Early bird view of our CrowdCube pitch to potential investors

1. INVESTOR PACK
Crowdfunding
Campaign Nov 2017

2. Table of contents
SECTION PAGE
Products 3
Target Market 5
Progress to date 9
Looking forward 10
Investment Opportunity 14
Our team 15
Call to action 17
2

3. How we
found the
solution to a
common
problem
OUR PROBLEM
We couldn’t find snacks
with proper whole
ingredients
WE ARE NOT ALONE
After 60 years of mass-
producing processed
foods, many people are
desperately looking for
products with natural
ingredients
GO DO IT!
We sought out experts in
nutrition and product
development in Scotland
(Rowett Institute and
Queen Margaret
University) to help us
develop the healthiest
possible products
3
RESULT
Nutritionally dense, superbly
tasty, gluten-free convenient
snacks approved by market
research and sensory testing
.

4. 4
What is the magic inside our products?
Superbly healthy natural Ingredients
= Sogud nutritious snacksmade by hand

5. What do
people like
about our
products?
Health-conscious consumer
▪ Delicious wholesome snack made from natural ingredients
▪ No added preservatives, artificial colours or flavours
▪ No added refined sugar
▪ Gluten Free
▪ Sustained energy for busy people
5
Coeliacs / Gluten Free
▪ Certified Gluten Free
▪ Far tastier than most Gluten Free
products
Commuters
▪ Convenient on-the-go single
packs
▪ Sustained energy
Active / sporty people
▪ Slow release energy
▪ Highly nutritious
▪ Convenient to carry in gym bag or
cycling pocket
Retailers
▪ Shelf-ready, distinctive
packaging
▪ Attractive artisan branding
▪ A truly healthy product with
positive nutritional value
▪ Proven track record

6. Health & Wellness Food category is showing massive growth
and huge potential (Euromonitor - Key Health and Wellness Trends for 2017)
Incidence of coeliac disease has increased
fivefold in the last 25 years
(The New Epidemiology of Celiac Disease - Catassi,
Gatti, and Fasano, 2014)
7% CAGR in Free-From food forecast
for 2017
1) ‘Free-
from' trend
47% of consumers demand all-natural
products versus 44% last year (2016)
39% are willing to pay more for natural
products
(Euromonitor 2016)
Naturally Healthy offering valued at
USD249 billion globally in 2016
Predicted to be the fastest growing
category with expected growth of
$42 billion by 2021
2) Naturally
Functional
trend
Health & Wellness category is
outperforming regular products
H&W industry, valued at $707 billion
in 2016, will continue to expand,
expecting it to deliver 15% growth by
2021.
3) Health &
Wellness
performance
6

7. What is our
potential?
Where do we
fit in?
7
Cereal Bars
62%
£362.4 M
Kellogg, Alpen
Jordan
Fruit & Nut
Bars
20%
£111.3 M
Eat Natural, Nakd,
9bar
Energy Bars
8%
£47.0 M
Bounce, Clif,
Powerbar
Other
Snack Bars
9%
£51.2 M
Kellogg, Wholebake
SOGUD
Premium,
Natural snacks
Total addressable market £654M in 2020, growing at 4% p.a.

8. How do we get our products
to market?
8
Independent Retailers
We have over 100 loyal retailers across UK that we
have built up one at a time
Large Retailers
▪ TKMaxx
▪ Foodist (Germany)
Distributors / Agents
▪ UK and EU
Online
▪ Our own website
▪ Amazon
▪ Yumbles

9. ▪79% average month on month growth since launch in Sept 2016
▪Secured 3 UK distributors
▪Achieved large retail customer plus export to Germany with potential
for more in 2018
▪Supplier to Chewy Moon (subscription boxes for children)
▪Increased staff from 3 to 5
9
How have we been doing so far?

10. How do we build on the success we have already had?
2017 - 18 2019 - 202018 - 19
• Secure Crowd Funding
• Launch Christmas Range
• Export to EU and Middle East
• Employ Marketing / Export Manager
and dedicated Sales Rep
• Secure additional distributors in UK
• Secure contracts to supply airways /
railways / office canteens etc
• Develop Own Label products for
supermarkets
• Secure 2 further UK distributors
• Secure distributors for Export market
• Ramp up marketing activities
including events and advertising
• Increase sales volume via all channels
10

11. Revenue from Distributors expected to be a major
contribution to our income and should be generated by
engaging additional partners
Export sales will be handled via international distributors
Direct sales to independent retailers should reduce as
distributor sales increase
Additional sales rep starts July 2018 to support customers
and distributors across UK
11
What will drive our sales?
• Export / Marketing Manager starts Jan 2018 to develop
export opportunities and support export administration
• Online sales are expected to be a small proportion of
sales revenue, and grow at a lower rate
• Contracts to supply transport (rail/airways), universities,
NHS and schools are expected to grow. Initial
discussions are currently under way
• We will develop own-label products for large retailers as
there is growing demand for this in UK and EU

12. With your help we are looking to raise £100,000 at
£650,000 company valuation for 15% equity
Where to
from here?
The
Investment
Opportunity
How we plan to spend your investment
▪ Capital expenditure to increase capacity
(15%)
▪ Additional production and sales staff (30%)
▪ Sales and marketing expenditure (15%)
▪ Working capital and other costs (40%).
12
Exit strategy*
Our preferred exit route would be via
acquisition by a larger food and drink
company within 5 years.
For example in April 2017, Real Good
Foods acquired Brighter Foods (Wales) for
£9M (84% equity)
* see other M&A examples of similar small food
businesses in Appendix

13. 13
Our core team … loyal, experienced, passionate
Neil Petrie –Founder
(Sales)
Neil has previously started
two successful companies,
including a food business. He
drives our sales, and is also
our professional
photographer.
Terri Petrie – Founder
(Operations)
Brings strategic and
business expertise gained
from years working with
global organisations as well
as her own start-ups
Rosie Pillinger
(Baker)
Rosie does the baking and
developed our products
working closely with
renowned Queen Margaret
University and Rowett
Institute.

14. 14
….and we are also surrounded by experts
Greig Anderson
(Brand design)
Partner and creative director
at Freytag Anderson, award
winning branding and design
studio, Greig designed
original branding and
packaging
Caroline Wengel
(Mentor and advisor)
Caroline has mentored
many start-up businesses
through the difficult first
few years in her role with
multi-million pounds
government agency.
Stuart McDonagh FCA
(Finance)
Having been Finance
Director with various large
companies including George
Wimpey, Berkeley and Kier,
Stuart now specialises in
chartered accountancy for
the food industry.

15. WE INVITE YOU TO JOIN OUR
JOURNEY TO SUCCESS
Contact: Terri Petrie
07960 203 831
invest@sogud.co.uk
15
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Please contact us … we would love to chat