We are a revenue generating startup that has created the concept of HALAL Dairy free, Gluten free, Additive free, Preservative free, Colouring free cheeze, dips and spreads. These are the Main Parameter of Values (MPV) that make up our Value Proposition. The other MPVs are home deliver and cheese platters, cheeze hampers for special occasions like Eid and Chrismas as well as cruelty free, environmentally aware, low carbon footprint. Basically a healthy Cheeze Alternative for which the customers are willing to pay significantly extra! At present our cheeses are selling for $27 (AED 100) on average for a 200grams unit.
We currently have an online shop and provide free delivery anywhere in Dubai and Abu Dhabi. We also stock at Ripe Organic and three other shops in Dubai and four online platforms (see pitch deck) and growing our e-commerce presence on other online platforms. Having met one of the leading super markets here in the UAE, we realized there is a significant opportunity to penetrate the existing cheese market with our product as The Healthier Cheeze Option. Our target audience is not just people who are vegan and dairy intolerant but also people who want to eat healthy and are looking for a healthier cheese alternative. People who are aware of the nasties in cheese and want to feed their families the healthier alternative to cheese. Sales have increased by 180% from January 2017 to June 2018, achieved through minimal marketing.
We also produce other non-dairy products, like crackers to supplement our cheeze, yogurt, protein balls, brownies, etc. However, we have not marketed these products, even though the potential is there, as we will not be able to fulfill the market demand due to capacity limitation at present. However, the growth in sales for these items has been of 172% from January 2017 to June 2018.
B2B: We have perfected the taste and texture of non-dairy Mozzarella Cheeze for the pizza chains and 4/5 star hotels. At present talks are on-going directly and indirectly with the pizza chains.
The startup has attained proof of concept, and gone beyond MAP (Minimum Awesome Product) instead of the MVP (Minimum Viable Product) stage all within a matter of 18 months with the founder investing over $200,000 to accomplish this. Basically we have got the customer offering ‘right’. Our Cheeze tastes good AND is good for you! In fact the taste and quality of our cheezes have moved some of our customers to tears literally!