Well&Truly, the creator and purveyor of ‘naughty-ish’ snacks, is set to launch its first-ever brand campaign as well as making several new hires following its latest fundraising round.
The £500,000 of new investment comes from the Health Food Group, which oversees a £250mln fund and has backed the Simple Truth Organic brand as well as celebrity chef Gordon Ramsey’s Oh My Goodness range.
It means Well&Truly, whose lines are stocked in more than 2,000 outlets, including Tesco, Sainsbury’s, Booths, Wholefoods and Ocado, has now received more than £1mln in backing in just three years.
It’s hoped the new commercial initiatives planned will help the business, which was launched in 2016 by Sara and Maria Trechman, achieve its target of 150% year-on-year growth in 2020.
“This latest investment will help us to launch Well&Truly’s first-ever brand campaign, as well as supporting with new hires, to help us continue building upon our growing team,” said Sara.
“We look forward to working with The Health Food Group, learning from their expertise and utilising their manufacturing experience, helping drive Well&Truly to the next stage of the business.”
Well&Truly describes itself as a “true challenger” to both mainstream and healthy snacking by “un-junking” familiar savoury treats and creating better-for-you alternatives “with absolutely no compromise on flavour”.
All products have 40% less fat than regular crisps, are “bursting with natural ingredients, gluten-free, vegetarian, truly satisfying and packed full of flavour”, the company said. Currently half of the range is vegan.