Parsley Box, one of Chroma Ventures’ top-10 holdings, has announced its intention to float its shares on AIM, the junior market operated by the London Stock Exchange (LSE).
Parsley Box is adirect-to-consumer provider of ready meals focused on the underserved “Baby Boomer+”market. The company has grown rapidly since inception and delivers around 900,000 products per month to its loyal and growing customer base, broadlydefined as those aged 60 years and over. Parsley Box provides ambientready meals, which are not required to be stored in a fridge or freezer, have ashelf life of up to six months, and are cooked in minutes.
Champions of an adventurous life-loving demographic looking for convenience, Parsley Box's mission statement is to promote, support and celebrate independent living by making mealtimes easier and more enjoyable for everyone. Following its ethos of inclusivity, the company has also stated its intention to give customers the opportunity to become shareholders as part of its plans to float, enabling them to share in its next phase of growth.
Kevin Dorren, chief executive of Parsley Box, said: "Announcing our intention to list on AIM to enable our loyal customers to become shareholders marks an important milestone for Parsley Box. Our fast growth trajectory clearly demonstrates the market opportunity from the Baby Boomer+ consumer for the convenience of our high quality, affordable, quick and delicious ready meals delivered to their door. We see ourselves as a challenger brand that is redefining the category and have only just begun to satisfy the demand of this underserved demographic, with a clear strategy tocontinue this growth. We also believe we have a first mover advantage through already having over 500k registered users. An IPO provides us with an attractive platform to realise our growth ambition, whilst also enabling our loyal customers and valued employees to share in our future success. We are proud of our track record to date, excited about the next phase in Parsley Box's development and the opportunity to deliver significant value for all of our shareholders."
We're entering an exciting new growth phase and have ambitious plans to build a brand that caters for the needs of the original rule breaker generation. Baby boomers feel decades younger than their parents did when they retired and they're looking for convenience, freeing up time to live life to the fullest.”
- Chris van der Kuyl, non-executive chairman of Parsley Box and Chroma Ventures principal