Manilife, a dynamic player in the food and beverage industry trends, is ramping up its marketing efforts as it sets its sights on surpassing £8 million ($10.3 million) in turnover in the upcoming financial year. This ambition coincides with the launch of its first manufacturing plant in Shirebrook, Derbyshire.
The company is transitioning from relying on third-party contract manufacturers to in-house production, with an investment of £1 million earmarked for the new facility. Anticipated to be operational in the first quarter, this move is poised to significantly enhance production capacity.
“Our new plant will more than double our capacity, providing a robust foundation for future growth,” stated Managing Director Jonny Bullivant in a recent interview. Currently, Manilife produces between 50,000 to 60,000 jars of peanut butter per week. With the new facility, production could expand to 150,000 jars weekly, allowing the company to scale its operations effectively in the coming years.
Founded in 2015 by Stuart Macdonald, Manilife’s product range includes Deep Roast Crunchy, Original Roast Smooth, and Original Roast Crunchy varieties. The company also offers organic options, a salted caramel variant, almond butters, and has recently ventured into the bagged snacking peanuts category.
To support the new manufacturing initiative, Manilife plans to hire ten additional employees, which will increase its workforce to 24.
This year, Manilife’s turnover is projected to rise to approximately £6.1 million, up from £4.2 million in 2023, with expectations to exceed £8 million in the next financial year. “Manufacturing has always been a crucial part of our long-term strategy, and we feel it’s the right moment to take this step,” Bullivant explained.
Currently, Manilife caters to both retail and foodservice channels. The recent addition of Tesco to its client roster, which already includes Sainsbury’s, Waitrose, and Ocado, marks a significant milestone. “We recently launched our first out-of-home billboard campaign in London, coupled with a digital marketing push. This is an important step towards enhancing brand awareness,” Bullivant remarked.
As a B-Corp-certified business, Manilife prioritizes quality and sustainability, sourcing its peanuts from a family-owned farm in Argentina. Bullivant noted, “There’s a noticeable trend towards products without stabilizing ingredients, such as peanut butters without palm oil. This segment is growing, while traditional products containing these ingredients are declining.”
Manilife has successfully raised approximately £3 million in external funding across several rounds, including contributions from private investors and funding through Seedrs. Looking ahead, the company aims to expand beyond the UK into new markets, particularly in Germany and other parts of Europe. “We established a German subsidiary earlier this year to better serve that market,” Bullivant added.
Despite the recent UK budget measures announced by the new Labour government, Manilife remains optimistic. Bullivant stated that the increase in the national minimum wage won’t derail their plans. “While the national insurance increase will affect all businesses, our trajectory remains positive, and bringing manufacturing in-house is absolutely the right decision for us.”
In summary, as the food and drink consumer trends continue evolving, Manilife is strategically positioned for growth by enhancing its production capabilities, expanding its market presence, and prioritizing sustainability.
