Design consultancy: Midday
Advertiser: The Primal Pantry

Executive Summary

  • 21,000 orders in first two weeks
  • From zero to £2m turnover in four years
  • Cracked the mass market: Tesco, Sainsbury's, BP, WH Smith
  • Out-paced the category and similar start-ups
  • Export sales of £510k
  • £3m investment based on it being "a strong recognisable brand"

"Our product can be made in anyone's kitchen. Our biggest asset is our branding, it's what people remember. The branding has worked really hard for us - we've smashed all our targets." Suzie Walker, founder, The Primal Pantry

The Primal Pantry is a start-up business founded in 2014 by first-time entrepreneur Suzie Walker. She developed the product in her kitchen, inspired by snacks she made for her toddler. Driven by the lack of choice in healthy snacks on the market, she set about launching a 'raw' bar made with just a few ingredients. She knew there was demand for less processed snacks but, even so, this would not be easy. The high cost of quality ingredients meant it would be a huge challenge commercially. If it was going to work, it would need to sell at volume and at a higher price than competitor brands. A further challenge was that 'raw' snacks were unfamiliar in the UK, physically unattractive and easy to copy. It was going to need really good branding and packaging.