« SLOW FOOD FOR A FAST WORLD»

The Concept

A hot beverage & liquid food retail chain serving bone broth to be taken away or drunk

on the go or over the counter (like coffee or tea)

• We create beef broth and chicken broth using organic bones from environmentally

responsible farms in England

• Our product is unique, in taste and appearance, made with high-quality ingredients and

slow-cooked for 24+ hrs using original recipes, with elements of fusion from East Asia

• We also have a unique vegetarian broth made from mushrooms, seaweed and culinary

and medicinal herbs giving it particular health benefits

Marketed as a nourishing and healthy liquid food that can also fit the fast-paced modern

lifestyle (“Slow Food for a Fast World”)

• Focus on health / healing benefits: high collagen content, rich in amino-acids and

minerals, beneficial to digestion, joints, immune system, skin, hair, etc.

• Salt-free, sugar-free, gluten-free

• The only healthy “hot drink” alternative to coffee, tea and hot chocolate

Combining the efficiency and convenience of modern, rapid, take-away retailing (“grab and

go”, wherever people are on the move) with the nutritional quality of slow food

“The Benefits of Slow Food – The Convenience of Fast Service”

The Concept

T h e F o o d T h e F o r m a t

Slow-Cooked

Real

Ancestral / Timeless

Sustainable

High-quality / Highly nutritious

Fast service (on-the-go, take-away)

Social (community-building)

Modern / Trendy / Creative

Efficient

Convenient (urban locations)

Essential Food for Healthy, Living Bodies

The Context

Health & Wellness:

• More health-conscious consumers

• More holistic approach to health & well-

being (nutrition, fitness, mindfulness…)

Nutrition: focused on authenticity, wholeness

and nutrients’ quality

• Slow food: in reaction to the excesses of

“fast food” and “industrially processed

food”

• Whole food/Real food: “you are what you

eat”

Sustainability as the new 21st century imperative:

• Environment-friendly / sustainable ways of

producing, cooking and eating food

• Consuming/eating differently: mindfully,

“nourishingly”, sustainably

£2.4Bn

+10% p.a.

£1.8Bn

+3% p.a.

£1.8Bn

+4% p.a.

b&b

UK Functional Drinks Market

(Energy, Sport, Nutraceutical Drinks)

UK Organic

Food

Market

UK Hot

Drinks

Market

“The UK consumer market has changed greatly in recent years. (…) These trends have led to increasing demand for convenience products and a subsequent growth in the fast food sector. However, as consumers are also becoming more health-conscious, there is a growing demand for healthier food choices” Euromonitor “Hot Drinks in the UK” - Oct 2014

“The trend for "health and wellness" is becoming increasingly popular among consumers who look for new ways to balance their diet.” Euromonitor “Functional

Drinks in the UK” report – Aug 2014

At the intersection of three major consumer trends

The Context

\\\\\\\\\\\\\\\

Target customers:

ABC1

Health-conscious and fashion-conscious (trendsetters,

food explorers)

Branding: holistic approach to health & well-being, “healthy

living”

Name, visual identity

Look & feel of the bar / kiosk

Underlying philosophy: “good for your health – good

for the community”

Community Building

Social media (Facebook, Twitter, Instagram…)

Customer service: user-friendly, loyalty (pre-paid

contactless card, personalised cups, glasses to be kept

or brought back…)

Communication/Education: health benefits,

campaigns (e.g. “love your bones/hair/skin/nails”…)

Community spirit: delivery of broth to homeless

people / shelters on coldest days of the year

Marketing

Social Media

It tastes, feels and does good…

Why Bone Broth ?

Broth has been made and consumed for centuries

all over the world as a comfort food but also to

heal our bodies

Each cup of bone broth is full of collagen, amino

acids and minerals that contribute to a healthier

living

The cooking time (typically a minimum of 24

hours) helps break down the bones and connective

tissue, resulting in a collagen and mineral rich

beverage that is easily digested and absorbed by

the body

Boosts both digestive and joint health

Gut-healing, easy-to-digest source of

nourishment and energy

No-nonsense on-the-go snack: easy to take away

and drink like a cup of coffee or tea (the only

healthy “hot drink” alternative!)

It can be consumed at any time of the day, as a

morning drink, a light lunch or an

afternoon/evening drink

Bone broth is packed with nutrients:

Collagen, that strengthen hair, skin and nails

Gelatin, which may help with inflammatory

conditions such as osteoarthritis, IBS and

autoimmune disorders

Amino-acids like glycine and proline, which

are key components in connective tissue and

aid everything from digestion and alertness to

developing new healthy cells

Minerals (phosphorus, magnesium, sodium

and potassium, that are known to help heal the

digestive system and prevent insomnia, fatigue

and anxiety )

It is low in calories and helps curb cravings for

sugar, which is bad for skin because it causes

glycation, destroying collagen and elastin fibres

and leading to premature ageing and elastosis

Compared to juices, which usually are high in

sugar from the fruit, bone broths are low in sugar

and carbohydrates

2016 Winter Menu

Beef Broth

Chicken Broth

Vegetarian Broth

Extra Add-In

Light Meal Option (rice or courgette noodles)

Lotus roots crisps (25g)

Glass bottles

8oz

£3.50

12oz

£4.50

£0.50

£2.25

16oz

£6.00

£7.00

250ml

£5.00

500ml

£8.99

1l

£17.99

We are also in the process of creating an innovative broth-based Summer Menu better

suited to seasonal tastes (cold, “frappé”, “ice” options…)

Our First Broth Bar

Compact space

Counter / bar style

Neat & practical

workspace

Branded accessories

Focus on customer

service (fast and friendly)

Simple menu

Easily replicable in

multiple locations

Broth Bar Concessions

The Natural Kitchen Sourced Market

St Pancras InternationalMarylebone High Street

Premium food retailers have vetted our concept and

have offered us retail space in their premises

Results to date

Over the last few months, we have been offering our products at three different locations

in Central London (Old Street Station, Marylebone High Street and St Pancras

International) and we were also featured at London Fashion Week in Soho

Old Street Station: Market Stall and Unit 2A

The Natural Kitchen Marylebone High Street

Sourced Market St Pancras

Customer feedback has been amazing (90% of those who try it love it)

Orders: 50% beef broth, 40% chicken broth, 10% vegetarian broth

Demographics: Balanced mix of men and women, age range: 25-55

Two main categories of customers (so far): Food explorers (bohemian/trendy/creative) and

health-conscious consumers

Our footfall-to-sales conversion rate has been excellent so far for such a new product and

should increase progressively as people get more familiar with the product

Our brand has been hugely successful so far, attracting thousands of followers on

Instagram, Twitter and Facebook (@boneandbroth)

https://www.instagram.com/boneandbroth/ 2300+ followers

https://twitter.com/boneandbroth 11,500+ followers

https://www.facebook.com/boneandbroth 1,500+ followers

Customer Testimonials

London’s food and drink

scene blogger http://www.ve

rykerri.com/

vice President of the Craft Guild of Chefs

Customer Testimonials

@AlistairGuy “Loved talking and experiencing @boneandbrothwith @Brixsmithstart so lovely catching up too xx”

@DrJShaeri “Thank you @boneandbroth for a perfectly soothing vegan broth #vegan#London”

@HelloFittyLDN“@boneandbroth It was super delicious!”

@MulcahyDavid “@boneandbroth. Your broths are top notch! I'll be back!!”

@BodystudioE2 “Slow food for a fast world @boneandbroth - the lotus flower crisps are unreal! #Whattoeatwednesday #eatclean”

@wabbitpie “I've got to find an excuse to get back down to @boneandbroth at Old St station and pick up more…”

@davidjmcole “Great to find somewhere to find bone broth in London. Enjoying chicken and beef broth with @nklefevre@boneandbroth”

“@MissAlexjones you'd love this cariad. Healthy and delicious broth and bone @boneandbrothin Marylebone”

@georgia_meacham “Chilling with a lovely cup of @boneandbroth with @LVKModels #day5 #lfw#modellounge #londonfashionweek#cleaneat…”

@victoria_w6 @boneandbrothfirst time trying bone broth .... Chicken with chilli and ginger .... Heal me #bonebroth

@Skandillicious “Free healthy treats from @boneandbroth at @100WardourSt A detoxifying #LFW”

@shelafahy “Ditched the coffee this morning in favour of cleansing broth - @boneandbroth Old Street #goodstarttoday”

“Almost every culture throughout history has used bone broth for its overall nutritional significance and medicinal healing properties. Chinese medicine utilizes bone broth to strengthen the kidneys, support the digestive system, and build blood. The term “Jewish Penicillin” has been used for chicken soup, which is known to inhibit cell inflammation and mitigate cold symptoms. The English have been sipping beef tea and drinking beef broth, dating back to the Victorian era. If you want to take your health to the next level, I highly suggest including bone broths in your life!” Dr Daniel Auer, Auer Integrative Health Practitioner

“If I were to recommend one simple healing food that contributes to our overall health, it would be Traditional Bone Broth. This is one of the most healing, nutrient dense substances that we can add to our daily lives. Bone broth is a traditional healing food used by nearly every culture. Chinese Medicine believes that bone broth strengthens and nourishes our essence, qi, and wei qi, warms the yang and builds blood. The broth is said to enter and nourish our Kidneys, Liver, Lungs and Spleen.” Rylen Feeney Holistic Health Practitioner, Certified Amma Therapist, Dipl. ABT & CH(NCCAOM)

Professional Testimonials

“I recommend consuming 8oz 1-2x daily as a soup, a plain beverage, or doing a bone broth fast. I typically drink 8oz upon waking every morning”. Dr Josh Axe – Food is Medicine http://draxe.com/

“When you combine the facts that bone broths make any soup way more delicious, provide the much needed support for our adrenals, offer such a rich source for much needed minerals, nourish our bodyʼs ability to build healthier blood, along with care for all the connective tissues throughout our bodies, you can see why we consider bone broths to be such a foundational dietary pillar for anyone looking to navigate to greater oral health as well as create optimal system wide immunological health”.Will Revak – Oral Wellness www.OraWellness.com

“In addition to acupuncture and herbal medicine, I recommend that my patients consume one cup of bone broth on a daily basis to boost Kidney Jing and therefore improve their ability to successfully reproduce”.Aimee Raupp, LAc wellness & fertility expert www.aimeeraupp.com

“Bone broths are different from juicing because you have all the benefits of the veggies, plus the collagen, gelatin, and amino acids.” The “healing compounds” in the broths (collagen, gelatin, glutamine, glycine, and arginine) do incredible things for the human body” Tanya Zuckerbrot, Nutritionist – http://ffactor.com/

Professional Testimonials

«BE HEALTHY AND LOOK GOOD»

« NOURISH YOUR BODY FROM THE INSIDE OUT»