FH2O
Partnership Proposal · A of 2
FH2O ×
Cocoa Coast.
International Expansion.
UK and EU first. America in Year 2. One product, one partnership, one shelf at a time.
For Janelle & Damian
May 2026
Private & Confidential
02 / The Opportunity
10%
Watermelon juice is 10% of your volume.
It should be the hero.
Around 4.5 million cans last year, mostly in Australia. The product is class-leading. The fact it isn't your hero anywhere outside Australia is a marketing problem, not a product problem.
The UK and EU functional drinks category is worth more than £8bn and is dominated by Big Water, sugar drinks, and chemical-laden energy drinks. There's no honest watermelon juice on the shelf at scale. There's a gap shaped exactly like your product, and we have spent six months designing a brand to fit it.
03 / The Deal
The deal,
in one paragraph.
You cover the wholesale cost of the first crate. We cover shipping, duties, taxes, warehousing, and 100% of marketing, distribution, sales, content, and team. We launch in the UK within 90 days. EU within 6 months. US in Year 2. We commit to tripling your watermelon juice volume across our markets within 18 months.
04 / What we're asking
Four things from you.
01
The first crate, free.
One 20ft container of watermelon juice, approximately 20,000–25,000 cans. The entirety of your upfront commitment to the partnership.
02
Brand exclusivity.
24 months in UK, EU, and US. You keep every private-label and wholesale arrangement you already have. We're simply the only consumer-brand-led watermelon juice you supply into our markets while we're the partner.
03
Supply commitment.
Once we're selling, you guarantee we can buy enough stock at agreed wholesale prices to meet the orders we land. We don't want to win listings we can't fulfil.
04
One named contact.
A single point on your side to coordinate orders, batching, and shipping. Speed of communication is the make-or-break in launches like this.
05 / What we bring
Everything else.
- All shipping, customs, duties, warehousing, and last-mile from the moment the container leaves your facility.
- Brand identity, packaging artwork (already designed), brand book, content slate, and launch campaign ready to deploy.
- Full marketing budget across content, paid media, retail activation, PR, and trade. Confirmed on partnership in principle.
- Four co-founders: a brand and content lead with 15 years on global campaigns for BMW, Sky, Google, Microsoft, Waitrose, Wise and Clarks; an operations co-founder who has scaled a London specialty coffee brand from zero; a designer; a distribution lead.
- Initial conversations underway with target UK and EU retailers (specifics shared under NDA).
06 / Timeline
From signature to shelves.
M0
Sign partnership in principle.
M1
First crate ships from AU. Brand book signed off. Marketing in pre-production.
M2–3
Launch campaign live. UK retail listings secured. First crate lands and ships out.
M4–6
UK results in. EU launch begins (DE, NL, FR priority).
M6–12
EU rollout. UK volume scales. First repeat orders to Cocoa Coast.
M12–18
US planning kicks off. Triple-volume milestone hit.
07 / The Promise
3X
Triple your watermelon juice volume across UK, EU, and US within 18 months of UK launch.
From a current ~4.5M annual cans to a UK + EU + US baseline of 13.5M+. Most of it incremental, new-market volume. Monthly reporting against this number from Month 1.
08 / Commercials
Three ways
to make this work.
The free first crate is the upfront commitment. The ongoing economics are open. Three structures we'd be happy to discuss.
Option 01
Cost plus.
You supply subsequent batches at agreed wholesale unit cost. We keep all margin from sales. Simplest, cleanest. You're guaranteed margin on every can. We carry the brand and market risk.
Option 02
Revenue share.
You supply at manufacturing cost (no wholesale margin). We market and sell. Profit on the watermelon line is split, suggested 60/40 in our favour reflecting our market and marketing investment. More upside for both sides if we win. Aligned incentives.
Option 03
Equity for crate.
You take a small equity stake in FH2O (the brand entity, not just the watermelon SKU) in exchange for the free first crate and a discounted ongoing wholesale rate. You own a piece of the upside in the broader brand we're building.
09 / Risk & Reversibility
You're not signing into a dead end.
If we haven't delivered measurable, agreed milestones at Month 12, you can exit the brand exclusivity clause with 90 days notice.
We're confident we won't get there. But you should know the door isn't locked behind you. The only money on the line on your side is the first crate. Everything else is FH2O's risk to carry.
10 / Next steps
For Wednesday.
- Walk you through this proposal end to end.
- Take your questions and concerns.
- Agree in principle on partnership shape and which commercial option to develop further.
- If aligned, agree a 30-day window to sign final terms.
We'd love to be on a shelf
in London 90 days after
we shake hands.
Let's talk: stefan@digital-farm.co.uk
Stef Michalak
on behalf of Mason, Steve, and Simon — FH2O co-founders.
