The Goodness Project
The Goodness Project is a UK-based direct-to-consumer e-commerce platform founded in 2013 that curates and sells vegan, gluten-free, and free-from gift hampers, subscription snack boxes, office snacks, and corporate gifting solutions to individual consumers, workplaces, and B2B clients across Britain.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
What The Goodness Project does
The Goodness Project, operated under the legal entity United Flow Ltd., is a UK direct-to-consumer e-commerce platform founded in 2013 and based in London that curates and sells vegan, organic, gluten-free, and free-from gift hampers, snack boxes, and individual products. Its product portfolio spans more than a dozen categories including vegan hampers, corporate hampers, office snack and fruit boxes, gluten-free hampers, alcohol-free gifts, plastic-free gifts, sustainable baby/children gifts, wellbeing hampers, vegan beauty, and organic/biodynamic wines and spirits, supported by seasonal collections for occasions such as Father's Day, birthdays, Christmas, and Valentine's Day. The company's technology stack is described only as a standard self-serve web storefront with scheduled delivery and personalization features (photo cards, gift messages, hamper embossing); there is no proprietary platform or AI capability disclosed.
The Goodness Project firmographics
Firmographics- Name
- The Goodness Project
- Legal name
- United Flow Ltd.
- Website
- https://thegoodnessproject.co.uk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Goodness Project is a UK-based direct-to-consumer e-commerce platform founded in 2013 that curates and sells vegan, gluten-free, and free-from gift hampers, subscription snack boxes, office snacks, and corporate gifting solutions to individual consumers, workplaces, and B2B clients across Britain.
- Ownership category
- akta.pro rank
The Goodness Project industry classification
Industry- Product category
- Gift Hampers and Subscription Boxes
- NAICS
- Specialty Food Retailers (4452), Gift, Novelty, and Souvenir Retailers (45942), All Other Specialty Food Retailers (445298)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940), Retail-Grocery Stores (5411)
- akta.pro primary industry
- Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)
- akta.pro secondary industries
- Specialty Food Gift Shops & Hampers (CRAHAGAN), Gift Sourcing & Procurement (Local & Online) (HSACANAB)
Keywords
Where The Goodness Project is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
The Goodness Project business model
Business model- GTM type
- B2B and B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- One-time Gift Product Sales: Primary revenue stream from selling individual gift hampers, snack boxes, and curated product bundles. Customers purchase products at fixed price points for personal or corporate gifting occasions.
- Subscription Boxes: Monthly recurring subscription service delivering vegan and gluten-free snack boxes. Offers monthly rolling subscriptions, 3-month prepaid plans, and 6-month prepaid plans. Subscription boxes ship around the 5th of each month.
- E-Gift Cards: Digital gift cards sold at fixed denominations (£25, £30, £50, £100, £150) allowing recipients to choose from hundreds of products. Provides last-minute gifting solution with optional scheduled delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Letterbox Goodness Box - Entry-level subscription |
| Subscription | Monthly | Maxi Goodness Box - Premium subscription |
| One time/ perpetual license | Pay-as-you-go | E-Gift Cards |
| Unit Pricing | Pay-as-you-go | Gift Hampers & Snack Boxes |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
The Goodness Project product offering
Product offeringCore offering
The Goodness Project is a UK-based e-commerce retailer operating under United Flow Ltd that curates and sells vegan, organic, gluten-free, and free-from gift hampers, monthly subscription snack boxes, corporate gifts, and office snack and fruit boxes through its online storefront. The company focuses on dietary-accommodation gift-giving for both individual consumers and corporate buyers, offering hand-picked bundles rather than single-SKU retail.
Product overview
The Goodness Project is a UK-based e-commerce platform offering curated gift hampers and sustainable products. The core offering consists of vegan, organic, and free-from gift hampers and boxes, complemented by an extensive marketplace of individual products. The product portfolio includes: Vegan Hampers & Gift Boxes (the flagship category), Corporate Hampers & Gifts (B2B offering), Office Snack & Fruit Boxes (workplace wellness), Gluten Free Hampers, Alcohol-Free Gifts, Vegan & Free-From Marketplace, Organic/Biodynamic Wines & Spirits, Vegan Beauty Products, Plastic Free Gifts, E-Gift Cards, and Monthly Subscription Boxes. Seasonal collections cover Father's Day, Birthdays, Christmas, Valentine's, and special occasions. Additional offerings include Letterbox Gifts, Wellbeing & Mindfulness Gifts, Sustainable Baby & Children Gifts, Cards & Accessories, and Special Offers. The company differentiates through sustainability (100% recycled packaging, tree planting via Ecologi), free-from specialization (vegan, gluten-free, dairy-free options), personalization options (photo cards, hot foil printing), and a 30-day Feel Good Guarantee.
Differentiator
Problem solved
Functional benefit
Products and services
- Vegan Gift Hampers Curated hamper ranges featuring fully vegan products, available in multiple sizes and themed around occasions such as birthdays, thank-you, and seasonal holidays. Sold to individual consumers via the online store.
- Free-From and Gluten-Free Hampers Hand-picked gift hampers made up of gluten-free, dairy-free, nut-free, and other allergen-free snacks and treats for recipients with dietary restrictions or allergies.
- Corporate Hampers and Corporate Gifts Bespoke gift hampers, branded corporate gifts, and seasonal corporate gift ranges (e.g., Christmas, employee recognition, client gifting) tailored for businesses purchasing in volume.
- Office Snack and Fruit Boxes Recurring or one-off snack and fresh fruit box deliveries for workplace kitchens, available in healthy, vegan, and free-from variants, marketed to HR, office managers, and operations leads.
- Monthly Subscription Boxes Recurring monthly subscription boxes of curated vegan, organic, and free-from snacks, available in 3-, 6-, and 12-month plans with auto-renewal and gift options.
- Letterbox-Friendly Gifts Compact gift hampers sized to fit through a UK letterbox, focused on smaller budgets and direct-to-recipient deliveries without requiring the recipient to be at home.
- Wines, Beers and Spirits Hampers Alcohol-inclusive gift hampers pairing vegan wines, beers, ciders, and spirits with complementary snack pairings, for adult recipients.
- Beauty and Bath Gift Sets Curated vegan and cruelty-free beauty, skincare, and bath product gift sets bundled into hampers and gift boxes.
- Sustainable Baby and Children Gifts Eco-friendly and organic gift hampers targeted at new parents, babies, and children, including toys, snacks, and bath products from ethical brands.
- E-Gift Cards Digital gift cards in fixed denominations redeemable on the website, delivered by email for last-minute gifting.
Quantifiable outcome
- Free standard shipping on orders over £55
- +1 more outcomes
Companies that use The Goodness Project
Customer profileSegments3 records
Ideal customer profiles2 records
The Goodness Project technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Goodness Project partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
The Goodness Project competitors and assessment
Company assessmentDirect peers
- Graze: UK-originated snack subscription box service delivering curated healthy snacks to consumers and offices. Comparable subscription model and office snack channel overlap with The Goodness Project's Letterbox and Maxi boxes.
- The Hamper Company: UK retailer specializing in gift hampers for all occasions including corporate gifting, seasonal occasions, and food/alcohol gift sets. Closely comparable e-commerce hamper model and corporate gift channel.
- The Vegan Kind: UK-based vegan subscription box and online retailer offering monthly curated vegan products and gift boxes. Direct overlap with The Goodness Project on vegan/free-from subscription boxes and ethical gifting positioning.
- Letterbox Love: UK gift retailer specializing in letterbox-friendly curated gift boxes across multiple themes. Directly comparable format to The Goodness Project's Letterbox Goodness Box product line.
- Abel & Cole: UK-based organic and sustainable food subscription service offering weekly produce and grocery boxes. Comparable subscription commerce model targeting ethical, sustainable consumer segment.
Broad incumbents
- Moonpig: UK online retailer specializing in personalized greeting cards and gifts including flowers, hampers, and experiential gifts. Comparable e-commerce gifting model with much larger scale and broader product range.
- Whittard of Chelsea: Established UK tea, coffee, and gift hamper retailer with strong brand heritage. Comparable gift hamper offering with a broader, more established product range and retail presence.
- Not On The High Street: Large UK curated online marketplace for personalized gifts, hampers, and artisan goods from independent makers. Overlaps with The Goodness Project's gift hamper and bespoke gifting categories but operates as a broad multi-seller platform.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
The Goodness Project social profiles
Digital presenceThe Goodness Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Goodness Project leadership team
Management profileNumber of profiles
Profiles1 record
The Goodness Project funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Goodness Project 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 The Goodness Project
What does The Goodness Project do?
The Goodness Project is a UK-based e-commerce retailer operating under United Flow Ltd that curates and sells vegan, organic, gluten-free, and free-from gift hampers, monthly subscription snack boxes, corporate gifts, and office snack and fruit boxes through its online storefront. The company focuses on dietary-accommodation gift-giving for both individual consumers and corporate buyers, offering hand-picked bundles rather than single-SKU retail.
Is The Goodness Project a public or private company?
The Goodness Project is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Goodness Project founded?
The Goodness Project was founded in 2013. It employs 1 to 10 people.
Where is The Goodness Project based?
The Goodness Project is headquartered in London, United Kingdom, in the Europe region.
How does The Goodness Project make money?
Three revenue lines are on record. One-time Gift Product Sales are the primary driver. The others are subscription Boxes and E-Gift Cards.
Who are The Goodness Project's main competitors?
Direct peers on record are Graze, The Hamper Company, The Vegan Kind, Letterbox Love and Abel & Cole. Broad incumbents are Moonpig, Whittard of Chelsea and Not On The High Street.
Does The Goodness Project have an API?
No public API is recorded for The Goodness Project.
What industry is The Goodness Project in?
The Goodness Project's product category is Gift Hampers and Subscription Boxes. Its primary akta.pro industry code is CRAFAIAF, Subscription Boxes & Curated Product Subscriptions, with a secondary code of CRAHAGAN, Specialty Food Gift Shops & Hampers. Its NAICS code is 4452 and its SIC code is 5940.