Manchester-based Vypr, a product intelligence platform, has secured £5M (nearly €5.82M) in funding for expansion into international markets and related sectors. The company also plans to further develop its consumer insights technology.
The investment included £4M from YFM Equity Partners and £1M from other investors and management. This round brings Vypr’s total funding to £13.4M, with YFM’s total investment reaching £9.5M.
Other investors participating in this round include Vypr chairman and former CEO of UK tech plc GBG, Richard Law.
Existing Vypr shareholders, including veteran Manchester venture capitalist, Richard Young, and founder of major UK food producer 2 Sisters Food Group, Ranjit Singh Boparan also invested in this round.
Sophie Tainton, Portfolio Director at YFM Equity Partners, says, “Vypr has continued to deliver impressive growth while driving real innovation in the product intelligence space. The business has built a compelling offering that is now attracting interest from international markets, and we are excited to support the next phase of its expansion.”
“With a strong leadership team and a clear vision, Vypr is well-positioned to scale successfully internationally while continuing to enhance its market-leading technology.”
Supporting product decisions through consumer insight and data
Founded in 2013 by Ben Davies, Vypr’s platform helps brands understand consumer behaviour through rapid insight supported by behavioural science.
The platform is used by teams and stakeholders involved in all stages of the product journey, combining research technologies and support to guide product decisions.
It helps test thousands of products weekly, offering tools and techniques grounded in data and behavioural science to support decisions on product concepts, names, branding, packaging, ingredients, pricing, and marketing messages.
The company collects data through mobile-first consumer communities using both qualitative and quantitative methods. Clients use the platform to bring products to market and improve existing ones.
Vypr’s customers include supermarkets such as Aldi, Asda, and M&S, and food and drink companies including Brewdog, Kraft Heinz, and Red Bull.
Capital utilisation and growth
Over the past year, Vypr has expanded to offer consumer insight in markets including Australia, the US, and several European countries. The latest funding will support growth in these regions and enable the launch of Vypr’s next platform, which will offer self-service international market insights.
The investment will also support the development of AI-driven features to enhance Vypr’s product intelligence capabilities.
Chris Williams, CEO at Vypr, says, “Our partnership with YFM has been instrumental in driving Vypr’s growth and there is no clearer sign of potential than a major investor more than doubling its backing. With an excellent team here, a unique product roadmap, and enormous global opportunity, we can now deliver the next phase of our strategy and bring even greater value to our customers globally.”
“Our heartland is in new product development for the food and drink industry where we count household names and exciting challenger brands amongst our customers. This raise equips us to evolve our platform and push into adjacent sectors in FMCG and retail in the UK and internationally.”
Since YFM’s initial investment in 2021, Vypr has grown steadily, becoming a partner for brands, manufacturers, and retailers. The company has maintained a compound annual growth rate over 40 per cent and reached annual recurring revenue above £6M.
Vypr is preparing for its next stage of expansion, responding to increased demand for data-driven product development intelligence.
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