About Us

We deliver direct to consumer, ambient ready meals focused on the fast-growing and underserved Baby Boomer+ demographic.

Meeting the need,
driving change

We listen intently to our customers and aspire to champion the needs of the life-loving 60+ population, whose voice has gone too long unheard and untapped.

Just like youth brands focused on Millennials and Gen X, we aim to inspire, excite and engage our customers.

Growth opportunity and
key strengths

  • Target UK Baby Boomer+ generation is underserved, large, growing, loyal and wealthy
  • Direct-to-consumer business model allows for detailed customer insights and greater levels of innovation perfectly aligned with customer demands
  • Capitalising on the structural shift in the grocery market in favour of shopping online
  • Key product differentiators to competitors:
    • long-life ambient meals which do not require freezing or chilling
    • much faster cooking speeds – 2 minutes in the microwave
    • a wider range of products including wine, fresh meat/fish and bakery
    • next day delivery
    • no subscription model
  • Significant scope to extend product and category range, which should lead to a natural increase in average order value (AOV)
  • Strong lifetime value of customers acquired with low cost of acquisition through marketing channels
  • Highly scalable, capital light model
  • Market and business model is replicable in other countries

£1.4bn+

UK Market Opportunity *

16.2m-19.8m

Growing demographic 2019-2029 **

CAGR 248%

FY18 to FY20 revenue to
c.£24.4m in FY20

4.5

Trustpilot Rating

135

Products to choose from

44%

Less environmental impact than home-cooked meals

* UK Baby Boomer ready-meal market
** Age demographic of 60+ source: ONS

Our innovative ready meals tap into the fast-growing Baby Boomer+ demographic, broadly defined as those aged 60 and over. This demographic is not only growing rapidly, but also the wealthiest in the UK.

Parsley TV Box Advert

Our Target Market

Source: Net family wealth per adult (median figure used, adjusted for inflation) 2014-16, Source: Resolution Foundation/ ONS Wealth and Assets Survey
  • Investment in Parsley Box gives access to the only demographic that is growing materially in the UK (16.1m people in 2019 growing to 19.9m in 2029)
  • There is a large cohort entering later life who will all become potential customers of Parsley Box
  • As the Baby Boomer demographic ages they are searching for product and service models that suit their lifestyle
  • We are tailored to communicate with our target market, we take orders online, by post and through call centres to suit the variety of customer preferences

Food for thought:

The UK population is ageing

24%

UK Population is ageing by 2029 27.8% of the population will be 60 and over compared with 24% in 2019

16.2m

60 years and over (our target market) was 16.2m in 2019 (ONS)

We speak directly to our customers fielding over 2,000 calls a day. The direct-to-consumer model allows us to gather detailed insights from customers, building meaningful relationships and allowing for greater levels of innovation perfectly aligned with their demands.

Consumer Insight Leads Product Strategy

Innovation has driven category extension through consumer insight driven research

Ready Meals

Wine

Bakery

Fresh Meat & Fish

Gifting

Sustainable Supply Chain

Our supply chain is significantly more sustainable than comparable grocery supply chains

Overview of the Business

Key milestones in our development

Parsley Box was founded in March 2017 in Scotland by husband-and-wife Gordon and Adrienne MacAulay, after they had struggled to find convenient and suitable food delivery options for Gordon’s mother. Kevin Dorren, a serial entrepreneur, was brought in as CEO in 2019 to continue to grow the business.

Incorporation

March 2017

Incorporation

First funding of £150k. Kevin joins the board and invests through his D2C business Move Fresh

First Funding June 2017

First funding of £150k. Kevin joins the board and invests through his D2C business Move Fresh

Further investment round for c.£200k with angel investors and Move Fresh investing

May 2018

Further investment round for c.£200k with angel investors and Move Fresh investing

Mobeus, a leading growth capital investor in London invests £3m

May 2019

Mobeus, a leading growth capital investor in London invests £3m

Chris van der Kuyl joins the
Board and makes an investment.
Company conducts a wider
£1.6m, investment round

October 2019

Chris van der Kuyl joins the
Board and makes an investment.
Company conducts a wider
£1.6m, investment round

COVID-19: Significant ramp up in sales sees the Company accelerate growth plans

2020

COVID-19: Significant ramp up in sales sees the Company accelerate growth plans

Investment round of £5.2m including existing and new shareholders to accelerate growth

January 2021

Investment round of £5.2m including existing and new shareholders to accelerate growth

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