Smileat opened at the end of 2014 “and we ended 2016 very well, with a turnover of 400,000 euros and breaking even. We have entered the major retailers: Carrefour, Alcampo, Dia, Costco, El Corte Inglés… and we are present in 1,700 points of sale in Spain. We started internationalization: Portugal, Italy, France and Poland. And we have already collected two rounds – 142,000 and 260,000 plus 100,000 euros from an Enisa. Our forecasts for this year are for sales of 1.7 million,” he enumerates Alberto Jimenezco-founder of Javier Quintana.
They still remember the 30,000 euros they were able to raise to survive the first three months of life and produce their first 10,000 units – all their raw material is Spanish; most of Navarre and the Basque Country–. “When we started, there weren’t too many brands. It was a market to develop and much remains to be done. You cannot find more than 2 or 3 organic baby food brands on the shelves when there are 6 or 7 in other markets. We have chosen countries in southern Europe that are in the same situation as Spain. There is a change in mentality towards the ecological, but there is still a lot of ignorance about this type of product. When we say our pear and apple jar is 50% pear and 50% apple, that’s how it is, it doesn’t contain water, juice or thickener like others do. Ours do not contain starch or ecological thickeners. When we say that they are the closest thing to those back home, that is true.”
And organic food for adults?
They have also started working on new ranges of children’s products. The next ones they will launch are healthy porridges, snacks and pouches.
“We’re looking to consolidate and continue to grow our baby line, and we’re investigating the adult line. We are seeing a trend reversal, both with large supermarkets betting on organic supermarkets and with parents who were not consuming organic but bought Smileat products for their children and have now also started consuming organic products. That is very positive, but we are looking into it because we only get involved if we can continue to offer products with added value.”