The Company and Our Investment

Plum Baby offers a range of organic super-food products for babies made from its own original and innovative recipes. The Company's aim is to produce adventurous, tasty and wholesome food that bridges the gap between shop-bought and home-made baby food. Founded in 2004 by Susie Willis, a chef frustrated with the choice of foods available for her own children, the Company's product range includes meals and cereals for babies aged from four months to just under a year.

Since launching, the Company has built on its start-up potential with Plum Baby products now sold in 14 major food retailers across the UK, including Tesco, Sainsbury's and Waitrose. In 2007, founder Susie Willis was awarded the prestigious Startups ‘Women in Business Award'. In the same year, the business generated revenues of £5 million. The Company has since expanded to include the launch of an online shop as part of its highly interactive website, generating further rvenue and strengthening its relationship with its customer base.

"Octopus has been, from the date of their investment, the most supportive of partners. They consistently looked for ways in which they could encourage and fuel management with ideas and expertise whenever they could, but were also able to step back when they couldn't. Importantly, we always felt as though we were on the same side: Our success was their success, and vice versa"

Patrick Cairns, CEO, Plum Baby