What it does

SDG ‘The Skinny Drinks Group’ (PRIVATE:SKTON) is the company behind the first zero-calorie, zero sugar, and 100% natural mixer to launch nationwide in the UK but changed its name from Skinny Tonic in April 2021 as it branches out into other brands and private label contracts.

The Skinny Tonic brand was created in 2014 by company founder Ian Minton – a sufferer of type 1 diabetes – as a tonic water that allowed him to enjoy a G&T without the fear of his blood sugars spiking.

The group sells its product via listings with the likes of Amazon.com, 31 Dover, Muscle Food and Booths Supermarkets, and is creating a bespoke fully automated manufacturing plant in Liverpool capable of producing 6,000 cans per hour.

How is it doing

Announcing its name change in April, the company said its manufacturing facility in Liverpool is adding new capabilities as it plans to launch its children’s drink in association with the iconic Emoji brand and a soda range which will see the firm expand into the ‘impulse purchase’ market.

SDG said both drinks will be 100% natural with the same core values as Skinny Tonic – no calories, no sugar, no compromise!

The company also the appointment of a new Head of Marketing as it branches out into other brands and private label contracts. Marine ‘Mo’ Bourbon joined the SDG team from Tesco PLC where she was Head of Brand for Tesco Finest.

On the financing front, in December 2020, the firm announced that it had raised £1.85mln in its latest funding round a week before its closing.

The company announced on November 23 that it had smashed its target of raising £1mln in less than 24 hours after launching its latest crowdfunding campaign to the public via the Seedrs website.

In January 2020, Skinny Tonic raised £1.565mln via a three-time oversubscribed placing through Seedrs, one of the most successful fundraises yet on the crowdfunding platform.

The company has been picking up a plethora of awards in 2020, and on December 17 its products were named the number one best low-calorie flavoured tonics by independent website Expert Reviews.

What the boss says: Steven Wilkinson, founder and chief operating officer

“Our brands are key to our company’s success. They drive our growth by setting us apart from the competition, enabling us to build memorable and meaningful connections with our consumers and encourage long-lasting loyalty.”

Wilkinson added: “I’m delighted to welcome Marine to the team at such an exciting time. For SDG to attract staff of the calibre of Marine highlights how fast we are growing with more key hires to follow. Over the following months, our key focus will be to establish a coherent approach across our brand portfolio that drives brand awareness and places our products in new consumers’ hands,”

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Inflexion points

  • Further retail distribution deals
  • New flavour launches
  • Progress towards possible listing

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