Source: Tanya’s Just Real

The company has now completed its relaunch as Tanya’s Just Real

The Saucy Affair has cancelled its Seedrs crowdfunding campaign ahead of reaching its target to relaunch with a reduced aim under its new branding Tanya’s Just Real.

The fresh sauce startup was originally seeking £350k of crowdfunded cash to support a full brand relaunch and listings into major retailers.

It has now lowered its ambitions, looking to raise £150k in exchange for a 4.9% stake – valuing the business at £2.9m.

The decision came after holding “intense conversations” with the brand’s manufacturing partner – a key investor – which led to a restructuring of the business’ route-to-market plan, founder Tanya Robertson-Lambert said.

“Initially we were going to launch into retail and later we would tap the foodservice market. Now we have decided to bring both foodservice and retail into a spring launch,” she said.

“This means we no longer need the full £350k as the pulling forward of the foodservice launch means we will be seeing revenue streams earlier.”

Tanya’s Just Real plans to use the funds raised for working capital, to expand its team and support a robust PR, marketing and retail activation plan.

Since going live on Monday (11 November), the campaign has raised £121k from 126 shareholders, with the brand able to retain all the 71 investors from the original raise.

“We are confident we are going to get the funding,” Robertson-Lambert said, adding that, though open to overfund, the campaign will be capped between £250k to £300k.

“We are looking for the support of the industry more than anyone else, to lead the way away from ultra-processed food supporting a disruptive brand with a mission to do good,” she added. 

“This brand is not just about providing a good product but also about promoting mental, physical and gut health.”

Tanya’s Just Real’s six-strong range of cold-pressed products – three sauces and three dressings including flavours such as Fiery Fiasco, Beetroot Cahoot and Smokey Cokey – is vegan and gluten, dairy and preservatives-free.