Sleep Well Milk Limited has raised new capital from the Jersey-based Venture Capital fund SHUFL Capital to enable the business to grow its UK reach, enter the North American market, and develop new products.
SHUFL CEO Simon Webster has been appointed Chair of Sleep Well’s Board as part of the deal.
Sleep Well was founded in 2017 by Allan and Sam Watts with a mission to help the world get a better night’s sleep. Over 50% of adults claim not to get enough sleep, affecting their physical and mental wellbeing.
SHUFL invests in start-up and early-stage companies in the sleep, health, fitness, and leisure sectors. Simon Webster said, “We are very excited to be working with Sleep Well. The brand has strong foundations, and we believe we can help the team build on those foundations to achieve its business growth objectives.
“SHUFL was founded to partner entrepreneurs who are passionate about the same things we are – and especially that human happiness is a naturally occurring phenomenon that arises if four key foundations are in place – sustained good sleep, health self-confidence, fitness of body and mind and spending as much time as we can doing what we enjoy. Sleep is the bedrock of this belief and Sleep Well is addressing the problem of sleep deficiency head-on.”
Sleep Well Director Allan Watts said, “This is a major milestone on our journey. SHUFL’s financial and intellectual capital will significantly boost our growth plans. We have worked very hard for four years to build our brand, establish an online and retail presence and open opportunities in overseas markets in Asia and the United States. With Simon and the SHUFL team on board, we can supercharge our efforts to achieve our long-term goal, which is to be sold globally, and be at the forefront of the healthy sleep revolution.”
Sleep Well launched its range of dairy drinks using milk from Jersey cows and high-quality natural ingredients in 2017 and is now sold online and in several large supermarket chains and independent stores in the UK and Channel Islands.
In 2021, in response to the growing number of people who prefer not to, or are unable to drink dairy, Sleep Well introduced its first plant-based drink – Oat – which is sold exclusively in Holland & Barrett nationally, and in a number of Channel Island outlets.
