By Manu serves up over $400k from its new shareholders

By Manu is the first refrigerated fresh sauce range in Australia, made with fresh ingredients with no added ‘nasties’, preservatives, additives or artificial sugar. After strong growth nationally through Woolworths and other channels, the Company sought capital to further expand its product range, execute on a pilot with Coles and expand into new markets, such as New Zealand.

Founded by established and well-known Chef, Manu Feildel, By Manu has created fresh, free of ‘nasties’, delicious finishing sauces, perfect to accompany any meal. The sauces were created ‘by Manu’ himself with the ethos to deliver Australians a product with real ingredients that are affordable and easily accessible.

Traction:  In only 3 short years By Manu secured national distribution in over 990+ Woolworths stores, secured over 20 commercial hospitality clients, and achieved $1.5m in revenue in FY22.

Growth Opportunities: As the capital raise commenced, By Manu undertook a trial with Coles across NSW, and were in the process of rolling out across over 300 Countdown stores in NZ.

Lean Operating Model: The company operations had been run incredibly efficiently, allowing the team to achieve a net profit in FY21 and FY22.

Australian-made sauces: All the sauces are produced in Queensland, from the highest quality fresh ingredients, not only differentiating itself from competitors but positioning itself as a category-defining product.

Leaning into your channels: By Manu’s final week was fuelled by a well-planned and executed PR campaign. Thanks to some expert positioning, the company was able to leverage its well-known founder to secure high-traffic media coverage, on Kyle and Jacki O and The Morning Show. 

Whilst this communications strategy worked for By Manu, PR won’t always be a suitable channel, highlighting the need for founders to identify early in the raise which approach will be most economical and suitable for their company.