeping a strict, close eye on the nutritional value of each recipe.
Current investors include former Global Chief Strategy Officer of Interbrand, Leslie Butterfield CBE who commented: “This is one of the most promising brands in one of the strongest growth markets right now. High-quality product, talented team and major growth market – that makes for a very powerful brand! I’m really excited to be supporting the Mindful Chef team as they build a great business and a powerful brand for the future.”
The healthy recipe box brand raised funds to increase marketing, invest in their technology to enhance the user experience and build a state of the art mobile app. Mindful Chef’s long-term vision to sell other health and lifestyle products to homes nationwide is now a reality.
In the US, research firms like Technomic have pointed towards recipe boxes making up $3-5 billion of the $1.2 trillion grocery and restaurant market. If that holds in the UK, recipe boxes would be 0.25% of the £178bn grocery market. That means potential annual revenue of £44+ million for Mindful Chef alone.
Mindful Chef closed on Seedrs today: www.seedrs.com/mindful-chef
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