Fearne & Rosie, a UK-based better-for-you jam start-up, aims to achieve a revenue of around £5 million ($6.2 million) by the end of its 2026 fiscal year.
Founder Rachel Kettlewell stated that Fearne & Rosie is on track to achieve a 150% year-on-year growth in revenue for the company’s latest full financial year, which concludes at the end of the month.
Kettlewell, who established the business in 2019, refrained from disclosing a specific figure for the anticipated sales in its 2023/24 financial year, which is scheduled to conclude next week.
However, she anticipates revenue of approximately £2 million in the upcoming 2024/25 fiscal year, starting in May, followed by an expected figure of around £5 million by the conclusion of the 2025/26 period.
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“There’s a swiftly growing demographic of health-conscious customers, and they’re making decisions aligned with that ethos,” she remarked, expressing the company’s ambition to become the leading player in the UK’s market segment.
“Our products were initially aimed at children, but consumer research revealed that 40% of Fearne & Rosie customers are without children,” she explained.
Kettlewell mentioned that the company is revamping its packaging to cater to adults, aligning with the growing trend toward better-for-you options, particularly low-sugar choices.
“We anticipate the new packaging will significantly enhance our appeal to the secondary market. Our primary target audience is families, followed by health-conscious individuals, and then contemporary adults,” she explained.
“There are numerous micro- and macro-trends in the food industry that Fearne & Rosie can tap into. We’re compliant with HFSS regulations, meeting the demand for lower sugar products. Additionally, there’s a growing awareness of good health, with consumers seeking products rich in healthy fibers,” she elaborated.
Kettlewell announced the addition of a new flavor to the company’s super berries range in September. “I believe one of Fearne & Rosie’s strengths lies in bringing innovation to the category,” she remarked.
She pointed out that jam is a “particularly intriguing category” in the UK, especially when compared to products like honey and peanut butter. Fearne & Rosie, she noted, can draw inspiration from innovations within the latter segment.
“We’re emphasizing the diversification of usage occasions, demonstrating that jam isn’t limited to just being spread on toast. It can be utilized in a multitude of exciting ways,” she highlighted.
In April, the North Yorkshire-headquartered jam maker expanded its distribution across the UK by introducing its products into 407 Asda stores with two available SKUs. These are priced at £3.20 for a 310-gram jar.
The company aims to ramp up growth across various sales channels, including expanding its wholesale options. Presently, its UK retail clientele includes outlets such as Ocado and Waitrose in Yorkshire.
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Kettlewell mentioned that the company will also be entering The Co-op starting from May 20th.
The company has secured its inaugural export agreement in Dubai with the online grocer Spinneys, encompassing all five flavors: strawberry, raspberry, blackcurrant, cherry, and “Superberry,” a blend of the first three.
Ireland is also in the pipeline, scheduled for September. Fearne & Rosie will prioritize this market, along with the UK and the UAE, for the next 12 months instead of venturing into new territories.
“Our main goal is to become one of the most beloved and trustworthy family brands, thus the UK is our main priority. Before we consider rolling out any further, we really need to test, learn, and ensure that everything is operating as we want it to within the UK,” she said.
Fearne & Rosie also provides products to 40 cafes at the UK broadcaster BBC and is set to enter Center Parcs holiday outlets in May.
“We aim to expand our distribution and enhance our product offerings to drive growth within retailers,” Kettlewell stated, emphasizing a goal to elevate the category’s premium status.
