Blume Pitch Deck: All 13 Slides + Teardown

Blume’s 2022 pitch deck is a concise, visually-driven presentation that successfully secured a $1.8M Seed round. The deck excels by focusing on tangible retail success rather than theoretical projections. By highlighting that the company was 'bootstrapped' to 1,500 doors and achieved 200% year-over-year growth within those stores, Blume proved product-market fit in the difficult Consumer Packaged Goods (CPG) sector. The narrative centers on 'flavour-first' functional wellness, positioning the brand as an accessible alternative to clinical supplements. While the deck lacks a detailed financial…

Key takeaways

• Blume emphasizes a 'flavour-first' approach to differentiate from clinical-style supplement brands (Slide 2).
• The company successfully bootstrapped to 1,500 retail doors before seeking this $1.8M Seed round (Slide 5).
• Traction is anchored by a 200% Q1 YOY growth rate within existing stores, proving velocity, not just distribution (Slide 5).
• A 30%+ returning customer rate in 2021 demonstrates strong brand loyalty and repeat purchase behavior (Slide 5).
• The deck positions the product in the tea/coffee aisle, which claims 4-10x the traffic of the supplement aisle (Slide 4).
• Blume utilizes a massive 'Press' slide with 10 distinct media features to establish cultural relevance (Slide 6).
• 85% of sales were concentrated in Canada at the time of the deck, indicating a clear path for US expansion (Slide 5).
• The deck lacks a formal 'Team' slide beyond the Founder/CEO, omitting key advisors or department heads (Slide 7).

Frequently asked questions

How much did Blume raise with this deck?

As reported by Business Insider, Blume raised $1.8 million in a Seed round in 2023. The deck itself, dated June 2022, focuses on the traction built leading up to that capital injection.

What is Blume's primary competitive advantage according to the deck?

Blume identifies its advantage as being 'flavour first' (Slide 2) and positioning itself in the high-traffic tea and coffee aisles rather than the supplement aisle. They claim these aisles have 4-10x more traffic than supplement sections (Slide 4).

What retail partners does Blume highlight?

The deck showcases several major North American retailers on Slide 5, including Whole Foods Market, Indigo, Anthropologie, Thrifty Foods, and Well.ca.

Does the deck include financial projections?

No, the provided 13 slides do not include forward-looking financial projections or a P&L statement. It relies entirely on historical traction metrics like YOY growth and returning customer rates.

What is the geographic focus of the business in this deck?

Slide 5 states that 85% of sales are currently in Canada. The deck uses a map of Canada to visualize their 1,500-door footprint, suggesting the Seed round was likely intended to fuel further expansion into the US.

Blume pitch deck: the facts

Company

Blume

Year

2023

Stage

Seed

Slides

13

Sector

Consumer / Wellness

Deck type

Fundraising Pitch Deck

Outcome

$1.8M Raised

Headquarters

North America (Canada)

Blume pitch deck PDF

The full Blume deck is embedded on this page and can be read slide by slide in the browser — no download or account required. Each slide is covered in the breakdown above.

What the Blume pitch deck was used for

This deck is Blume’s seed-stage fundraising presentation used in 2022–2023 to raise roughly C$2–2.5M (about US$1.8M) for its superfood latte brand.[1][3][4][5][8][11][12] It positions Blume as a flavour‑first functional latte company using organic, superfood‑boosted powdered blends that recreate familiar café drinks without additives or refined sugar.[1][4][7][8] The stated use of proceeds in the deck is to support launch in key US strategic retailers, accelerate penetration of the Canadian natural channel, and develop an on‑the‑go SKU to prepare for mass and grocery distribution (with 30% of funds to marketing and 25% to innovation). The deck accompanies the company’s first institutional/seed round after five years of bootstrapped growth begun in 2017.

Business model: Consumer packaged goods brand selling powdered superfood latte mixes and functional beverage products through retail (café and stores), natural channel, and direct-to-consumer e‑commerce.[1][3][4][7][8]

Lead investor

Fulmer & Co.[1][3][5]

Investors

Fulmer & Co.[1][3][5], The51 (Alberta‑based venture firm).[1][4][5][9], Judy Brooks (SmartSweets, Blo Blow Dry Bar).[1][4][5][6][8], Ethan Song (Frank & Oak).[1][4][5][6][8][9], Mike Fata (Manitoba Harvest).[1][4][5][6][9], Jerin Mece (Nude Vodka).[1][5][9], Additional consumer‑brand and angel backers as referenced in profiles and databases.[1][4][5][6][8][9]

Founded

2017[5][7][10]

Founders

Karen Danudjaja[5][7][10][13]

Headquarters

North Vancouver, British Columbia, Canada[1][7][10][15]

Round: Seed / first institutional round.[1][2][3][4][5][6][8][11][12]

Year: 2022 (round closing around July 2022, deck later featured in a 2023 article).[1][3][5][6][8][11][12]

Raising: Initial target of C$1.25M, exceeded within about five weeks as the round became oversubscribed.[1][5][8][11][12]

Raised: Approximately C$2–2.5M (reported as C$2M or C$2.5M, about US$1.55–1.8M) in an oversubscribed first outside/seed round completed around July 2022.[1][3][4][5][6][8][11][12]

Industry: Consumer / Wellness; Functional beverages and superfood latte mixes within food & beverage CPG.[1][4][7][10]

Total funding: Approximately C$2–2.5M (about US$1.55–1.8M) raised in a first outside/seed round completed around July 2022.[1][3][4][5][6][8][11][12]

Use of funds as presented: Expand into the US market (retail and DTC), scale the team, host in‑person community events and branded activations, deepen Canadian national presence, and, per the deck, support US launch in key strategic retailers, accelerate natural channel penetration in Canada, and innovate a new on‑the‑go SKU to prepare for mass and grocery (with ~30% to marketing and ~25% to innovation).[Source: user OCR fr

What happened after the Blume deck

Following five years of bootstrapped growth since 2017, Blume closed an oversubscribed seed/institutional round of roughly C$2–2.5M in mid‑2022 using this deck, then leveraged the funding to expand into the US, strengthen Canadian distribution, and grow the team while continuing operations as a leading superfood latte brand.[1][2][3][4][5][8][10][11][12][14]

• Closed an oversubscribed first outside/seed round of approximately C$2–2.5M (about US$1.8M) around July 2022, roughly do
• Transitioned from five years of bootstrapped growth into being backed by multiple consumer‑focused investors including F
• Used the capital to begin expanding into the US market, scale the team, and host community events and branded activation

What the Blume deck got right

• Distinct flavour‑first positioning within functional beverages. The deck articulates a clear **flavour‑first functional latte** positioning: recreating familiar café drinks with organic superfoods, no additives or refined sugar, at the intersection of café flavours and functional wellness, which is echoed consistently in external coverage.[Source: user OCR from slide 3][1][4][7][8]
• Thoughtful retail placement and accessibility strategy. Blume’s strategy to place products in **tea/coffee aisles**—with claimed 4–10x the traffic of supplement aisles—frames a thoughtful approach to increasing everyday exposure and accessibility versus traditional supplement placement.[Source: user OCR from slide 7][1][4][7]
• Clear linkage between capital and strategic growth initiatives. The ask slide ties capital directly to specific initiatives (US strategic retail launch, Canadian natural channel penetration, on‑the‑go SKU innovation) and gives approximate budget splits (30% marketing, 25% innovation), providing investors with a tangible roadmap for use of funds.[Source: user OCR from slide 12][1][3][4][8]
• Demonstrated fundraising effectiveness and investor demand. External reporting shows the deck supported an **oversubscribed seed raise** of about C$2–2.5M completed in roughly five weeks, surpassing a C$1.25M target, which validates the effectiveness of the narrative and investor appeal.[1][2][4][5][8][11][12]
• High‑signal investor roster aligned with consumer CPG. The round attracted multiple **experienced consumer‑brand investors** (SmartSweets, Manitoba Harvest, Frank & Oak, Nude Vodka, The51, Fulmer & Co.), reinforcing the deck’s credibility and signaling strong sector support.[1][3][4][5][6][8][9]
• Compelling founder and bootstrapping story underpinning the raise. The deck builds on a **multi‑year bootstrapped track record** (2017–2022) that external sources associate with multi‑million sales and national Canadian distribution, giving investors confidence that the brand already demonstrated traction prior to raising.[2][4][5][7][10][11][14]

What could have been stronger

• Unsubstantiated “only flavour‑first functional latte brand” claim. The deck emphasizes “the only functional latte brand that’s flavour first” without providing sourced market data, competitor mapping, or third‑party validation to substantiate uniqueness or category leadership; this makes the claim difficult for investors to verify from the slides alone.[Source: user OCR from slide 3]
• Key traffic and placement assumptions lack supporting data. While the deck references placement in tea/coffee aisles having 4–10x the traffic of the supplement aisle, it does not present underlying data sources, retailer metrics, or case studies to support this key strategic assumption.[Source: user OCR from slide 7]
• Limited operational detail behind use‑of‑funds allocations. The ask slide specifies allocations (30% marketing, 25% innovation) and geography focus (US launch, Canadian natural channel) but does not, based on the excerpt, break down timelines, hiring plans, or unit economics, leaving limited visibility on how capital translates into milestones.[Source: user OCR from slide 12]
• Sparse quantitative traction detail in visible slides. The deck excerpts focus on positioning and channel strategy but do not (in the available text) surface quantitative traction such as revenue run‑rate, retailer count, repeat purchase, or cohort metrics, which investors often expect for a seed‑stage CPG brand with several years of bootstrapped history.[2][4][7][10][11][14]
• Competitive set and category definition only partially articulated. The positioning slide juxtaposes Blume against “your super clever Moon Juice supplement” but does not fully clarify whether the brand aims to compete directly with supplement powders or to occupy a distinct, hybrid café‑wellness space, potentially confusing investors on category and competitive set.[Source: user OCR from slide 7]

How an investor would read this deck

What draws attention

• Evidence that flavour‑first positioning and familiar café flavours drive higher trial and adoption versus more esoteric functional beverages, ideally via conversion and repeat‑purchase data.[Source: user OCR from slides 3 and 7][4][7][11]
• Retail traction in tea/coffee and café channels, including number of doors, sell‑through velocity, and any category‑captain or best‑seller status that supports the shelf‑placement thesis.[1][3][4][7]
• Proof points that US expansion is already underway or de‑risked (e.g., pilot retailers, distributor agreements, DTC traction) aligned with the deck’s stated use of funds.[1][3][4][8][11][14]
• Clarity on margins, manufacturing scalability, and supply‑chain robustness for organic, superfood‑based powdered products as the brand scales from natural to mass and grocery.[4][7][10][11][14]
• Founder’s track record of bootstrapping to multi‑million sales and how those learnings translate into efficient deployment of the new capital.[2][4][10][11][14]

Risks that stand out

• Category risk that functional beverages and superfood lattes may face trend fatigue or be crowded by larger beverage incumbents introducing competing powder and ready‑to‑drink SKUs.[4][7][10][11][14]
• Execution risk in scaling from a bootstrapped, primarily Canadian business into US retail, including slotting fees, marketing spend requirements, and retailer performance expectations beyond what the initial raise can support.[1][3][4][5][8][11]
• Supply‑chain and cost‑inflation risk around organic, superfood ingredients that could pressure margins or limit price competitiveness in mass and grocery channels.[4][7][10][11][14]
• Positioning risk if consumers do not perceive Blume as meaningfully different from existing supplement powders or RTD functional beverages, despite the flavour‑first latte framing.[Source: user OCR from slides 3 and 7][4][7][11]
• Fundraising risk in future rounds if the initial US expansion and SKU innovation funded by this seed round do not generate sufficient traction or unit economics to attract follow‑on capital.[1][3][4][8][11][14]

Questions this deck invites

• What specific revenue, retailer door count, and velocity metrics did Blume have at the time of this seed raise, and how did those compare to category benchmarks in functional beverages and superfood lattes?[1][4][7][10][11]
• What are Blume’s gross margins and contribution margins per SKU, and how do manufacturing and ingredient costs scale as the brand enters US strategic retailers and, later, mass and grocery?[4][7][10][11][14]
• Which US retailers or distributors were already committed or in advanced discussions at the time of the deck, and what were the agreed or targeted timelines for launch?[1][3][4][8][11]
• How does Blume plan to defend its claimed flavour‑first differentiation as competitors introduce similar superfood latte and functional beverage SKUs, and what IP (if any) or brand assets support long‑term moat?[1][4][7][10][11]
• What milestones (e.g., US revenue, number of US doors, new on‑the‑go SKU launch, team hires) were attached to the 30% marketing and 25% innovation budget lines in the ask slide, and how will success be measured against those allocations?[So

What founders can take from the Blume deck

• A clearly articulated **flavour‑first** positioning—connecting functional benefits to familiar café flavours—can differentiate a wellness CPG brand in a crowded supplements and functional beverage market when consistently reinforced across deck slides.[Source: user OCR from slide 3][1][4][7][8]
• Explicitly discussing **channel strategy** (e.g., targeting tea/coffee aisles with higher traffic than supplement aisles) helps investors understand how a product’s placement and merchandising can expand the addressable market.[Source: user OCR from slide 7][1][4][7]
• Demonstrating that a raise is **oversubscribed** and completed quickly (e.g., ~C$2–2.5M in five weeks, exceeding a C$1.25M goal) can signal strong investor demand and founder credibility, especially after years of bootstrapping.[1][2][4][5][8][11][12]
• Using the deck to tie **use of funds** directly to strategic initiatives—US market expansion, Canadian natural channel depth, and new SKU innovation with explicit budget splits—clarifies how capital will drive growth.[Source: user OCR from slide 12][1][3][4][8]
• Leveraging a **multi‑year bootstrapped track record** before raising (as Blume did from 2017 to mid‑2022) can strengthen the fundraising narrative by showing product‑market fit and disciplined capital use.[2][4][5][7][10][11][14]
• Featuring recognizable **consumer brand investors** (e.g., SmartSweets, Manitoba Harvest, Frank & Oak–affiliated backers) can add credibility and signal sector expertise to new investors reviewing the deck.[1][3][4][5][6][8][9]

Blume pitch deck: common questions

What fundraise was Blume’s pitch deck used for?

Blume used this pitch deck in mid‑2022 to raise its first institutional/seed round of approximately C$2–2.5M (about US$1.8M) from consumer‑focused investors over roughly five weeks.[1][3][4][5][8][11][12] The deck was later featured by Business Insider in early 2023 as the materials behind the nearly US$1.8M raise.[8]

How did Blume plan to use the money raised with this deck?

The deck’s ask was to fund Blume’s launch in key strategic US retailers, accelerate penetration of the natural channel in Canada, and support innovation of a new on‑the‑go SKU to ready the brand for mass and grocery distribution, allocating about 30% of the round to marketing and 25% to innovation.[Source: user OCR from slide 12] Business Insider and other reports corroborate that the capital was intended to expand the US market presence, scale the team, and support in‑person community events and branded activations.[1][3][4][8]

What does Blume’s pitch deck say the company does?

Blume’s deck and external profiles describe the company as a Vancouver/North Vancouver‑based superfood latte brand that recreates familiar café drinks using powdered blends with organic ingredients, functional superfoods, and no refined sugar or additives.[1][4][5][7][8][10][13] The deck frames Blume as the only functional latte brand that is explicitly "flavour first," sitting at the intersection of café flavours and functional wellness.[Source: user OCR from slide 3]

Who invested in Blume in the round associated with this pitch deck?

According to Business Insider and investor/bio pieces, the round highlighted in the deck brought in investors such as Fulmer & Co. (lead), Judy Brooks (SmartSweets, Blo Blow Dry Bar), Ethan Song (Frank & Oak), Mike Fata (Manitoba Harvest), Jerin Mece (Nude Vodka), and Alberta‑based venture firm The51, alongside other consumer‑brand backers.[1][3][4][5][6][8][9]

How does Blume say it is different from other wellness or supplement brands in the deck?

The deck and external reporting characterize Blume’s differentiation as being a flavour‑first functional latte brand that recreates familiar café flavours, positions itself in tea/coffee aisles with higher foot traffic than supplements, and uses approachable flavours to introduce functional ingredients and reduce consumer hesitancy.[Source: user OCR from slides 3 and 7] This positions Blume against more esoteric supplement‑style products (e.g., Moon Juice‑type superfood powders) and widens the everyday, premium addressable market.[Source: user OCR from slide 7]

Sources

Funding and outcome facts on this page were researched on 2026-08-30 from the pages below.

• Superfood latte brand Blume raises $2M in five weeks
• International Women’s Day Profile: Karen Danudjaja, Blume - VITA Daily
• Fulmer & Co. Leads Investment Round in Superfood brand ...
• Blume: How a Vancouver Real Estate Manager Bootstrapped ...
• Making the leap from real estate to superfood lattes
• Blume — Company Profile | The Company Check
• Blume Superfood Lattes: When Lattes Done Better
• See the Pitch Deck Startup Blume Used to Raise $1.8 Million in 5 ...

Blume pitch deck slides

What each slide of the Blume pitch deck says

Slide 2

BLUME PITCH DECK 2022 THE PROBLEM a to choose between ( \ 0 health or taste N A Our favourite drinks are loaded with caffeine, sugars, preservatives and colours with no nutritional value. The wellness aisle is expensive Faia and confusing. NATURAL suGag 506 0 EFINED suGap Consumers are faced with a choice. Health or taste. Comprising eon] Ser 380 CaLoRies between flavour and functional benefits. INCREDIENTAC ARTIFICIAT

Slide 3

BLUME PITCH DECK 2022 THE SOLUTION We're the only functional latte brand that's flavour first. At Blume we make your favourite drinks, better. No additives or refined sugar, with all organic ingredients and boosted with superfoods. We are where your favourite cafe flavours and functional wellness products intersect.

Slide 7

BLUME PITCH DECK 2022 THE GAP ) FOOD PRODUCT Positioned DifT Iy 11ierently. By re-creating familiar flavours we widen our EVERYDAY ——— PREMIUM addressable market. We will find placement in tea/coffee which has 4-10x the traffic of the supplement aisle. We are an introduction to functional ingredients using familiar flavours to reduce hesitancy and increase accessibility. YOUR SUPER CLVR MOON JUICE SUPPLEMENT

Slide 12

BLUME PITCH DECK 2022 THE ASK The Ask This funding will be used to support our launch in the US in Key Strategic Retailers as well as accelerate our penetration of the Natural Channel in Canada. We will innovate a new on-the go SKU to set up for Mass and Grocery. MARKETING 30% INNOVATION 25%

Slide text above is read directly from the Blume deck PDF embedded on this page.

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