Award Winning African Cuisine Food Brand
Nominated for a 'Free From Foods' Award
Ideal For First Time Buyer
Market Ready Brand
Handover Period Offered
Previously Stocked in Premium Food Stores
Sale of Business Name & Brand - No Premises
EPC - GREF 6663 – Relocatable Closed African Cuisine Food Brand
Blacks Brokers are pleased to bring to the market this fully relocatable, currently closed African Cuisine Food Brand which is currently located in Pinner, London.INTRODUCTION
Pepper & Stew was established by our client in 2012 when our client was looking to create a brand of unique and memorable African cooking sauces and spice blends. These were made available both online and in a range of UK food outlets.
What comes with the sale:
1. Transfer of ownership of Pepper and Stew business and branding. A great brand which has worked in conjunction with other prestigious British brands like Harrods, Partridges, The British Library, South Bank Centre and the BBC Good Food Show. In addition to also working with a recognised American brand - Dean and Deluca for the Middle East market.
2. Design files for brand logos, labels (including barcodes) and any other marketing materials like banners, product images and recipe cards.
3. All recipes with measurements for eight cooking sauces (includes new sauces not as yet brought to market) and 12 different spices-blends. All products are 100% natural with no artificial preservatives or additives and are both gluten free and vegan. Additionally, the Egusi sauce was awarded a Great Taste Star Award, while the Jollof sauce was nominated for a 'Free From Foods' Award.
4. Full production process guide and if required, our client can arrange to assist in the production of your first batch.
5. Trademark copy of Pepper and Stew, African food made easy.
6. Transfer of registered domains pepperandstew.co.uk and www.pepperandstew.com.
7. Contacts including produce suppliers, commercial kitchens, graphic designers, photographer, accountant, food event contacts, food buyers for delis the business has supplied to etc.
8. Social media accounts: Twitter - over 600 followers, Instagram - over 2700 followers, Pinterest - over 350 followers.
9. Ownership of website/online shop with all the current copy, product descriptions, food and product images.
10. Templates of presentations used to pitch the brand and products to buyers.
11. A list of over 200 signed up repeat customers who have bought from the business.LOCATION
The business is fully relocatable and can be managed from anywhere within the UK. REASON FOR SALE
The business is ideally suited to a hands-on owner-operator with a passion for good food. Due to our client’s relocation abroad, the business is offered for sale and presents an excellent opportunity for a new owner-operator or team to take the business to the next level. SUMMARY
This relocatable business offers a new owner an exciting range of opportunities. Our client has built a strong brand with a passion for good food which has very unique selling points. This proposition would ideally suit an owner operating team who could push the business forward and build upon the solid and impressive trading foundations. Early meetings with our client are strongly advised. Fixtures:
3x3m Market Canopy
Industrial Stick Blender
Is accommodation included?:
BUSINESS INFORMATION FROM OUR CLIENT
I started the business with the intention of making African food easy to cook. It all began when I learned to cook West African food and my friends would ask me for tips and recipes on how I would make my Jollof rice and stews. From there, the idea developed about creating a ready-made cooking sauce, like a version of a pasta sauce, with instructions for anyone interested in African food to make easily in the comfort of their own home.
I did the research and found a gap in the market. There were not many companies trying to make African food easily accessible for the main stream and the products that were on offer, lacked in appeal. Either the packaging was unattractive or the recipe (if even provided) was hard to follow. Inspired, I started developing products based on popular recipes from all over Africa and the first range of cooking sauces were born.
Product Range: Cooking Sauces
I created a product range of ready-made cooking sauces from scratch, using only fresh quality ingredients without any artificial preservatives/additives:
Jollof sauce – a spicy tomato based sauce to cook the popular West African tomato rice Jollof sauce, but it is also a great spicy base for stews. This product was shortlisted for the Free From Foods Awards.
Egusi stew sauce – based on a West African stew which consists of a spicy tomato base cooked with unrefined palm oil and used for stews.This product won a Great Taste Star Award
Palm nut sauce – a traditional Ghanaian stew or soup recipe which is made using palm nut fruit pulp used to make the popular palm nut soup. It has more carrots that palm fruit pulp which makes it healthier but still very tasty.
Cape Malay curry - a recent addition to the range based on the popular South African mildly sweet and savoury curry. (There are two other South African sauces that have been created to be added to the cooking sauce range.)
Africa is a huge continent giving the producer scope to create a myriad of exciting new products. To add to the sauce range, we have now also developed eight spice kits from North, West, East and South Africa with step-by-step instructions to recreate authentic dishes from these regions.
According to the Grocery trader magazine, across all cuisines, the key to ethnic foods achieving growth in the UK is crossover – broadening purchase beyond the original ethnic group who eat these foods to British consumers.
Our mainstream target audience are consumers with a higher socioeconomic status that can be further broken down into: seasoned travellers, foodies and male consumers with a well documented love for hot and spicy flavours between the ages of 25 – 54 years of age. We also discovered as the business grew that 2nd/3rd African generation professionals were great fans of our products. We had several customers of African heritage, professionals with little time to spend in the kitchen.
Our competition, other ethnic seasoning providers, include Pataks, Blue Dragon, Discovery and Lloyd Grossman, who already have a strong market presence.
Pepper and Stew is different in that we are providing something new that is not already being done by these big companies. We think we will sit well on the same shelf space as them (and we have).
We have also taken care to ensure that all our products are: 100% natural, no artificial preservatives, Low fat and salt content, Gluten free, Handmade in the UK, Clearly states on the label where the recipes originate from in Africa, Easy to follow, step-by-step instructions, Come with alternative use suggestions.
• Trade shows and other consumer shows throughout the years e.g BBC Good Food show, Africa Utopia - Southbank Centre, and Chilli Food Festivals all over central Britain.
• Listed in several premium food stores. Up to date, the products have graced the shelves of Partridges , Harrods, Dean and Deluca - Middle East and The British Library Shop as part of their West Africa Word Symbol Song exhibition. We also have them available in a few delicatessens and gourmet food stores.
• Participated in well-known food awards. Our Egusi sauce won a Great Taste Star Award and our Jollof sauce was nominated for the Free from Food Awards.
• Appeared on Sky TV show, Cooks to Market, with popular food chef Gizzie Erskine and former Gu Puddings owner and entrepreneur James Averdieck.
• Search Engine Optimization on our website through keyword use and regular content creation via our blog.
• Uploaded short videos (Tastemade style) to Youtube, Instagram and other social media.
• In store tastings – these have worked very well for boosting sales and product awareness.