UAE’s Fruitful Day raises over Dhs3m to fund expansion

UAE-based fresh food delivery company Fruitful Day, has raised more than Dhs3m in investments, over two consecutive rounds of financing in October 2020.

The fresh fruit and healthy snacking company collaborated with crowdfunding platform, Eureeca for the raise, onboarding more than 40 new investors spread across the UAE to Saudi Arabia, Switzerland and Singapore.

Fruitful Day was launched in Dubai in 2015 by three women with a passion to make a healthy lifestyle easier and more accessible to all.

The team was able to surpass their original fundraising target, and is using the funds to focus on both horizontal and vertical expansion. With the recent launch of all-natural vegan fresh fruit pops, Fruitful Day is introducing a healthier alternative to ice cream focused on fresh fruits and unique flavours.

Marie-Christine Luijckx, managing partner of Fruitful Day said: “We are extremely proud to welcome such a diverse array of new investors to Fruitful Day. Investors were attracted by the strength of the brand and the resilience of the business to Covid-19 as we were able to significantly grow our home segment and introduce new products to our customers. Despite the obvious headwinds we have been able to maintain our growth story.”

“Working with MC and the rest of the Fruitful Day team was a real pleasure,” said head of investor relations for Eureeca, Siddarth Dalamal. “It was particularly insightful to be conducting the raise whilst the pandemic started, as we were able to see how quickly the team were able to react and switch their focus from B2B to B2C home deliveries. By delivering record numbers throughout a very difficult period, they showed their mettle and won investor confidence, causing the round to be oversubscribed.”

Fruitful Day has built a vertically integrated business that carries out the end-to-end process of sourcing, preparing, packaging and delivering fresh fruits and healthy snacks across the UAE.