Rheal Superfoods Case Study
Founded by Charlotte Bailey and Sean Ali in 2017, Rheal Superfoods is an eco-friendly and sustainable brand that provides easy to consume and affordable blends of superfoods, with special health benefits
After being diagnosed with coeliac disease, Charlotte experienced multiple health issues from a combination of this and bad eating routines, causing issues such as ill health and fatigue, which caused a knock-on effect on her studies, social life and general health.
The business story
The couple launched their business under the name Super U with three powdered superfood blends called: Berry Beauty, Clean Greens and Muscle Protein each possessing unique ingredients with specific health perks. Since then, they have tweaked and evolved these blends, re-branded and added new products to the mix like their best-selling mushroom coffee – a unique product to the British market.
Rheal Superfoods is an eco-friendly, sustainable brand, their products are Certified Organic, 100% plant-based, gluten-free and made in the UK.
- Runners up for the GBEA Young Entrepreneurs of the Year in 2018
- GBEA Health & Wellbeing Entrepreneurs of the Year in 2020
- The founders appeared on Dragon’s Den in April 2021, which they say transformed their business and had a monumental impact on their reach (5 years after their very first pitching opportunity through NTU Enterprise where they secured £1,000 to kickstart their business)
- In the last 12 months, Sean & Charlotte have grown from a team of 2 to a team of 12
- Forbes featured Charlotte, Sean and their brand in April 2021
- 2021 saw sales surpass £1.7million
The pair described starting their own business as having many bumps in the road. Experiencing problems such as:
A more personal challenge presented itself a year into running the business in the form of Sean falling ill with Hodgkin’s lymphoma – a type of blood cancer that develops in the lymphatic system. Despite this, amazingly, the pair continued to work on the business where they could and focused their efforts on their online presence and website sales. They also managed to secure some retail partnerships too. “It made our passion for our business even stronger, and more important for us to spread our message of the importance of looking after yourself.”
Rheal Superfoods wanted to expand their product range further and build a strong foundation of ambassadors on social media. Aiming to be recognised as a successful and trusted health, wellness and fitness brand within the UK and around the world. “Our dream would be to take Rheal Superfoods to America and Australia, as the market and lifestyle out there is exactly what we want Rheal Superfoods to represent”.
Whilst America and Australia are still a part of Rheal Superfood’s long-term plan, after seeing their impact and reach in the UK, Charlotte and Sean have decided to focus on growth within the UK and the European market. “We want to be the go-to Superfood brand in the UK. We also want to diversify so that our products are super convenient and accessible for everyone.”
Having both had their own health challenges, it means so much to the couple to be able to help other people with similar problems feel healthy and happy again.
NTU Enterprise's role
“When we had our business idea, we met with Phil Clarke who enabled us to have the confidence to pursue it.”
“Through our access to NTU Enterprise we had the opportunity to pitch our business idea to investors, in which we were successful and won investment! It was such an eye-opening experience, even though it was fairly nerve-wracking, but we were thrilled to know that other people believed in our business!”
“We always used the hot-desk facility with NTU Enterprise, and got access to a computer and printing, which massively helped us during the start-up process. We had regular meetings with Phil, to update him on our progress We are so grateful for the support NTU Enterprise and Phil in particular, gave us in those early days. They really helped us to build the foundations of the successful brand we have today!”- Charlotte Bailey, Co-founder of Rheal Superfoods
Advice for aspiring entrepreneurs
If you have an idea, it excites you and you see a gap in the market… go for it. The biggest challenge for any Entrepreneur is making the decision to get started. If you believe in your idea, life is too short to not give it a go - it could change your life.