Vegan Recipe Kit Startup Raised £800k

Vegan recipe kit company Grubby has raised over £800k to help grow the business.

Grubby surpassed a £720k target on crowdfunding platform Crowdcube, with £684k raised from angel investors, including Skyscanner founder Bonamy Grimes, WorldFirst founder Jonathan Quin and Instant Offices Group founder Rob Hamilton, with an additional 210 crowd investors joining the funding round. 

Grubby was founded by Martin Holden-White in 2019. The company offers plant based recipe kits that include all the ingredients. It made its first delivery in May 2020 and since then it has served more than 50,000 meals, with sales up 130% to £135k in the first quarter of 2021, compared with the last three months of 2020.

The company, which is now valued at £5.1m, will use the money to boost the growth through product innovation, speciality add-ons and an enhanced digital experience to win more customers.

Holden-White said: “The growth in plant-based eating, online groceries and home deliveries in general have all grown exponentially over the past few years.

“The growth we’ve experienced to date has proven that we have a really well-defined niche in the recipe kit market. Our mission is simply to make plant-based cooking more accessible without costing the earth.

“We’re all about making cooking more enjoyable, a time to switch off and tune in to our prep-playlists, without the aimless supermarket sweeps. We’ll be using the investment to develop our technology, build on our existing product offering and execute our focused marketing plan.”