UK-based Feedr, an intelligent lunch platform, has secured 1.5 million pounds in funding. The investors included Episode 1 Ventures and Founders Factory.
London, 20th November 2018: Feedr, an intelligent lunch platform using technology to offer office employees personalised meals from healthy food suppliers, today announces a pre-Series A investment round of £1.535m. The round was supported by notable investors including Episode 1 – the Venture Capital fund who backed Shazam and Triptease, as well as Angels Errol Damelin – Founder of Wonga and investor in CityMapper and TransferWise, Richard Glynn – former Ladbrokes CEO and Founder of Alinsky Partners, David Pritchard – Founder of OpenTable Europe, and Founders Factory – Brent Hoberman’s accelerator fund. The round will be used to invest in their technology to improve the online user experience, expand the choice of healthy meals and build out their machine learning driven personalisation. Feedr will also increase their salesforce and plan expansion outside of London.
Launched in 2016 by entrepreneurs Riya Grover and Lyz Swanton, Feedr is a marketplace for businesses to provide their employees with personalised, healthy meals from independent and nutritious food suppliers including Deliciously Ella, Farmstand, We Grill, Potage, Maple & Fitz and more. Feedr has fed employees at over 400 companies including AirBnB, Etsy, DHL and PwC. In the past 12 months, Feedr has seen more than 300% growth and it continues to scale as more businesses recognise the value of giving employees daily access to nutritious food.
Feedr’s Cloud Canteen platform provides employees with the healthiest food in London, at a lower cost than they’d access on the high street. Employers have the option to fully or partly subsidise employee meals, allowing their staff to embrace healthy, fresh meals for under £5, daily, whilst limiting the cost borne by employers. Feedr offers this flexible subsidy model that caters for all types of company budgets as well as varying team sizes. Feedr’s cloud based software allows for personal selection whilst order fulfilment and delivery is managed for the whole company at scale – a unique model in the UK market.
Feedr’s technology allows for dynamic menu building in a way that other food delivery services do not. When an employee selects a meal, Feedr feeds back these choices to create more data-informed menus in a ‘Netflix for food’ concept. The menu choices become more personalised the more employees use it.
Feedr’s innovation sits at the intersection of three key changing trends. Firstly, there have been major innovations in the B2C food delivery space with the dominance of Deliveroo and Uber Eats, however the B2B space has experienced very little disruption to date. Coupled with this, demand is growing for greater workplace wellbeing, with employers seeking to offer an attractive company culture with personalised work perks. Lastly, eating habits are changing and expanding food options are becoming the norm. Feedr is a product that fills this gap in the rapidly growing food-tech space.
Riya Grover, CEO from Feedr says, “We’ve seen dramatic shifts in the way consumers want to eat, yet most people fail to actually eat nutritious, fresh and varied food during their daily lunch hour at work. We’re really excited to disrupt this space, transform traditional food systems and make healthier food accessible from our curated collection of London’s best food vendors.”
Damien Lane, Partner from Episode 1 Ventures says, “Feedr’s strong brand values address the rise of the conscious consumer with a greater awareness of ingredient quality, artisanal producers, food provenance and the impact of food consumption on health. The team brings incredible execution skills with a passion for shaping healthier futures.”
Feedr is the disruptive food-tech business founded by two female entrepreneurs who are passionate about food, nutrition and workplace wellness. Feedr is on a mission to help us eat healthier during the working day using smart technology and the spare capacity of some of London’s most interesting restaurants and food stands.
Feedr uniquely provides employee meals, that are made using simple, clean and honest ingredients, transparent food chains and eco-friendly packaging. It works with the most interesting independent artisan food providers to make it possible.
In the last year, Feedr has grown by more than 300% and continues to scale as more businesses recognise the value it offers to them and their employees. 400 companies, including Airbnb, Etsy, Matches, DHL and PwC have already used the marketplace to subsidise healthier meals for their employees and thousands of meals have been purchased by workers across London.
About Riya Grover, CEO and Co-Founder
Riya Grover is the Founder and CEO of Feedr, a curated marketplace which allows individuals to order healthy, nutritious food from London’s best artisan vendors at their workplace – and named one of the top 100 Startups in 2018 by the Startups 100 List. Prior to starting Feedr, Riya worked in Sales at Deutsche Bank and Marketing at PepsiCo. She holds an MBA from Harvard Business School and an Undergraduate in Economics from Oxford University. Riya advises and has worked with a number of startups in London, and is proactive about supporting early stage entrepreneurs.
About Lyz Swanton
Lyz Swanton is the COO and Co-Founder of Feedr. Lyz is a foodie to the core, having grown up eating mostly farm to table in her native Vancouver, and is passionate about building more sustainable food systems. She is the operations and analytics brain of the business, and manages Feedr’s vendor community. Lyz’s previous experience ranges from strategy consulting with Oliver Wyman to project management at the Clinton Health Access Initiative, and strategic support at various non-profit and social enterprises. She holds an MBA from London Business School.
About Episode 1 Ventures
Episode 1 Ventures is a London-based early stage venture capital investor that manages a £60m Enterprise Capital Fund, looking to invest between £250k and £1m into high potential software based businesses with significant operations in the UK.