Squeezy salad dressing brand Toss has won £660k in backing for its premium proposition of natural dressings that go “beyond the salad bowl”.
Supported by a consortium of venture capital, angel syndicates and industry founders, the funds will be used to ramp up Toss’s marketing efforts, scale retail distribution and expand its product lines.
“On a mission to change how people think about salad dressings,” Toss currently sells predominantly direct-to-consumer, though it has listings in Holland & Barrett, Harrods, Selfridges and more than 100 farm shops and delis.
“We’re absolutely delighted to have brought together such an incredible group of investors,” said Grace Devlin, who founded Toss alongside her sister Sophie.
“Our priority wasn’t simply raising capital, it was finding partners who genuinely believe in our vision and who can add value as we scale the business. Every one of our investors brings a unique perspective, experience and network, and we couldn’t be more grateful for the belief they’ve shown in us.”
Investors included SFC Capital, FIGR, GOTA, SyndicateRoom’s Access, the founders of influencer marketing platform Tribe D2C, and angel investors William Frewin and Tom Waterhouse.
Devlin said the brand would invest “heavily” in consumer awareness and driving trial of their products as part of their hope to make dressings something reached for daily, rather than for an occasion.
“We’ll also be launching new product formats that make it even easier for consumers to incorporate Toss into everyday meals, whether that’s drizzling, dipping, marinating, glazing or spreading,” she added.
Investors said the company’s clean-label approach and contemporary flavours had attracted them to the brand.
“The dressing aisle has been dominated by artificial additives for over a decade, with little meaningful innovation in sight,” said Vincent Kuiper of GOTA. “Toss changes that, bringing 100% natural ingredients, bold flavours and a brand built for occasions well beyond the salad bowl.”
Emily Shaw, co-founder of Tribe, added that the brand had managed to tap into a “real shift in how people eat”.
“This raise puts them in a strong position to own that space, and we’re delighted to help them maximise the DTC opportunity,” she said. “They have a rare clarity on who their customer is and we’re excited to bring our DTC experience to help them build on that as they scale.”
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