Fearne & Rosie xmas

Fearne & Rosie is expanding its jam range this Christmas after partnering with FareShare

Reduced sugar spreads challenger Fearne & Rosie has kicked off a £250,000 fundraising drive as it aims to sustain current rapid growth with a wealth of new supermarket listings.

The business, which is backed by serial entrepreneur Giles Brook, is looking to attract investment from angels and early-stage VC firms.

It will deploy the money in raising brand awareness, in-store activation and bringing new talent to the start-up.

Named after founder Rachel Kettlewell’s two children, Fearne & Rosie produces jams, honey and spreads aimed at kids, using all natural ingredients, no palm oil and containing 40% less sugar than standard brands.

Sales in September jumped 650% higher year on year thanks to nationwide listings with Waitrose and Ocado, and local distribution in Yorkshire, where the brand is based, with Morrisons.

The funding round comes as the brand expands its jam range ahead of Christmas in partnership with FareShare.

For every jar of its festive strawberry & cranberry jam sold on its DTC website, the company will donate a jar to the food waste charity

“Now is the time to fund the business to enable Fearne & Rosie to meet consumer demand and drive category growth,” Kettlewell said.

“We’re forecasting rapid growth based on conversations with retailers. Our mission is to become the most loved and trusted family brand. Over the next three years, we have ambitious plans for growth in the UK and beyond. We want to provide healthier choices, make people smile, educate, spark joy and have a jammy good time along the way.”

Brook, who partnered with Fearne & Rosie in July after the business turned down a £40,000 offer on BBC’s Dragon’s Den, will take part in the latest round with follow-on funding from his initial investment.

With the backing of Brook, Fearne & Rosie is aiming to grow revenues to £3m in the next three years.

He said: “It’s exciting times for Fearne & Rosie.

“The brand is seeing great momentum as consumers seeking healthier, tastier and happier food choices buy into the ‘more fruit, less sugar’ proposition as part of the recent brand refresh, which has already translated into growing rate of sale, and, consequently, Rachel has received fantastic support from trade buyers as we move towards 2022.

“This fundraise will be directed to supporting increased listings, targeted consumer marketing and building a jamtastic team at Fearne & Rosie.”