MAD Product LTD

From start-up to category leader in five years

Since launching in 2020, MAD Product has grown from a start-up into a multi-million-pound supplier serving many of the UK’s largest grocery and volume retailers. The business supplies approximately one in every five products sold within its category by major volume retailers across the UK, working directly with major supermarkets and larger volume retailers to provide a full category management service spanning product sourcing, development, design, packaging, manufacturing and supply chain coordination.

Led by directors Claire Hatwell (Creative Director), Matthew Nelson (Commercial Director) and Daniel Forster (Sales Director), each bringing more than a decade of senior experience across FMCG and grocery retail, the business has built a lean, efficient operation that has sold more than 18 million products over the last 12 months.

A strong pipeline, and the next stage of growth

With established relationships across the UK’s biggest retailers and a genuinely differentiated offer built around sustainability and design, MAD Product had a strong pipeline of confirmed opportunities to convert into the next phase of growth — both by deepening its UK retail relationships and by accelerating an international expansion strategy already underway in France, Belgium, Spain and Australia.

Investing in supply chain and operational growth

River Capital provided a significant six-figure investment through the North West Business Growth Loan Fund to support MAD Product’s next phase of growth and innovation. The funding will support continued expansion with major UK and international retailers, alongside investment in supply chain development and operational growth.

The funding package was introduced through NatWest, whose ongoing support is expected to include an expanded invoice discounting facility and trade finance solutions alongside River Capital’s investment.