How Eat Easy conquered the healthy food market

Healthy eating and healthy lifestyle in general has recently attracted more and more attention of people. And accordingly the market in this direction is also actively developing. The company Eat Easy is a proven supplier of quality products. But how it all began. The main investor Nikita Izmailov speaks about it - N1, Pari Match, sportbank are all his projects and successful startups.

My wife started it all, she set a goal to lose weight and simply saw an advertisement on Instagram that was very interesting. And so strongly ignited by the idea, it was decided to try to produce healthy food on their own. The investment was only 20 thousand dollars, of course, it was not enough, and additional investments to come to the current level required a lot.

At the moment Eat Easy - is a manufacturer of organic snacks and fermented drinks, and the company's turnover in 2020 reached 20 million hryvnias. In 2021 the amount reached 36 million. But these are all mistakes and experiments, the path has been difficult.

How was it all done?

Initially, the path of a craft producer on Instagram was chosen, and everything was just on the off chance, without experience and practical knowledge. The beginning was more than optimistic, as the calculation was for the middle-income category and above. But the demand was practically non-existent, it was an order of magnitude lower than expected. And in order to break even you need to sell at least 200 rations a day.

In the next stage, it was decided to launch a large-scale advertising campaign to make the consumer aware of the product, and nine online marketers were added to the staff. But it's not all that simple. There are no marketers on the team right now, and the work is mostly done through a 4-person sales team.

Smaller stores have also opened to scale. But even with that, there was enough production capacity to serve up to 500 customers a day. And to increase to 1,000, you had to at least duplicate production.

You also need both regular maintenance and payroll, which took another 50-70 thousand dollars a month. But even in this case there was no exact plan of action. The project was perceived too emotionally. But the constant investments required changes, and besides, there was no profit, so in 2019 there was a new CEO specialist on the staff.

And already after that there were serious changes, not without controversy and difficulties, production and staff were reduced, stores were closed. And Eat Easy switched to making kombucha, the market for which is actively growing. And that was the main impetus for further development, and in a short period of time with a competent specialist, the company began to make a profit.