Newcastle ‘superfood’ brand set for US expansion after Dragons’ Den investment

A North East-based organic ‘superfood’ business is preparing for international growth after securing investment on BBC’s Dragons’ Den.

Newcastle brand Super U has announced plans to expand into the US market after its founders secured investment offers from all five Dragons on the show.

Founded in 2017 by Sean Ali and Charlotte Bailey, Super U specialises in a range of ‘superfood’ blended products.

After capturing the interest of the Dragons, Charlotte and Sean eventually negotiated a joint deal with Tej Lalvani and Peter Jones for a £50k investment in return for 6 per cent equity (3 per cent distributed between each of the Dragons).

The firm is set to expand into the US later this year, and will initially trade through its website and Amazon USA. The founders are in talks with several Californian e-commerce fulfilment to fulfill website orders and send bulk stock to Amazon US FBA.

Sean commented: “This funding round will enable us to increase our stock holding in order to keep up with the increased demand, further increase our marketing spend as we expand into new markets and to begin building our team.

“We have held back on hiring within the business until we felt the time was right and with our plans for further growth in the UK and into the USA, we are looking to hire credible individuals to join us on this journey!”

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