LoveRaw
LoveRaw is a UK-based vegan confectionery brand selling dairy-free, palm-oil-free Cre&m Wafer Bars, Butter Cups, Choc Spreads, and Mixed Boxes through DTC e-commerce and UK grocery retail (Tesco, Co-op). Acquired in 2024 by Bulgarian food group Smart Organic, it now operates with access to a 60-country distribution network.
- Company typePrivate
- Founded2013
- HeadquartersAltrincham, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What LoveRaw does
LoveRaw is a UK-based vegan confectionery brand founded in 2019 (with related firmographic records referencing 2013), headquartered in Altrincham and registered at Gerrards Cross, Buckinghamshire under the legal entity LoveRaw Smart Ltd (Company Number 16335774). The company designs, markets, and sells dairy-free, palm-oil-free chocolate confectionery across four core product lines — Cre&m® Wafer Bars (M:lk Choc and White Choc varieties, positioned as the world's first vegan cre&m wafer bar), Butter Cups (Peanut, Almond, and Pistachio flavours), Choc Spreads (Hazel Daze, Choco Love, Pistachio Bliss), and Mixed Boxes — alongside the acquired Kookie Cat sub-brand (plant-based cookies) and digital gift cards. All SKUs share a clean-label positioning: dairy-free, palm-oil-free, no artificial ingredients, and gluten-free on spreads. The core technology is proprietary recipe formulation rather than a software platform.
LoveRaw operates a hybrid go-to-market model combining direct-to-consumer e-commerce through a Shopify storefront at eatloveraw.com (with 2/4/6-week subscriptions offering up to 15% discounts and free UK shipping over £40) and UK retail/wholesale distribution through Tesco, Co-op, and independent stockists. Pricing on the DTC site ranges from £5.99 for 250g spread jars to £32.99 for a 12-pack of Pistachio Butter Cups, with gift cards denominated £5–£100. Marketing relies on content (a recipe blog ecosystem with influencer collaborations), earned media (Elle, Vogue, The Grocer, Women's Health, Metro, The Independent), social media under the #cantbelieveitsvegan tagline, and billboard campaigns for major launches.
The brand was originally founded by Rimi Thapar but went into administration and was acquired in 2024 by Bulgarian food group Smart Organic via its subsidiary Bett'r Food, with Viki and Yani (Smart Organic's co-founders) taking over leadership. The acquisition provides in-house manufacturing capability and access to a 60-country distribution network. LoveRaw employs 11–50 people and earned inclusion in the Financial Times FT 1000 ranking of Europe's fastest-growing companies.
LoveRaw firmographics
Firmographics- Name
- LoveRaw
- Legal name
- LoveRaw Smart Ltd
- Website
- https://www.eatloveraw.com/
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LoveRaw is a UK-based vegan confectionery brand selling dairy-free, palm-oil-free Cre&m Wafer Bars, Butter Cups, Choc Spreads, and Mixed Boxes through DTC e-commerce and UK grocery retail (Tesco, Co-op). Acquired in 2024 by Bulgarian food group Smart Organic, it now operates with access to a 60-country distribution network.
- Ownership category
- akta.pro rank
LoveRaw industry classification
Industry- Product category
- Vegan Confectionery
- NAICS
- Confectionery Manufacturing from Purchased Chocolate (311352), Confectionery and Nut Retailers (445292)
- SIC
- Bakery Products (2050)
- akta.pro primary industry
- Chocolate & Chocolate Confectionery (CRADABAA)
- akta.pro secondary industry
- Specialty Food Gift Shops & Hampers (CRAHAGAN)
Keywords
Where LoveRaw is headquartered
LocationHeadquarters
- HQ city
- Altrincham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
LoveRaw business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: LoveRaw sells its products directly to consumers through its own Shopify-powered e-commerce storefront (eatloveraw.com), processing orders for delivery across the UK. Orders are shipped via Royal Mail with 2–3 working day delivery.
- Subscription / Recurring Orders: LoveRaw offers subscription options across its core products (butter cups, wafer bars, spreads) with recurring delivery every 2, 4, or 6 weeks. Subscribers receive discounts of 5–15% depending on frequency.
- Retail / Wholesale Distribution: LoveRaw supplies its products to UK supermarkets and independent retailers including Tesco, Co-op, and specialty stores, generating wholesale revenue through retail channel partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | M:lk Choc Cre&m Wafer Bar Box (12x43g) — £23.99 |
| Unit Pricing | Pay-as-you-go | White Choc Cre&m Wafer Bar Box (12x45g) — £23.99 |
| Unit Pricing | Pay-as-you-go | M:lk Choc Peanut Butter Cups Box (12x39g) — £23.99 |
| Unit Pricing | Pay-as-you-go | M:lk Choc Almond Butter Cups Box (12x39g) — £29.99 |
| Unit Pricing | Pay-as-you-go | M:lk Choc Pistachio Butter Cups Box (12x39g) — £32.99 |
| Unit Pricing | Pay-as-you-go | Vegan Pistachio Spread 'Pistachio Bliss' (200g) — £6.99 |
| Unit Pricing | Pay-as-you-go | Vegan White Hazelnut Spread 'White Hazel Daze' (250g) — £5.99 |
| Unit Pricing | Pay-as-you-go | Vegan Hazelnut Cacao Spread 'Choco Love' (250g) — £5.99 |
| Unit Pricing | Pay-as-you-go | Butter Cups Mixed Box (12x39g) — £28.99 |
| Unit Pricing | Pay-as-you-go | Spreads Mixed Box (2 jars) — £10.99 |
| Subscription | Pay-as-you-go | Gift Cards — £5 to £100 |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
LoveRaw product offering
Product offeringCore offering
LoveRaw manufactures and sells plant-based chocolate confectionery, including Cre&m Wafer Bars (the world's first vegan cre&m wafer bar), nut Butter Cups (Peanut, Almond, Pistachio), and dairy-free Choc Spreads. All products are palm-oil-free, dairy-free, and made without artificial ingredients. The brand sells direct-to-consumer through its own Shopify e-commerce storefront (eatloveraw.com) with UK delivery and a subscription model offering 5–15% discounts at 2/4/6-week intervals, alongside UK retail distribution through Tesco, Co-op, and independent stockists.
Product overview
LoveRaw is a plant-based chocolate brand offering a focused portfolio of four core product lines: Cre&m Wafer Bars (the world's first vegan cre&m wafer bar in M:lk Choc and White Choc varieties), Butter Cups (nut butter cups in Peanut, Almond, and Pistachio flavours, with Pistachio as the standout bestseller), Choc Spreads (three flavours — Hazel Daze, Choco Love, and Pistachio Bliss — all dairy-free, palm-oil-free, and gluten-free), and Mixed Boxes (curated gift and sampling packs combining the core ranges). The brand also resells the acquired sub-brand Kookie Cat (plant-based cookie boxes) and offers Gift Cards. All LoveRaw products share a consistent brand promise: dairy-free, palm-oil-free, made without artificial ingredients, and designed to taste like conventional chocolate. The products are available directly via the e-commerce store (eatloveraw.com) and through UK retail stockists including Tesco, Co-op, and independents. LoveRaw also maintains a recipe content hub as a marketing and product usage resource.
Differentiator
Problem solved
Functional benefit
Products and services
- Cre&m Wafer Bars Plant-based crispy layered wafer bars with hazelnut cre&m filling coated in dairy-free chocolate. Available in M:lk Choc (12x43g, £23.99) and White Choc (12x45g, £23.99) varieties. Individually wrapped, palm-oil-free, no artificial ingredients. Subscription available with up to 15% discount.
- Butter Cups Nut butter-filled chocolate cups with a thick dairy-free chocolate shell wrapping a melt-in-the-mouth nut butter centre. Available in Peanut (£23.99 / 12x39g), Almond (£29.99 / 12x39g), and Pistachio (£32.99 / 12x39g). All dairy-free, palm-oil-free, no artificial ingredients. Subscription available with up to 15% discount.
- Choc Spreads Palm-oil-free, dairy-free, gluten-free chocolate hazelnut and pistachio spreads in jars. Variants: White Hazel Daze (250g, £5.99 — white chocolate-style hazelnut), Choco Love (250g, £5.99 — cacao hazelnut spread), and Pistachio Bliss (200g, £6.99 — premium roasted pistachio with sea salt). Short, natural ingredient lists. Subscription available with up to 15% discount.
- Mixed Boxes Curated multi-flavour gift and sampling packs combining core LoveRaw SKUs. Includes Wafer Bars Mixed Box (£23.99), Butter Cups Mixed Box (£28.99 — currently sold out), and Spreads Mixed Box (£10.99). All dairy-free, palm-oil-free, no artificial ingredients.
- Gift Cards Digital gift cards sent via email in fixed denominations (£5–£100), redeemable on eatloveraw.com for any LoveRaw product. Positioned for gifting to vegans and plant-based chocolate lovers.
Quantifiable outcome
- 4.68-star average rating from 235 verified customer reviews
- +1 more outcomes
Companies that use LoveRaw
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
LoveRaw technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
LoveRaw partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
LoveRaw competitors and assessment
Company assessmentDirect peers
- Moo Free: UK-based vegan and free-from chocolate brand offering dairy-free chocolate bars, eggs, and seasonal confectionery to mainstream and specialty retailers — directly comparable to LoveRaw in category, geography, and target consumer.
- NOMO Chocolate: UK vegan and free-from chocolate brand (owned by Kinnerton) selling dairy-free bars, cookies, and advent calendars through major UK supermarkets — a directly comparable peer in plant-based chocolate confectionery with similar retail footprint.
- Vego: German plant-based chocolate brand best known for the Vego hazelnut bar — directly comparable to LoveRaw in dairy-free chocolate format, premium positioning, and European DTC/retail distribution.
- Montezuma's: UK premium chocolate brand offering ethical, dairy-free, and vegan chocolate ranges via DTC and UK retailers — comparable to LoveRaw in premium ethical positioning and UK-centric distribution.
- Divine Chocolate: UK ethical chocolate brand with strong mainstream grocery distribution (Tesco, Sainsbury's, Co-op) — comparable to LoveRaw in ethical positioning and UK grocery channel presence.
- Cocoa Loco: UK organic, fair-trade chocolate brand selling bars, boxes, and seasonal confectionery via DTC and UK retailers — comparable to LoveRaw in ethical, organic, UK-focused chocolate positioning.
Emerging players
- Free From Fellows: UK plant-based chocolate spread brand making dairy-free, nut-free spreads — directly comparable to LoveRaw's Choc Spreads line on format and target consumer.
- Hu Kitchen: US-based paleo/vegan chocolate brand selling dairy-free bars and chocolate-covered snacks via DTC and specialty retailers — comparable to LoveRaw in clean-label, dairy-free chocolate positioning.
Broad incumbents
- Tony's Chocolonely: Dutch ethical chocolate brand with mainstream UK distribution and much larger scale — comparable to LoveRaw in ethical/mission-driven positioning but operating at significantly greater category scale.
- Lindt (plant-based range): Global premium chocolate incumbent with an expanding plant-based (Lindt Oat) range distributed across UK grocery — comparable to LoveRaw in premium chocolate category but operating at massively greater scale with broader distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
LoveRaw social profiles
Digital presenceLoveRaw financial estimates
Financial estimateRevenue estimate
Valuation estimate
LoveRaw leadership team
Management profileNumber of profiles
Profiles2 records
LoveRaw funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LoveRaw M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LoveRaw
What does LoveRaw do?
LoveRaw manufactures and sells plant-based chocolate confectionery, including Cre&m Wafer Bars (the world's first vegan cre&m wafer bar), nut Butter Cups (Peanut, Almond, Pistachio), and dairy-free Choc Spreads. All products are palm-oil-free, dairy-free, and made without artificial ingredients. The brand sells direct-to-consumer through its own Shopify e-commerce storefront (eatloveraw.com) with UK delivery and a subscription model offering 5–15% discounts at 2/4/6-week intervals, alongside UK retail distribution through Tesco, Co-op, and independent stockists.
Is LoveRaw a public or private company?
LoveRaw is a private company. It is classified as corporate owned and is currently operating.
When was LoveRaw founded?
LoveRaw was founded in 2013. It employs 11 to 50 people.
Where is LoveRaw based?
LoveRaw is headquartered in Altrincham, United Kingdom, in the Europe region.
How does LoveRaw make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are subscription / Recurring Orders and retail / Wholesale Distribution.
Who are LoveRaw's main competitors?
Direct peers on record are Moo Free, NOMO Chocolate, Vego, Montezuma's, Divine Chocolate and Cocoa Loco. Emerging players are Free From Fellows and Hu Kitchen. Broad incumbents are Tony's Chocolonely and Lindt (plant-based range).
Does LoveRaw have an API?
No public API is recorded for LoveRaw.
What industry is LoveRaw in?
LoveRaw's product category is Vegan Confectionery. Its primary akta.pro industry code is CRADABAA, Chocolate & Chocolate Confectionery, with a secondary code of CRAHAGAN, Specialty Food Gift Shops & Hampers. Its NAICS code is 311352 and its SIC code is 2050.