In Annecy, Mé-Mé raises one million euros to boost its energizing products
Tree sap, Ardèche grape must, matcha green tea, ginger and lemon: these are the main ingredients of Mé-Mé products. With its range of “healthy and responsible” drinks and chewing gum, the company based in Annecy (Haute-Savoie) has won over investors. The SME of five employees announces that it has completed a fundraising of 1 million euros with the investment companies Foodara and Papyrus group, five business angels, as well as bpifrance.
Innovative, it will also benefit from a subsidy of 50,000 euros from the regional directorate for food, agriculture and forestry Auvergne-Rhône-Alpes (DRAFF).
Sales force
These funds will enable Mé-Mé to continue its growth around three objectives: the deployment of a sales force in the field, the strengthening of its reputation, and the pursuit of its R&D to finalize the development of innovations around the tree sap.
Since its creation in 2018, the success of the brand has not been denied. Adopted by the trendiest restaurateurs, snacking and healthy food brands, the Mé-Mé brand is now present in 850 stores and restaurants in France and Belgium. It has even imposed itself “as the new nugget” of Monoprix, which distributes it in France, and has been deployed within distributors Métro, Leclerc, Carrefour, Auchan, Super U, but also in Landemaine bakeries and on the Nature and Discoveries website.
Effective Marketing
Mé-Mé’s adventure began somewhat by chance. It is indeed by looking for energizing and natural products for herself that Caroline Liault, champion of skateboarding and snowboarding, began to develop her recipes in her kitchen. Based on her travel experiences and ingredients discovered in Japan or Canada, she founded the concept of Mé-Mé, based on healthy and natural ingredients.
All served by effective marketing, the design of the range having been entrusted to Leona Rose, artist of street culture. She created two animal totems representing the products: the monkey, emblem of wisdom in Japan, and the deer, emblem of regeneration. Mé-Mé has also removed plastic from its packaging and has chosen Tetra Pak for its bricks, printed in Dijon, intended as a symbol of commitment to the planet, since they are 100% recyclable.