Willy's ACV
Willy's ACV produces raw, unpasteurised organic apple cider vinegar with live Mother culture, alongside shots, switchels, and juices, from 300-year-old Herefordshire orchards. It serves health-conscious UK consumers via Shopify subscriptions and retail listings at Ocado, Sainsbury's, and Waitrose.
- Company typePrivate
- Founded2014
- HeadquartersLedbury, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Willy's ACV does
Willy's ACV (legal entity Willys Live ACV) is a UK-based producer of organic, raw, unpasteurised apple cider vinegar founded in 2014 by Will Chase and operated from a 300-year-old regenerative orchard at Laddin Farm in Little Marcle, Ledbury, Herefordshire. The company grows up to 48 wild apple varieties under chemical-free, regenerative protocols and ferments them on-site into ACV that is bottled raw with the live Mother (SCOBY) culture preserved intact. The portfolio centres on the flagship Original ACV and extends into infused variants (Eureka Turmeric, Honey, Fire Cider, Apple Balsamic), 60ml functional shots, fermented switchel drinks (Raspberry, Blackcurrant, Apple), cloudy apple juice, Fish & Chip Vinegar, and curated bundles, including subscription packs such as the 60-Day Challenge.
The core technology is traditional slow fermentation using the living Mother culture at a farm-based "probiotic factory," with multi-varietal apple pressing from on-site orchards providing a terroir-driven differentiator. There is no proprietary software, AI/ML system, or API surface; the company's technology stack is limited to a Shopify e-commerce storefront with Skio subscription management, Faire wholesale marketplace integration, and standard consumer payment rails (Shop Pay, Apple Pay, Google Pay, Shopify Payments).
Revenue is generated primarily through direct-to-consumer e-commerce (subscription and one-time purchases priced at roughly £6.93-£26.10 per bottle-equivalent, with bundles up to £45), supported by retail listings at Ocado, Sainsbury's, Waitrose, Planet Organic, and Bayley Sage, and a B2B wholesale program on Faire. Primary customers are health-conscious individual consumers seeking gut-health and wellness solutions, with secondary customers being independent health-food and specialty retailers; international expansion is being pursued through India's AAHAR 2026 trade exhibition under the UK-India Free Trade Agreement.
Willy's ACV firmographics
Firmographics- Name
- Willy's ACV
- Legal name
- Willys Live ACV
- Website
- https://willysacv.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Willy's ACV produces raw, unpasteurised organic apple cider vinegar with live Mother culture, alongside shots, switchels, and juices, from 300-year-old Herefordshire orchards. It serves health-conscious UK consumers via Shopify subscriptions and retail listings at Ocado, Sainsbury's, and Waitrose.
- Ownership category
- akta.pro rank
Willy's ACV industry classification
Industry- Product category
- Organic Apple Cider Vinegar and Fermented Wellness Foods
- NAICS
- Apple Orchards (111331)
- SIC
- Food And Kindred Products (2000), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Kombucha & Other Fermented Non-Alcoholic Beverages (AFAFABAK)
- akta.pro secondary industries
- Probiotic & Live-Culture Beverage Production (Shots, Tonics) (AFAFAHAE), Cider & Orchard Fruit Production (Apples/pears for cider & processing) (AFAGACAJ)
Keywords
Where Willy's ACV is headquartered
LocationHeadquarters
- HQ city
- Ledbury
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Willy's ACV business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct-to-Consumer E-Commerce (DTC): Primary revenue stream through the Shopify-powered online store. Consumers purchase individual bottles, bundles, or subscribe for recurring deliveries. Subscription model generates predictable recurring revenue with 10% subscriber discount and free UK shipping over £50. One-time purchases also available. Billing cycles: every 4, 8, or 12 weeks for subscriptions.
- Wholesale / B2B: B2B wholesale distribution through Faire marketplace to independent retailers, health food stores, and other stockists. Also implied through retailer partnerships (Ocado, Sainsbury's, Waitrose, Planet Organic, Bayley Sage).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Live Original ACV — 500ml bottle |
| Subscription | Monthly | Live Original ACV — 1000ml bottle |
| Subscription | Monthly | Live Original ACV — 5000ml bottle |
| Subscription | Multi-year contract | 60-Day Challenge Bundle — 6x500ml Original ACV |
| Subscription | Multi-year contract | Original ACV Refill Bundle (5.5L) |
| Subscription | Monthly | Live Eureka Turmeric ACV — 500ml |
| Subscription | Monthly | Live Fire Cider ACV — 500ml |
| Subscription | Monthly | Live Honey ACV — 500ml |
| Subscription | Monthly | Live Apple Balsamic Vinegar — 500ml |
| Subscription | Monthly | ACV Bestseller Bundle (Original ACV + Eureka ACV, 2x500ml) |
| Unit Pricing | Pay-as-you-go | Original ACV Travel Shots — 15x60ml (30 daily servings) |
| Unit Pricing | Pay-as-you-go | Turmeric ACV Shots — 15x60ml |
| Unit Pricing | Pay-as-you-go | Fish & Chip Vinegar — 250ml |
| Unit Pricing | Pay-as-you-go | Fermented Raspberry Switchel — 12x250ml |
| Unit Pricing | Pay-as-you-go | Sparkling Apple Switchel — 12x250ml |
| Unit Pricing | Pay-as-you-go | Cloudy Wild Apple Juice — 6x250ml |
| Unit Pricing | Pay-as-you-go | Limited Drop Wellness Box — 2x500ml |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Willy's ACV product offering
Product offeringCore offering
Willy's ACV produces and sells raw, organic, unpasteurised apple cider vinegar with live Mother culture, fermented and bottled on its regenerative Herefordshire farm from up to 48 apple varieties. The product range centres on Live Original ACV and extends to infused variants (Eureka Turmeric, Honey, Fire Cider), apple balsamic vinegar, daily ACV shots, fermented Switchel drinks, and cloudy apple juice, sold direct-to-consumer online and through UK retailers.
Product overview
Willy's ACV is a UK-based organic apple cider vinegar company operating from a 300-year-old Herefordshire farm. Their product portfolio centres on raw, unpasteurised ACV with live Mother culture, complemented by infused variants, ready-to-drink shots, fermented beverages, and bundles. The core Original ACV serves as the foundational product, while infused variants like Eureka Turmeric, Honey, and Fire Cider ACV offer flavour and functional additions. Daily ACV Shots provide convenient portable dosing, and Fermented Switchel drinks offer ready-to-drink functional beverages. The company sells through DTC (direct-to-consumer) e-commerce, wholesale via Faire, and retail partnerships with UK supermarkets including Ocado, Sainsbury's, Waitrose, and Planet Organic.
Differentiator
Problem solved
Functional benefit
Products and services
- Live Original ACV Raw, unpasteurised organic apple cider vinegar with live Mother culture, made from up to 48 wild apple varieties grown on the company's 300-year-old Herefordshire regenerative farm. Sold in 500ml, 1000ml, and 5000ml formats to UK consumers seeking a daily 25ml wellness dose.
- Live Eureka Turmeric ACV Organic apple cider vinegar infused with honey, turmeric, lemon and black pepper, combining gut health support from ACV with anti-inflammatory properties of turmeric. 500ml bottle aimed at daily wellness and mocktail/dressing use.
- Live Honey ACV Organic apple cider vinegar blended with raw honey for a gentler, naturally sweet flavour while keeping the live Mother culture and digestive benefits intact. 500ml format positioned as a daily dose option.
- Live Fire Cider ACV Bold organic blend of raw ACV infused with ginger, turmeric, garlic, horseradish, chilli, and honey, marketed for immune support and a fiery daily boost. Sold in 500ml to wellness-focused UK consumers.
- Live Apple Balsamic Vinegar Organic apple cider vinegar blended with apple juice must and aged in French oak casks; raw, unpasteurised and alive with the Mother, positioned for drizzling, dipping and dressings. 500ml retail format.
- Original ACV Shots Convenient 60ml bottles of ready-to-drink apple cider vinegar with live Mother, sold in a 15-pack providing 30 daily servings for easy portable dosing on the go.
- Turmeric ACV Shots Pre-made 60ml ACV shots combining organic apple cider vinegar with honey, turmeric juice, lemon, and black pepper, targeting digestion, circulation, and immune support.
- Ginger ACV Shots Pre-made 60ml shots blending raw apple cider vinegar with organic ginger for a fiery ginger spice balanced with tangy vinegar, sold as a daily dose format.
- Beetroot ACV Shots Pre-made 60ml shots combining organic apple cider vinegar with beetroot juice, marketed for earthy beetroot flavour, natural antioxidants, and circulation-supporting nitrates.
- Glow ACV Shots Blend of apple cider vinegar with freshly ground turmeric, black pepper, extra virgin olive oil, Eureka lemon, and honey, positioned to support digestion, energy, skin health, and collagen production in a 60ml shot format.
- Fermented Raspberry Switchel Ready-to-drink fermented beverage combining kombucha culture with raw apple cider vinegar, filtered water, and raspberry, sold in a 12-pack of 250ml cans that is naturally low in sugar and contains live cultures.
- Fermented Blackcurrant Switchel Ready-to-drink fermented beverage with apple cider vinegar, blackcurrant juice, honey, and ginger in 250ml cans (12-pack), supporting gut health with natural probiotics.
- Fermented Apple Switchel Sparkling fermented drink with apple cider vinegar, honey, and ginger in a 250ml bottle, combining crisp apple sweetness with ginger warmth as a ready-to-drink functional beverage.
- Cloudy Wild Apple Juice 100% organic single-estate cloudy apple juice from 300-year-old Herefordshire orchards, naturally sweet with no added sugar, concentrates, or artificial ingredients, sold in a 6x250ml pack.
- Fish & Chip Vinegar Limited edition 250ml probiotic vinaigrette combining raw unfiltered Willy's ACV with Halen Môn sea salt and lemon juice, positioned as a pourable condiment for fish, chips, and other foods.
- Original ACV Refill Bundle Eco-friendly refill bundle including a 5.5L ACV box plus a 500ml glass bottle and tea towel, designed for consistent daily dosing with reduced packaging waste, available as a recurring subscription.
- 60 Day Challenge Bundle Subscription bundle with 6x500ml bottles of Original ACV delivered every 8 weeks, plus a free shot glass, structured to support a 60-day daily wellness routine.
- Suitcase Special Bundle Travel-ready bundle featuring 5x500ml bottles including Original ACV, Fire Cider, Apple Balsamic, and Olive Oil, marketed as a naturally fermented, unpasteurised set.
- Limited Drop Wellness Box Limited edition bundle featuring 2x500ml bottles with curated wellness products for seasonal wellness consumption.
Quantifiable outcome
- Vinegar reduces glucose spike of a meal by up to 30% when consumed before or during meals
Companies that use Willy's ACV
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles3 records
Willy's ACV technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Willy's ACV partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- FairecoreWilly's ACV operates a wholesale program through Faire, enabling independent retailers to purchase products with 50% off first orders (up to £150), 60-day payment terms for eligible retailers, and free shipping on initial orders. This supports B2B growth and broader retail distribution.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Willy's ACV competitors and assessment
Company assessmentDirect peers
- Raw Health: UK organic brand producing raw, unpasteurised apple cider vinegar and other live-culture fermented products. Closely comparable on raw/unfiltered claims and organic certifications in the UK health food channel.
- Aspall: Historic UK cyder and vinegar producer from Suffolk with a heritage orchard story similar to Willy's Herefordshire farm. Competes in the UK premium vinegar aisle and shares the farm-to-bottle positioning.
- Bragg Live Food Products: The category-defining US organic apple cider vinegar brand with the 'with the Mother' positioning. Directly comparable to Willy's on raw, unpasteurised ACV with live culture, premium pricing, and health-focused consumers.
- Clearspring: UK organic brand specialising in fermented foods and drinks, including apple cider vinegar and kombucha. Shares the organic, raw, and probiotic positioning with Willy's and overlaps in Waitrose, Planet Organic, and independent health stores.
- Biona Organic: UK-based organic CPG brand with a broad range including apple cider vinegars, kombucha, and fermented foods. Competes head-to-head with Willy's in UK health food and organic grocery channels.
- Fire Cider: US fermented ACV tonic brand with infused ginger, turmeric, and immune-support blends — a near-direct analogue to Willy's Fire Cider and shot SKUs in the functional wellness segment.
Broad incumbents
- Pukka Herbs: UK herbal wellness and tea brand with strong premium grocery and Planet Organic distribution. Comparable as a UK wellness CPG incumbent targeting the same health-conscious shopper with a story-led, organic-anchored proposition.
- Heinz: Mass-market CPG incumbent with a broad vinegar portfolio (malt, distilled, apple cider) sold across UK supermarkets. Represents the commoditised competitive backdrop Willy's must outperform on the premium shelf.
Emerging players
- Health-Ade Kombucha: US premium kombucha brand with RTD fermented drinks. Comparable on live-culture fermented beverages and gut-health positioning, overlapping with Willy's Switchel range.
- Remedy Drinks: Australian kombucha and switchel-style RTD fermented drinks brand. Comparable on low-sugar live-culture fermented beverages aimed at the health-conscious consumer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Willy's ACV social profiles
Digital presenceWilly's ACV financial estimates
Financial estimateRevenue estimate
Valuation estimate
Willy's ACV leadership team
Management profileNumber of profiles
Profiles1 record
Willy's ACV funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Willy's ACV 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 Willy's ACV
What does Willy's ACV do?
Willy's ACV produces and sells raw, organic, unpasteurised apple cider vinegar with live Mother culture, fermented and bottled on its regenerative Herefordshire farm from up to 48 apple varieties. The product range centres on Live Original ACV and extends to infused variants (Eureka Turmeric, Honey, Fire Cider), apple balsamic vinegar, daily ACV shots, fermented Switchel drinks, and cloudy apple juice, sold direct-to-consumer online and through UK retailers.
Is Willy's ACV a public or private company?
Willy's ACV is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Willy's ACV founded?
Willy's ACV was founded in 2014. It employs 11 to 50 people.
Where is Willy's ACV based?
Willy's ACV is headquartered in Ledbury, United Kingdom, in the Europe region.
How does Willy's ACV make money?
Two revenue lines are on record. Direct-to-Consumer E-Commerce (DTC) is the primary driver. The others are wholesale / B2B.
Who are Willy's ACV's main competitors?
Direct peers on record are Raw Health, Aspall, Bragg Live Food Products, Clearspring, Biona Organic and Fire Cider. Broad incumbents are Pukka Herbs and Heinz. Emerging players are Health-Ade Kombucha and Remedy Drinks.
Does Willy's ACV have an API?
No public API is recorded for Willy's ACV.
What industry is Willy's ACV in?
Willy's ACV's product category is Organic Apple Cider Vinegar and Fermented Wellness Foods. Its primary akta.pro industry code is AFAFABAK, Kombucha & Other Fermented Non-Alcoholic Beverages, with a secondary code of AFAFAHAE, Probiotic & Live-Culture Beverage Production (Shots, Tonics). Its NAICS code is 111331 and its SIC code is 2000.