SeaBeeTree set to venture into UK market

Former investment banker Ann O’Rahilly was back in London this week, launching her new health food products in Harrod’s.

Ms O’Rahilly’s SeaBeeTree company has developed a range of muesli products made in Ireland which feature seaweed – sugar kelp harvested off the west coast – in what she claims is a world first.

The company was launched only last year. It was accepted on to the Bord Bia/SuperValu Food Academy training programme last July before launching its range of three muesli products last September.

First stocked in SuperValu, the company has since extended its customer base to include a number of independent food stores, Fallon & Byrne, Avoca, the Fresh food market chain and Ardkeen Quality Food Store in Waterford.

Now, the company has made its first venture into export markets, announcing it has secured an exclusive deal with upmarket London store Harrod’s.

“We are absolutely thrilled that one of the finest department stores in the world has chosen to list our mueslis with Irish seaweed,” says Ms O’Rahilly.

“As a showcase to international consumers, SeaBeeTree is proud to be chosen by such a prestigious department store where it shares a presence with some of the finest foods in the world.”

The company is also extending its range to include three new porridge products – also featuring Irish seaweed. Ms O’Rahilly points to research associating seaweed with many health benefits on the basis of its nutrient content, which includes iodine, potassium, magnesium, calcium and iron.

Ms O'Rahilly previously worked in the investment banking sector in both London and Dublin, including stints with the London Stock Exchange and Citi bank. She was also involved in the team that established Bord Gáis Energy's electricity division before spending the past decade as a stay-at-home mum.

She says the company’s ambition now is to grow its presence in Ireland and focus more on exports, with its near-term focus on expansion into new European markets.