Cooking solutions for the new consumer.
Just Spices wants to transform the lives of home cooks, to nurture their creativity and reawaken their sense of discovery. It is revolutionizing the spice market through Digital engagement and innovations in retail and product development.
In 2014, when Florian Falk, Ole Stroschneider and Bela Seebach, then students in Dortmund, Germany, went shopping for spices, they found an industry which had barely changed in fifty years. The spice aisle had left behind Millennials and Generation Z, the most ethnically diverse generations in history.
Today, Just Spices provides consumers with global flavors, organic, chemical-free ingredients, convenience and a digitally-enabled experience. Their products appeal to home cooks who want to spend less time preparing meals, and who cook with their smartphone close to hand.
Just Spices turns digital data into consumer insights which lead to the rapid development of new spice blends and meal helpers. It has built a vibrant digital community of home cooks. More than 60% of its sales are generated online. Through its own in-house studio it delivers content, recipes, a mobile app and a podcast which have given it a unique and influential voice in the $60 billion global flavors market.
Just Spices has established a growing presence in a large, stable category, where there has been little innovation. It now intends to expand further in Europe and create new products to achieve its goal of making every meal more delicious.
Digital first pet nutrition platform.
To provide healthy, personalized nutrition for pets. Using quality ingredients, cooked fresh every day, prepared and portioned for your pet and delivered to your home. Each pack contains, one meal made for your pet, no leftovers.
Nate Phillips was a corporate lawyer in San Francisco when he cooked up his first batch of dog food. He wanted something better for his mini Australian Shepherd than the usual supermarket sacks of dried food. Other dog owners took notice and soon Nate began selling his product at street fairs, occasionally eating a spoonful himself to show how good it was.
Today, NomNom has 160 employees and a facility that can produce the same quality product at scale. It has tapped into a desire among pet owners for fresh, healthy, organic food, customized to their animal’s microbiome, and delivered to their door. Existing customers are incredibly loyal, and new ones keep coming, drawn in by smart digital marketing and a stream of great content about pet health.
The online pet food market grew ten times between 2013 and 2018, to $4 billion. Pet owners crave the same for their pets’ food as they do for their own: convenience, customization and quality. They want products based on specific dietary needs and the size, age and breed of their pet.
Nom Nom is the only vertically integrated direct-to-consumer fresh pet food brand. That allows control and transparency all the way from product development and preparation to customer service. The effectiveness of its model is shown by NomNom’s best-in-class retention and customer lifetime value metrics. Coefficient decided to invest because we’re pet owners ourselves, and once people discover NomNom, they keep coming back for more.
Making your water work harder for you.
Proper hydration brings mental clarity and physical improvements. Yet 75% of Americans are chronically dehydrated. Hydrant wants to fix that. Its science-backed products contain the ideal balance of flavor and minerals to hydrate you rapidly.
John Sherwin discovered the importance of hydration as a biology student at Oxford. Jai Kim was looking alternative to his punishing coffee habit. They connected in 2017 and created Hydrant to deliver a science-driven hydration product that tasted great. Their hydration powders contain less sugar and a fraction of the calories of the most popular hydration drinks, and deliver an optimal electrolyte balance with no artificial ingredients.
Through the smart use of e-commerce and social media to connect with communities of buyers, they developed and marketed delicious hydration powders, which could be dissolved in reusable water bottles. That matters in a world lashing out against the excessive use of plastic. Over 50% of consumers are against single-use plastic water bottles, and over 60% of Millennials use a reusable bottle.
Hydrant has also tapped into the growing market for functional wellness solutions, products for people wanting to live healthier and longer.
Hydrant has already done what no sports beverage has done before. It is functional but natural, sustainable, but convenient, and it has a strong content-driven digital presence. It is making a mark in the $15 billion US market for sports, nutrition and performance beverages. Based in New York, it is tapping into the deep networks of other thriving CPG companies.
With Coefficient’s support, John and Jai plan to look beyond hydration to other areas of wellness, where they can apply their unique combination of hard science, great taste, and deep connection with consumers.