Ready to bring an alternative to white rice, UK-based Cauli-Rice launched a Crowdcube crowdfunding campaign to raise £300,000 in equity for its low calorie meal.
Cauli-Rice is considered a rice replacement product that has 80% less calories but with the same level of taste and satisfaction as ordinary white rice. The company noted, “We beleive it is the first product of its kind on the market with full intellectual property protection.”
The company also revealed, “We believe that we have a product that is an absolute game changer in the diet and weight loss market. Rather than being restrictive, Cauli-Rice is an enabler that gives you the space to enjoy the food you love. This is a brand with a modern outlook that comes to a solution by approaching the problem in a different way.”
“With Cauli-Rice, we want to revolutionize a mature and stagnant food category – an opportunity that doesn’t come along very often. And with our patent protection potentially giving us ‘First Mover’ advantage, we plan to capitalize on this opportunity not just in the UK but in other countries around the world.”
Opportunities for the company include the following:
- To create a convenience cauliflower rice product that capitalizes on the homemade cauliflower rice trend with significant improvements.
- To create an entirely new and high value category in food retail that encourages health conscious consumers to trade up to/from the mature and slow growing rice category.
- To help address globally recognized health issues such as obesity, making Cauli Rice relevant not just in the UK, but in other countries around the world.
While discussing the target market, the company wrote, “50% of adults in the UK have been on a diet in the past year. Of the various types of diets practices, over half are considered to be Low Calorie or Low GI. These consumers try to eliminate or dramatically cut starchy food like rice, bread or pasta from their diets.
“But despite the surge of new diet and health products flooding the market, there is still no Low-GI or Low-Carb products that is able to give the ‘Full Meal Satisfaction’ traditionally provided by starchy foods. These are the people who can benefit from Cauli Rice.
Set to close on August 22nd, the campaign has raised over £196,000 from more than 70 investors.
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