Mamamade, a direct-to-consumer brand specialising in infant and toddler nutrition, with a focus on supporting parents, successfully closed a record-breaking round, bringing their total pre seed investment amount totalling £1.5m. In addition to an oversubscribed fundraise on crowdfunding site Seedrs, Mamamade received investment from top angels and entrepreneurs including founders and execs from Allplants, Made.com, Heals, Design my Night, Bulb and Xexec.
The UK based brand launched in London, out of Founders’ Sophie and Ian Baron’s kitchen, before expanding nationwide in 2020. Since then, the company has experienced phenomenal growth, with a parenting community of 40,000 and is on track to record annualised revenue of £10m next year.
Mamamade is a growing number of new brands speaking to the next generation of consumer, providing an intimate relationship with their customers, and supporting parents through the parenting journey. The brand offers one-to-one coaching, online resources and stage guides and support that parents can access at their fingertips.
Founder, Sophie Baron, speaks about the recent raise, but also the challenges faced as a female business owner: “As a female founder, in the infant and plant-based space, it hasn’t been the easiest journey, as from the outset, the door was shut to a large number of investors. However, the unprecedented support from our growing community was our inspiration, and in fact many of them are now investors. We are delighted to have secured the funds to take Mamamade to the next level and bring our mission to a wider number of people in the UK and beyond.”
Dominated by legacy companies, the choice for parents is to dedicate a huge amount of time to cooking everything at home or to buy subpar, highly processed unhealthy baby food. As a tech focused company, Mamamade uses data and community feedback to improve their recipes and develop new products, a significant contributor to their success.
Baron explains: “All our decisions are based on data, our algorithms and speaking directly to our community. As a result, we had huge success when we launched our toddler range in the summer, and because it was exactly what our customers wanted, it has become one of our main lines. We can now support parents not just in the early stages, but all the way through their journey.”
Mamamade offers a completely nutrient dense plant-based service, designed by leading nutritionists and chefs, that meet the strictest organic requirements. Everything is made in house in a new dedicated facility, and all meals are free from the big 8 allergens including milk, soya and peanuts.
The company has also garnered the attention of celebrity Mums including; Lucy Mecklenburgh, Rochelle Humes and Millie Mackintosh.