Meet Dragons’ Den success Super U following pitch perfect TV appearance

Gateshead superfood agency Super U has turn into the newest agency to emerge victorious from the Dragons’ Den, after profitable £50,000 funding on the favored show.

Viewers watched final evening, April 8, as Sean Ali and Charlotte Bailey gained over the panel of millionaire entrepreneurs, gaining a full home of presents matching the funding they went in for.

The pair launched Super U in 2017, providing a group of superfood blends that was impressed by the couple’s personal private well being struggles.

The couple, who now stay in South Shields, had met at Nottingham Trent University, the place Ms Bailey was finding out legislation and Mr Ali was taking a enterprise administration and economics diploma.

Mr Ali had spent a part of his research in America, the place he researched pure meals similar to acai, baobab, spirulina and acerola, which had turn into well-liked within the States in smoothies and protein shakes.

Ms Bailey had been struggling together with her well being but it was solely after being recognized with coeliac illness, and being positioned on a strict gluten-free food plan, that the pair realised how a lot her fatigue and digestive points had been affecting her complete life.

Incorporating superfood blends into her food plan gave her a brand new lease of life, prompting the pair to launch Super U to provide everybody an opportunity to pattern their advantages.

After graduating, the pair labored with dietary consultants and medical doctors in purposeful medication to create their very own vary of merchandise to assist help immunity, digestion, pores and skin well being, power and focus.

The couple’s mission is to make superfoods extra accessible for everyone, so the blends – similar to Shroom Coffee, Berry Beauty and Clean Greens – will be added into smoothies, shakes, salads, yoghurts and drinks.

Sean Ali and Charlotte Bailey of Super U make their pitch on Dragons’ Den

After telling the Dragons in regards to the enterprise all 5 – Sara Davies, Peter Jones, Deborah Meadon, Tej Lalvani and Touker Suleyman – made the identical supply of £50,000 for five% fairness.

They ultimately negotiated a joint take care of Tej Lalvani and Peter Jones for a £50,000 funding in return for six% fairness.

Ms Bailey stated: “We beloved all the Dragons however we felt they had been the most effective Dragons to assist us take our enterprise to the following degree. It was tough to carry it collectively after we made it again into the elevate, “I’m simply so grateful that we skilled that collectively and it is one thing we are going to bear in mind perpetually.”

However because the show was filmed final summer season, they revealed the enterprise has moved in a distinct route – and they’re now set to interrupt into the US market.

And they will not be utilizing the £50,000 funding they secured on the BBC one show – they’re launching a crowdfund marketing campaign to lift 10 instances that quantity.

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Mr Ali stated: “To reduce a protracted story brief, the deal’s not going by means of. We’ve determined to mutually stroll away from the deal and we’re getting ready for a crowdfunding deal. Our pre-registration web page went stay on the evening of the show.

“We’re going with Seedrs who we have raised with earlier than, two weeks after the show.

“Instead of getting £50,000 for six%, we’re making an attempt to lift £550,000 for 10%. Our large plan for this 12 months is to launch in America in August/September time and we simply felt that we want the cash extra. We’re an internet enterprise, and in an internet name with Tej he was steering us in the direction of retail, which we’re not that all in favour of proper now, due to how properly we’re doing as an internet enterprise.”

They had been as a consequence of seem on Dragons’ Den a couple of years in the past – nevertheless it coincided simply as catastrophe struck a 12 months into the enterprise.

In November 2018, Mr Ali was recognized with Hodgkin’s Lymphoma, a type of blood most cancers, on the age of simply 26. After chemotherapy and radiotherapy, he acquired the all-clear the following July and remains to be formally in remission.

He stated: “I’m again to full well being now however that was a little bit of a knock. Thankfully the enterprise stored rising and that July after I acquired the all clear we raised £160,000 for 15% by means of Seedrs, and since then we have actually kicked on.

“We completed our third 12 months final 12 months and did just below £500,000 as of final October and are projected to do £1.4m this 12 months however who is aware of what’s going to occur after being on Dragons’ Den? We’re actually hoping it’s going to assist the enterprise take off.”



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