Parsley Box (www.parsleybox.com) has received a £3m investment from Mobeus (www.mobeus.co.uk) a leading growth capital investor based in London.
The business has delivered two million meals to over 80,000 customers in just over 18 months and is set for substantive growth following the cash injection.
Founded in 2017 by by Adrienne and Gordon Macaulay borne from frustration in finding a meal solution for Gordon’s mother, Gordon noted;
“Traditional meal delivery services we saw were both very expensive and suffered from slow delivery. Parsley Box have reinvented the service by offering next day delivery and a wide range of meals for customers just like my mother.”
The investment was led by Mobeus (www.mobeus.co.uk), who have a successful track record investing in consumer brands. Amit Hindocha, Investment partner commented:
“Mobeus were impressed with the growth rate that Parsley Box has achieved in a very short time and the real need for a quality elderly nutrition brand for this growing demographic.
“The brand allows Parsley Box customers to remain independent and in their own home while freeing them from the time-consuming preparation of meals”
Move Fresh is a shareholder in the business and helped incubate the brand, providing strategic, technology and logistics infrastructure. Kevin Dorren has been appointed Chairman and Bob Henry from Mobeus will be joining the board of directors.
Parsley Box were advised by Finncap and Shepherd & Wedderburn
We launched our latest brand Parsley Box around 8 weeks ago. In this age of digital media and engagement we have seen a lack of digital channels that work for this demographic but have rejoiced in moving back into traditional media (print, direct mail, catalogues!).
Today most digital media talks about response rate, click through rate and conversion rate – all skills that have been prevalent in traditional direct response for many years before it was taken over by digital.
Having recruited more than 1,000 customers in this short period we are using old mechanics like the catalogue to engage in the same way that we use email in many of our other brands.
The majority of our orders are taken on the telephone and we are hearing great stories from our customers that we plan to use in future media.
Finally, TV is going to play a part – and next week we plan to shoot our first TV ad for Parsley Box.
While recipe box companies pile into competitive areas hankering after the aloof millennial we are sticky to the knitting and using direct marketing techniques to broaden our customer base.
Stay tuned for our latest advert once it’s complete in the next few weeks