Doubling down on plant-based living 🌱

allplants £7.5m Series A

18 months ago, we joined the allplants journey as part of an £800k seed round, backing JP and Alex — two brothers on an authentic mission to build the home of plant-based living.

The website was a bit clunky, you were only offered the choice between six meals and could only order via phone or email… and yet, they had independently bootstrapped a fully-integrated plant-based meal delivery service and were already selling nationwide with a genuine ambition to conquer the world, spreading love for the plant power movement.

Yes, it’s a movement!

Plant-based living is happening. 55% of UK’s population is now considered “plant curious”, either reducing meat or completely meet free. Who could have guessed that #vegan will be the leading social movement on millennial’s platform such as Instagram?!

allplants aims to be at the heart of it. Being a B-Corp, their values fly well beyond just providing good food. The allplants brand transpires positive 21st century values to its community: protecting the planet with every decision made, delivering awesome service to make you smile and sharing life-enriching information and stories. And they’ve been fantastic at sharing inspiring stories, allplants video content has already reached 6m+ organic views!

And it’s delicious!

If we are being brutally honest, it wasn’t perfect at the beginning! Only six choices, a few hits and misses 🤢… but what we loved how JP, Alex and the wider allplants crew had a genuine pro-activeness for feedback. Customers’ satisfaction is the beating heart of allplants culture.

Fast-forward to today, the team has done a great job and come a long way in a short time-frame. allplants now offers 36 delicious 🙌🏽 😻 SKUs on their website, with new drops every month, and have provided a proper response to customers’ demand by introducing a subscription model with a dedicated online portal.

36 SKUs and dedicated personalised portal

It’s easy for us happy investors & subscribers to say it’s delicious ! — but guess what? allplants recently received massive recognition from experts in the food industry with not one, but 2 Great Taste Awards 🤩.

So we’re doubling down 🚀!

With a first £800k seed round, the team executed well and constantly exceeded our expectations. They have served more than 250,000 meals since they launched and grew on average 20% MoM. The majority of their customers now sign up as subscribers and here is an exciting fact: there’s an allplants meal enjoyed for dinner every 15 seconds every evening in the UK 🔥!

It was an easy decision for us to double our pro-rata in this £7.5m Series A round led by Octopus Ventures, a great platform with a strong and growing portfolio in the food space (Graze, Olio, Tails.com,..).

Here at Felix, we believe that allplants has a real opportunity at becoming the home of plant-based living, a the heart of a large and global movement, and we’re excited to be part of this journey 🌱.