SRSLY Low Carb, a UK-based company, is thrilled to unveil an exciting distribution agreement that will bring its exceptional line of nutritious, delectable, and top-tier food items to numerous prominent supermarket chains in the United States.
SRSLY, headquartered in Hertfordshire, UK, has entered into an exclusive agreement with Gourmet Foods International (GFI), a specialized food distributor based in Decatur, Georgia. GFI serves major supermarket chains across all 50 states in the US.
As a result of this collaboration, SRSLY has successfully secured an agreement to provide its low-carb pizza collection to the esteemed Harris Teeter Supermarket group, an established retailer with an 84-year history. Harris Teeter presently operates more than 250 stores across seven South Atlantic states and Washington, D.C., among others.
The partnership with Harris Teeter, a subsidiary of one of the nation’s major retailers, Kroger Co, presents an invaluable opportunity for SRSLY to significantly enhance its brand presence in the US market. Kroger Co, renowned for serving approximately nine million customers daily, achieved sales totaling approximately $148 billion in 2022 through its eponymous chain and a variety of other retail and supermarket entities under its umbrella. Among these, Roundy’s, a subsidiary supermarket chain, is actively engaged in discussions with SRSLY regarding the inclusion of its product line.
In 2019, Andy Welch, a former Ironman triathlete, established SRSLY, driven by his passion for nutritious cuisine. Initially designed for fellow endurance athletes, the appeal of SRSLY’s low-carb, high-protein, and wholesome products quickly broadened to encompass a diverse audience seeking delicious and healthful choices for weight management, diabetes control, and overall well-being.
During its inaugural year of operation, the company achieved £1.6 million in sales, all without any expenditure on advertising. In the second full financial year, revenues surged to £2.2 million, primarily due to a surge in online orders during the COVID-19 lockdown. Thanks to a growing online presence and fresh collaborations with UK and US retailers, SRSLY anticipates revenue to reach £4.8 million in the ongoing fiscal year. This figure is expected to more than double in the subsequent year, 2024/25.
SRSLY’s product lineup, crafted by a dedicated team of nutritionists, bakers, athletes, and food enthusiasts, has garnered the support of the NHS and prominent health-oriented charitable organizations. Additionally, the company is making a strategic investment in a new 7,000 square foot warehouse in Hemel Hempstead, aimed at bolstering its production efficiency.
In pursuit of its worldwide expansion goals, SRSLY is presently initiating a seven-figure equity investment round in collaboration with Ruffena Capital. This initiative encompasses the recent launch of a crowdfunding campaign with a minimum target of £500,000. The raised funds will be directed towards bolstering SRSLY’s growth strategy, with a primary focus on expanding retail opportunities in both the US and the UK.
Welch said, “I’m delighted to announce our significant distribution agreement with Gourmet Foods International (GFI) which marks a major step forward in our global growth ambitions.
“GFI has long been a pillar of culinary excellence within the food distribution industry with an illustrious, well-established history and an extensive network covering the entire US. The company’s prestigious clientele consists of leading American retailers and food service organisations including Kroger Co, where we have secured an initial pizza distribution deal.
“This partnership is just the beginning for SRSLY within the US market as I’m confident it will open the doors for our wider product range and help us grow our presence within other major supermarket groups.
“I’m also excited about our crowdfunding campaign which enables anyone to invest in SRSLY and become part of our vision to grow a successful UK business on the back of our diverse, healthy and delicious low carb, high protein food offering.”