In this exclusive podcast, founder Sophie Baron spoke to Food Manufacture about the funding round and the trends in the infant nutrition market she could see developing in 2022.
In addition to an oversubscribed fundraise on crowdfunding site Seedrs, Mamamade received investment from top angels and entrepreneurs including founders and execs from Allplants, Made.com, Heals, Design my Night, Bulb and Xexec.
Commenting on the investment, Baron said: “As a female founder, in the infant and plant-based space, it hasn’t been the easiest journey, as from the outset, the door was shut to a large number of investors.
“However, the unprecedented support from our growing community was our inspiration, and in fact many of them are now investors. We are delighted to have secured the funds to take Mamamade to the next level and bring our mission to a wider number of people in the UK and beyond.”
Mamamade launched in 2020 out of Baron’s kitchen before expanding nationwide and is on track to annualised revenue of £10m next year.
A tech-based company, Mamamade uses data and community feedback to improve their recipes and develop new products, a significant contributor to their success.
“All our decisions are based on data, our algorithms and speaking directly to our community,” Baron explained. “As a result, we had huge success when we launched our toddler range in the summer, and because it was exactly what our customers wanted, it has become one of our main lines. We can now support parents not just in the early stages, but all the way through their journey.”
Meanwhile, flexibility, growing with your audience and exceeding previously set goals highlight the strengths of crowdfunding, according to Napton Cidery.
In this exclusive interview, director Charlotte Olivier told Food Manufacture why her business turned towards crowdfunding as opposed to more traditional options available on the market.