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- 2. what drives us We no longer want to live at the expense of our health and our planet. And we aren’t the only ones.
- 3. the status quo THE PROBLEM 53% of customers want to reduce their sugar consumption. (1) tons of sugar 37% of consumers want to avoid flavors and preservatives. (2) synthetic ingredients 51% of consumers want to reduce plastic waste. (3) plastic waste 72% of consumers care about the environment. (2) climate change (1) Mintel, Statista 2018, (3) WU Wien, Statista, (2)(4)Statista Global Consumer Survey
- 4. what customers want THE FUTURE less sugar natural ingredients plastic-free packaging green business models
- 5. we make uncompromisingly good food. for you and the environment.
- 6. our elaborate portfolio THE SOLUTION #fitnessfood #brainfood#soulfood healthy chocolate natural protein functional snacking With our healthy snacking portfolio, we help get our customers through the day, no matter what challenges they face. LAUNCH JUNE 2020
- 7. rethinking chocolate PRODUCT #1 The first clear-conscience chocolate. #soulfood + 8 indulgent flavours + 65% less sugar (than comparable bars) + natural power from hemp seeds + only seven organic ingredients used
- 8. uncompromisingly good COMPETITION ANALYSIS Until now, customers had to choose between indulgence, nutrition and sustainability. With nucao consumers no longer need to compromise. organic nutritious sugar content price plastic-free ecological mission Chocolate Bar (Mars) 64 % € Dark Chocolate (70% Lindt) 29 % €€ Vegan Chocolate (Vego) ✔ 39 % €€ ✔ ✔ 15 % €€ ✔ ✔
- 9. more than protein PRODUCT #2 The hype around protein lives on, and we are providing the first truly natural & sustainable alternative. #fitnessfood + full plant-based amino-acid profile + no artificial sweeteners + 50% plant-based protein + high in fibre & minerals
- 10. naturally outstanding (with price) COMPETITION ANALYSIS nupro is the first 100% plant-based protein shake, that tastes natural and delicious, while providing you with beneficial fibre and minerals. organic no artificial sweeteners protein content nutritious price tastes… plastic-free ecological mission Private Label (retail brand) … .. € artificial Diet/Mainstream (foodspring) … . €€€ artificial Organic Vegan (Pur Ya) ✔ .. . 4.99 bitter ✔ ✔ .. … 4.99 naturally delicious ✔ ✔
- 11. 100% plastic-free THE PACKAGING While big players look for excuses, we present the solution: our 100% home-compostable packaging. 100% certified home-compostable made of cellulose, starch & paperprinted with organic colours bye bye plastic!
- 12. one product = one tree THE REFORESTATION PROJECT We rethink consumption. We plant one tree for every product sold, in collaboration with our partner Eden Reforestation Projects. > 1.5 MILLION trees planted 309.075 t CO2 removed > 10 THOUSAND workdays created
- 13. our vision We aim to become a global lighthouse project for healthy and sustainable food and plant one billion trees.
- 14. the stars align THE TARGET GROUP willingness to pay more for healthy products interested in environmental protection sustainability as major buying argument pursuit of healthy lifestyleSocial Status Values Tradition Modernisation & Individualisation Re-Orientation LowerMiddleHigher LOHAS Lifestyle of Health and Sustainability
- 15. huge potential THE MARKET 85% (2) 7,3m22% (4) 28m …eat chocolate bars regularly … drink protein shakes regularly *20% of the northwestern European population between 20 und 67 of age (1) … eat cereal bars regularly ∅ 4 chocolate bars / month (3); 1,99€/bar 2,6bn € (1) GfK Statista 2019 (2) GfK Statista 2019 (3) VuMa, Statista 2019 (4) Statista Umfrage 2019 (5) VuMa 2019 ∅ 8,2 protein shakes / month (4); 1,80€/shake 1,3bn € 52% (5) ∅ 2 cereal bars / month (5); 1,69€/bar 17m 0,7bn € market potential LOHAS 33m people* market potential market potential
- 16. our usp: covering all bases THE BRANDSCAPE USP: nutrition USP: natural USP: social USP: vegan
- 17. so much achieved. so much to be done. DISTRIBUTION 200 stores 2017 status quo end of 2021 + China 5 000 stores 25 000 stores GER UK,FR REST OF EU starting organic growing in retail scaling up alreadyover 1.5 millionbars sold + China increase degree of distribution (in-store-activation and awareness)
- 18. gaining traction REVENUE AND UNIT ECONOMICS yearly revenue revenue by channel Export 20 % Online 20 % Conventional Retail 30 %Organic Retail 30 % 2m € 4m € 6m € 8m € 10m € 2016 2017 2018 2019 2020* YOY 300% * projection
- 19. the powerhouse OUR CORE founders productionteam product development + RWTH Aachen graudates + Bootstrapping to 2.4m revenue + reached break even temporarily + 37 highly ambitions employees + holacratic organization structure for maximum ownership + implemented OKRs + reliable production partner; highly scalable + complex production method (hard to copy) + in-house product development with food chemist and quality management + quick response to changing market trends
- 20. all-in commitment THE TEAM Mathias Tholey M.Sc. Industrial Engineering RWTH Aachen CEO Christian Fenner B.Sc. Industrial Engineering RWTH Aachen CMO Thomas Stoffels M.Sc. Industrial Engineeing RWTH Aachen COO founders key employees Stefan Schreckenbach 4y. Senior Controller (VW AG) 3y. CFO (Teatox) CFO Julia Hieronymus 3y. CMO (Social Business Consultancy) 4y. Senior Project manager Head of E-commerce Julius Henkys M.Sc. Management University of Mannheim Head of Brand Cora Schmelzer Dipl. Product design M.A. Leadership in Creative Industries Creative Director Antje Kahnt 10y. Int. Key Account Management Head of Sales Gloria Scheibe Dipl. Ing. Verfahrenstechnik TU Dresden Head of Supply Chain / PD
- 21. strongly consulted OUR ADVISORY BOARD Prof. Utho Creusen Management School St. Gallen Leadership Sebastian Diehl Founder of Emmas Enkel Ecommerce Matthias Rensch COO Business Unit Brand Europe DMK Offline Sales Godo Röben CEO Rügenwalder Mühle PR & Product Jens Plachetka Former CEO Heinz Germany Management Architecture Juliane Schiefer Founder of Signature Ventures Legal & Funding
- 22. what others think AWARDS & RATINGS + 81-85 out of 100 points main strengths detected: - traction - founders commitment - export strength + victory against 20 other startups in dm-contest, won listing in 2000 drug stores with nupro + renowned award in UK by professional jury + main award at biggest organic fair of scandinavia + innovation award right when entering the chinese market with our distribution partner
- 23. the plan: go big or go home THE 5-YEAR-PLAN our goal 2024 + 250 million products sold + distributed in 25 markets + team of 100+ employees revenue plan 2020 - 2024 our strategy for the funding period + increase brand awareness (KPI: 400m contact points) + tackling the mass market (KPI: 25.000 POS) + building the portfolio (KPI: 25 SKUs) 0m € 20m € 40m € 60m € 80m € 100m € 2020 2021 2022 2023 2024 Export 55 % Online 20 % Conventional Retail 20 % Organic Retail 5 % revenue channels 2024
- 24. we plan to raise a series a SERIES A IN Q1 2020 funding history: governmental scholarship and crowdfunding campaign (150k) support from government subsidies (670k) bridge financing from family loan (550k) successful cowdlending-campaign via Econeers (500k) Series A 201820192020 Team: 20% doubling in size in 2020 Marketing: 30% awareness PR Sales: 30% field sales in-store- activation Product: 20% two product launches scaling use of funding
- 25. let’s grow together. let’s make every “beep” at the counter a signal for a healthier and greener world.
- 26. be part of the movement CONTACT your contact person: Mathias Tholey, Co-Founder mathias.tholey@the-nu-company.com +49 (0) 172 1417495 the nu company GmbH Mohnstraße 2 01127 Dresden HRB: 35792
- 27. This material does not constitute an offer of securities. Any offer of securities will be subject to the obligation to publish an approved prospectus or an exemption to such obligation. Any investment should be considered risky and independently assessed on the basis of the information provided in the prospect us (if any). disclaimer