What Grape Tree does

Grape Tree is a UK specialty health-food retailer operating under JG Foods Limited from its headquarters at Unit 2, Dandy Bank Road, Pensnett Trading Estate, Kingswinford. The company sells nuts, seeds, dried fruits, coconut products, superfoods, protein products, vitamins and supplements, personal care and beauty items, treats and snacks, cupboard essentials, and health drinks. It carries both an own-brand Grape Tree line, including a 100% Organic range, and a broad set of third-party brands, and it explicitly curates its catalogue by dietary lifestyle (vegan, dairy-free, gluten-free, organic, lactose-free, nut-free).

The business runs a hybrid omnichannel model: over 140 physical Grape Tree stores across England and Wales (with listed locations spanning Abergavenny through Bognor Regis and beyond) alongside a direct-to-consumer Magento e-commerce site at grapetree.co.uk. Online, the company offers free UK mainland delivery on orders over £35, next-day delivery, an online rewards programme separate from the in-store loyalty card, and recurring promotional codes such as TAKE5 and TAKE10. Marketing spans a Grape Tree magazine/blog, email newsletter, organic social, and independent Feefo customer reviews where the brand holds a 4.8/5 rating.

Grape Tree serves four primary consumer personas — health-conscious shoppers, vegan and plant-based dieters, gluten-free and allergen-conscious consumers, and keto/low-carb dieters — and generates revenue through one-off unit-priced retail transactions with bulk-buy and multi-buy promotions as the primary margin mechanic. It is a privately held company with no disclosed funding rounds, no parent, no management-team disclosure, no partnerships, and no revenue disclosure; the registered Grape Tree trademark is held by JG Foods Limited, which is the only operating entity identified.

Name

Grape Tree

Legal name

JG Foods Limited

Website

https://grapetree.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Grape Tree (JG Foods Limited) is a UK specialty health-food retailer operating over 140 physical stores and a Magento e-commerce site, selling nuts, seeds, dried fruits, superfoods, supplements, and cupboard staples to health-conscious, vegan, gluten-free, and keto consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Kingswinford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Retail Product Sales: Grape Tree generates revenue through direct product sales of health foods, nuts, seeds, dried fruits, superfoods, vitamins, supplements, personal care products, and cupboard essentials. Sales occur through physical retail stores and online e-commerce platform. The company sells own-brand products (Grape Tree) alongside third-party brands.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Grape Tree is a UK health food retailer selling organic, vegan, gluten-free, and dietary-specific products including nuts, seeds, dried fruits, superfoods, vitamins, supplements, personal care items, snacks, and cupboard essentials. The company operates both a network of over 140 physical stores across the UK and a direct-to-consumer e-commerce website with nationwide delivery services.

Product overview

Grape Tree is a health food e-commerce platform and retailer offering organic and vegan health foods online and through over 140 physical stores across the UK. The product portfolio centers on a comprehensive range of nuts (almonds, Brazil nuts, cashews, hazelnuts, walnuts, pistachios, pecans, pine nuts, macadamia, peanuts, mixed nuts, chestnuts), seeds (chia, flaxseed, pumpkin, sunflower, hemp, poppy, sesame), and dried fruits (berries, crystallised, glace, and standard dried fruits). The offering extends into coconut products, superfoods, protein products, vitamins and supplements, personal care and beauty items, health snacks, confectionery, chocolate, biscuits, healthy bars, cupboard essentials (grains, cereals, herbs, spices, baking), and health drinks (teas, kombucha, electrolytes). The company also sells its own brand (Grape Tree) products including an organic range. The platform operates both as an e-commerce website with home delivery and as a physical retail chain, with free shipping on UK mainland orders over £35.

Differentiator

Problem solved

Functional benefit

Products and services

• Nuts Wide range of nuts including almonds, Brazil nuts, cashews, hazelnuts, macadamia, mixed nuts, peanuts, pecans, pine nuts, pistachios, walnuts, chestnuts, and nut butters in raw, roasted, organic, and flavoured options.
• Seeds Selection of nutritious seeds including chia, linseed/flaxseed, omega seed, pumpkin, sunflower, hemp, poppy, sesame, buckwheat, and caraway seeds, plus seed protein powders, oils, and chocolate varieties.
• Dried Fruits Extensive range of dried fruits including berries (Goji, sour cherries), crystallised fruits (ginger, coconut, papaya), glace fruits (cherries), and standard dried fruits (apple slices, raisins, mango, dark chocolate cranberries).
• Coconut Products Coconut in various forms including coconut oil, coconut butter, coconut flour, desiccated coconut, coconut flakes, coconut chips, shredded coconut, and coconut milk and water.
• Superfoods Superfood products including cacao, psyllium, superfood powders, and superfood supplements for health and wellness.
• Protein Products Protein range including protein powder, protein foods, and protein drinks for fitness and nutrition support.
• Vitamins & Supplements Comprehensive supplement range including vitamins (A, B, C, D, multivitamins), minerals (calcium, iron, magnesium), mushroom supplements (Lion's Mane), and specialty supplements (apple cider vinegar, live cultures, collagen, curcumin, omega and fish oils).
• Personal Care & Beauty Personal care products including bodycare, skincare, shampoo, conditioner, handwash, soap bars, and aromatherapy items.
• Treats & Snacks Healthy snacks and treats including health snacks, confectionery (vintage sweets, fudge, jelly beans), chocolate, biscuits and cookies, healthy bars, vegan treats, crisps and savoury items.
• Cupboard Essentials Pantry staples including grains (quinoa, cous cous, millet, polenta), cereals (oatmeal, porridge, granola, muesli), herbs and spices, baking supplies, pulses, beans and lentils, sauces, honey, jams, sweeteners, oils, vinegars, bread, and drinks.
• Health Drinks Health beverages including herbal tea, fruit tea, black tea, green tea, matcha, kombucha, electrolytes, juice, and water.
• Grape Tree Brand Products Own-brand Grape Tree products including the Grape Tree 100% Organic range, Grape Tree Organic Coconut Oil, Grape Tree Almond Flour, Grape Tree Almond Butter, and Grape Tree Cooked Whole Chestnuts.

Quantifiable outcome

• 4.8/5 Feefo customer rating based on independent customer feedback

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves1 record

Expansion highlights4 records

Direct peers

• As Nature Intended: As Nature Intended is a UK specialist health-food retailer with multiple stores and an online shop focused on organic, vegan, free-from and supplement ranges, competing in the same niches as Grape Tree.
• Holland & Barrett: Holland & Barrett is the UK's largest specialist health-food and supplement retailer with 650+ stores; it competes head-to-head with Grape Tree in nuts, seeds, dried fruit, vitamins and free-from ranges across physical and online channels.
• Myprotein: Myprotein is one of the UK's largest online sports-nutrition and active-health brands, overlapping with Grape Tree's protein, supplement and superfood categories on a DTC basis.
• Bulk Powders: Bulk (formerly Bulk Powders) is a UK-based DTC sports-nutrition and health-food brand selling protein, nuts, seeds and supplements direct to consumer — a comparable online-first model targeting overlapping buyer personas.
• Real Foods: Real Foods is a long-established UK health-food retailer with physical stores in Edinburgh and London and an online shop covering nuts, seeds, dried fruit and supplements — a like-for-like specialist competitor.
• Healthy Supplies: Healthy Supplies is a UK online bulk health-food retailer offering nuts, seeds, dried fruit, grains and superfoods with nationwide delivery, directly comparable to Grape Tree's DTC range.
• Planet Organic: Planet Organic is a UK organic and health-food retailer operating physical stores plus an online grocery proposition; it overlaps directly with Grape Tree's organic, vegan and free-from assortment.

Broad incumbents

• Ocado: Ocado is a UK online grocery pure-play with a deep health, organic and free-from assortment and national delivery footprint; it competes with Grape Tree's DTC proposition on convenience and range.
• Sainsbury's: Sainsbury's operates a nationwide supermarket estate with a well-developed free-from and organic tier under its 'by Sainsbury's' label, offering indirect competition on price and range to Grape Tree's specialist assortment.
• Tesco: Tesco is the UK's largest grocery retailer and has expanded its free-from, organic and plant-based ranges; it competes with Grape Tree on convenience, price and assortment breadth, particularly for one-stop weekly shops.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/grapetreefoods
• Facebookfacebook.com/grapetree2012
• LinkedInlinkedin.com/company/grape-tree-foods

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grape Tree