No cash for the idea. You keep the recipe. We pay you from the first sale.
You bring the recipe and the people who love it. We bring the kitchens, the labels and the buyers.
The recipe was never the hard part. Selling it is. That is the part we already have.
Stages build it. Gates prove it. Ranks are what it becomes. Tap a stop.
Send us the idea.
One page. What it is, where it comes from, and who will buy it. We score it before the founder sees it, so a friend of a friend gets no favours.
You write it. A curator scores it.
Proof, before we cook anything.
We check every plant in it is legal to sell in Great Britain. Then we check that somebody will actually buy it. No buyer, no build.
Curator checks. Founder approves.
You fund the first run.
You pay for the trial. We bring the spec, the lab, the kitchen and the mark. It costs us hours, not cash, which means we can say yes to more people than a fund ever could.
You fund it. Our curator runs it.
Nothing ships until it is sealed.
Lab tests, allergens, labels, cold chain. All signed off and filed. Our quality lead signs with you. You never sign this one alone.
Quality lead and curator. Never you alone.
It stops being a trial here.
It goes live only where the maths works. From the first invoice it is an official product on a real shelf, not a trial. You start at Rank 1, one star, three percent of what we collect. One ledger, and nothing left to argue about.
Our system tracks it and pays you straight.
This is where the model is tested.
Every unit has to clear our floor once your royalty is paid. If it cannot, we reprice it or we shelve it. This is where the idea proves it can earn money. Sentiment does not pay wages.
Founder only.
It comes back for more.
A reorder inside 90 days unlocks the next rank. Your name goes on the pack. Your royalty climbs from 3% to 5%. Most ideas never reach this step, and you will feel it the day it lands.
The buyer decides. Your name goes on.
One kitchen is one point of failure.
We need a second kitchen that can make it, and demand that does not hang on a single shop. Then it can survive you having a bad month.
Founder only.
It scales, or it stands alone.
Top of the band, six percent, three stars. Or its own company, with shares for you. Equity is earned here, against money already collected. Nobody gets handed a share for having had an idea.
Revenue funds it. We still write no cheque.
Three products live at once, without a curator. Eight once two are in place. Three done properly beats two hundred done badly, so we publish the cap instead of pretending there isn’t one.
Most of this trade hides its terms until you are inside. These are ours, on the door, before you write to us. Every one protects you, not us.
No buyer, no build. We never make stock and hope. If the channel cannot pay for it, the product does not get made.
You pay for your own first run, in whole or in part from the buyers you already lined up. It keeps us honest and it keeps you sharp. A product that cost you something does not get treated as a hobby.
Fixing the price a shop resells at is against the law. So we protect your margin the legal way. We choose who sells it, on published standards, and we hold our own price. We never tell a shop what to charge.
Every ingredient in your recipe, every plant, spice, sweetener and additive, gets a written legality position before we cook. Most come back as ordinary food. Finding the ones that do not is the whole point of the check. Selling an unapproved ingredient in Great Britain is a criminal offence, and no product enters the kitchen without its check on file.
You are not asking us to invent a market. We already sell into one, our own filled range, through named stockists, starting with Prendys in Moseley, our licensed producer, who hand-fills the lot and sells it direct. Nobody joins that list on hope: a new recipe has to arrive with its own buyer named at Gate 1, so the shelf grows one release at a time and every product we make already has a home.
What the next one is called depends on what you bring. The rule does not: a buyer is named before we cook, or we do not cook.
Your rank sets your rate. Rank 1 pays 3% of what we collect, Rank 2 pays 5%, Rank 3 pays 6%. The climb is permanent, not a promotion. Your name goes on the pack as you go. Equity comes last, only at Rank 3, and only if you stay.
Every quarter we add up what this earned and what it cost. Two bad quarters and we stop taking ideas. We are not here to look busy.
Set against the going rate for food and drink licensing. What you are buying is the route to the shelf, not the recipe.
Ranks are earned, not bought. Each one lifts your royalty and keeps it there. Here is exactly what every rank pays, in pounds, before you move a slider yourself.
What each rank pays, on a thousand products a month at £4.50 each
| Rank | What earns it | Your royalty | In your hand, a month |
|---|---|---|---|
| Rank 1 | Your first release goes live and sells | 3% | £135 |
| Rank 2 | A reorder inside 90 days | 5% | £225 |
| Rank 3 | Two reorders, and a second kitchen | 6% | £270 |
The band is the going rate for food and drink licensing B. The month is the calculator’s own starting point, a thousand products at £4.50 M. Your rate is paid on what we collect, not on our profit, so it is paid whatever our margin does. Sell more, and every row grows.
Cash is the one thing we never put in. What we put in is hours. They are why the shelf, the label and the buyers are already there. Here is the whole of them, by stage, before your first sale. M
Our hours are the thing actually on the table, so we put them on it. You choose how they get settled, and the whole deal moves with your choice, not ours. It goes in the licence either way.
No fee, now or ever. Our 21 hours come out of what stays with us. The royalty is the only thing that reaches you as a cost.
Rate3% → 6%Fee£0You settle the hours up front as a fee. Your rate then drops a step and stays there for the term.
Rate3% flatFee≈ £950 MThe fee and the rate are two ends of one lever. Settle either end, or anywhere along it, and we write down what we agreed.
Rate and feeyour callA fee is not a second charge on top of the deal. It is the same hours, settled earlier. Under every position the money comes off the same sale. Your rate is paid whatever our margin does. What changes is only when and how our work gets paid for.
Every rank above becomes money the moment you put a volume against it. Move the sliders. What you are paid comes off the sale, not off our profit. So it is paid on every product, even the ones we barely make anything on.
Where each £4.50 goes
Above our floor. Once you are paid, £1.67 a product is left with us to carry the kitchen, the label, the shelf and the compliance. Our floor is £0.50, so this one clears with £1.17 to spare.
The price starts at our own direct retail row and the rank at the middle of the three A. The unit cost is derived from that same plan B. The floor is our model M, to be set by the founder. Your rate is on the sale, not on our profit, so it is paid whatever our margin does. Nothing here is rounded in our favour.
Your rank holds, so the money rises with every product sold. Nothing is clawed back as you grow.
It moves you up a rank: 3%, then 5%, then 6%. The lift is permanent, not a promotion.
Look after one you did not write and you take a share of what it makes. That is the curator route.
You keep the recipe. You let us make and sell it. We let you use our name and our standard. Nothing is signed away, either way.
Covers the trial you fund. Who owns the trial stock. Who pays if it fails the Seal. What happens to your spec if you walk.
A new kind of partner, paid out of the products they run, not out of our cash. It is how we grow without hiring.
Only at Rank 3, and only then. A separate company, created against money already collected, not against a pitch.
No one is trapped in the family. Every position has a door, and you walk out holding the thing you came in with. All three are written into the licence before anything is signed. M
The licence runs its course and stops. The recipe comes home with you. Our mark comes off the pack. You can sell it yourself, or take it to another house.
You keep the recipe, the name you built and the customersWant it back before the term ends? Pay an agreed multiple and take the product independent. The number is written down when we sign, not argued about later.
You keep the recipe and get the mark released to youProve it twice over and the product can stand alone as a separate company. You hold shares, and they vest as you stay. Our name is licensed in, never taken.
You keep shares in the company your product builtA small rate on a big number beats a big rate on nothing. We are paid to sell more, not to charge you more.
Stay to Rank 3 and the royalty stops being the ceiling. The product can become a company, and you hold shares in it.
The recipe is yours on day one and on the last day. If it all ends, you still walk out with your product and the people who buy it.
There is an end date and a buy-out. We have to keep earning the deal, or you take the product back.
A verified from our own costed plan, B industry benchmark, M our model, agreed case by case.
Before a single bottle is patterned, every ingredient in it gets a written legality position. Most are ordinary food and the note is short. Moringa is not: it is only allowed in certain food types and up to certain levels. A different part of the plant, a stronger dose, or an extract needs its own approval.
Slow, dull, expensive work that almost nobody in a creator’s kitchen can do. That is the point. It is why the standard is worth more than a logo.
We would rather tell you now than waste your afternoon.
I have a recipe that is genuinely mine.
People already buy something from me.
I can fund a first small run myself.
Answer all three and we will tell you straight.
If that is you, say so. If it is somebody you know, say their name. It costs nothing and it takes one page.
You are not asking for money. There is none on offer. You are asking us to shelf it.