12 February 2024 , 10:46
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The company behind a broccoli "super soup" that aims to cut the risk of type 2 diabetes is looking for a cash investment to help the business grow.
SmarterNaturally is hoping to raise £3 million from investors In order to grow its product range and double sales next year. It has developed an instant soup containing a special type of broccoli called GRextra, and needs the cash to increase production and bring on board more farmers to cultivate this patented variety.
This comes as the significance of nutrition in health and wellbeing becomes increasingly valued, with personalised nutrition programmes like Zoe growing in popularity. Made into sachets containing freeze-dried, raw GRextra broccoli, SmarterNaturally's soup has been shown in scientific tests to lower blood sugar levels, thus reducing the risk of type 2 diabetes.
It's thought that it may also aid other age-related diseases and act as an aide for sports performance, but these benefits have yet to be clinically tested. Scientists at the Quadram Institute, a Norwich-based food and health research centre, created the wonder broccoli.
With years of research and plant breeding, they specifically engineered the vegetable to contain high levels of glucoraphanin. All cruciferous veggies like broccoli, cauliflower, brussels sprouts and cabbage contain a compound called glucoraphanin. SmarterNaturally's GRextra is based on a special type of broccoli first discovered in Sicily that has very high levels of this compound.
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After selling 500,000 products directly to customers in its first year, the group now aims to double this to over a million in 2024. They also plan to expand their farm supplier base to European countries like Spain for year-round crops. Laura Knight, the boss of SmarterNaturally, said they want to grow because there's a huge potential for demand both here and around the world.
She said: ""It's a large and growing market. Type 2 diabetes is not just a problem in the developed world third world countries suffer hugely with type 2 diabetes. We've been focused on type 2 diabetes, but new funding will allow us to start exploring new products," Ms Knight added. They have plans to add more products made with GRextra, like fresh soups, smoothies and snack bars.
There's also a broccoli powder pouch coming out in March, which people can add to their meals. With TV chef and author Theo Michaels helping out, they're creating recipes using GRextra, but without cooking it as this reduces its effectiveness.
The group has been selling its products directly to customers through subscriptions costing £5 a portion and £20 a month. They are currently in discussions with large food manufacturers about possible ranges made using GRextra, according to Ms Knight.
She also mentioned that the group is open to partnerships with retailers, but for now, they are focusing on their own products and continuing with the direct-to-consumer model. The latest fundraising will bring its total so far since being set up to £5 million, adding to £500,000 raised last year.
Ms Knight is also planning to target overseas markets, with her sights set on Europe and the US, with aims to launch abroad possibly next year.