aruna sauces - food development workshop

Agenda• Aruna Founders• Aruna Story• Critical Path to date• Plans for the future• PR and Marketing• Funding & Finance• Challenges • Coping Strategy

Aruna FoundersSarajit Chanda (Director) First learned to cook from his mother Aruna in BangladeshExecutive chef in restaurants in Calcutta – Sydney - Dublin since 1997MD in own food business since 2005Passion for New Product Development. International experience in recreating authentic ethnic recipes

Sarah Nic Lochlainn (Director) BA in languages led Sarah to travel and gain international experience in business Keen eye for opportunities and how to exploit themExperienced in management of business and brandsTrained in strategy, production, viability, finance, logistics & marketingEstablished contacts with media, state agencies, food trade & distributors

Sarajit Chanda, Chef/Proprietor of

Fuchsia House Restaurant

uses his mother Aruna’s recipes to create

authentic, nutritious, delicious curries

In 2010 Sarajit and his wife, Sarah

spotted a gap in the growing

“Dining at Home” market and used Aruna’s recipes to

create the award-winning

Aruna Sauces range

Aruna Sauces provide home cooks with the

opportunity to create

restaurant-quality food in their own kitchens, without compromising on quality or heritage

Available in Curry, Korma,

Roganjosh, Tikka Masala and Madras,

Aruna Sauces are clean label

Gluten FreeAdditive FreeMSG Free

Aruna is multi Award-winning

and is produced in a BRC Grade A facility

In 2012, we listed 250 new stockists in Ireland and Northern Ireland.

These include Superquinn, Supervalu, Spar/Eurospar, Dunnes.

Aruna will be listed in Tesco in April ’13.

In April, we will move to a pre-printed pouch which improves Aruna as follows:

Larger pack for same RSP greater value for money for consumers opens Aruna up to family market

RSP €2.49 appeals to cost-conscious shoppers

Packaging more robust no breakages

Packaging more attractive better stand out on shelf

Longer shelf-life, 8 weeks 0% waste

Clearer instructions for use Aruna Sauce + Meat = Meal Solution

Authentic recipe passed down from mother to son

Restaurant Quality food at home prepared by professional chef

Gluten Free

Fresh, chilled sauce allows consumers to create healthy, nutritious mealswith ease and convenience

Aruna’s USPs:

2010• Founded Aruna• Sold product at local farmers markets• Completed feasibility study• Launched branded range• Won Blas na hEireann Awards• Designated HPSU status by EI• Listed in 20 retail outlets

2011• Won many awards including Best Start-up and

Best Overall Business in Co. Louth• Sold Aruna at regional food festivals nationwide• Production outgrew Fuchsia House • Appointed contract manufacturer• Listed in 60 retail outlets• Doubled 2010 sales

2012• Dragons’ Den• Moved production to factory• Meetings with multiples• Appointed distributors• Began exporting• Won Bronze at National Start-up Awards• Listed in 300 retail outlets in ROI and NI• Doubled 2011 sales

2013• Changing product offering based on

Market Research• Appointing a distributor for ROI• Launch in Tesco April ‘13• Developing a strategy for UK• Meeting with ROI, NI and UK multiples

Projected Sales• 2013 €350-400k

• 2014 €1m

• 2015 €3m

PR & Marketing• Local Newspapers and Radio• Ireland AM• National Newspapers – SBP, Times, Indo, FJ • Dragons’ Den• Nationwide• EI & CEB Bulletins• National Women’s Enterprise Day• Facebook & Twitter• Websites & Blogs

Funding & Finance• Running Costs funded by sales• Growth funded by directors’ salaries • Louth CEB – Feasibility Study• Bord Bia – MAP Grant• Louth CEB – Priming Grant• BOI - €5k overdraft, €5k term loan, €2k credit cards• Dragons’ Den – Gavin Duffy €30k• Applying to BOI for funding to print new packaging

Challenges• Time management• Cashflow management• Recruitment • Childcare• Creating a “no-brainer”• Social Protection Policy

Coping Mechanisms

Enjoy the Flight!

sarah@aruna.ie+353 (0) 41 6871122

Aruna Sauces, Fuchsia House, Dundalk Road, Ardee, Co. Louth, R.O.I.

Facebook.com/arunasauces

@arunasauces

www.aruna.ie