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Feedr (B)


Finance, Strategy and Entrepreneurship

Authors / Editors

Dushnitsky G;Larin K


Publication Year



The case describes the journey of Riya Grover and Lyz Swanton (MBAs from HBS and LBS respectively) who launched, scaled and sold London-based startup Feedr during the second half of 2010. Feedr introduced a sustainable solution offering nutritionally healthy food by leveraging technology to drive personalisation in choice and scale. In Part B, we meet the founders as they set out to fundraise a second round. Feedr leveraged the ‘funding buffet’ by raising capital from a mix of investors; raising an investment through an equity crowdfunding campaign and completing the round with an institutional investor, the VC fund Episode 1. The case concludes with the sale of Feedr to a strategic buyer. It describes a process that started as a prospective investment from a corporate VC and ended in an outright acquisition.

Topic List



Catering; E-commerce

LBS Case Number



Europe; United Kingdom

Publication Research Centre

Institute of Finance and Accounting

Available on ECCH


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