Luminii provides CDD to YFM on their investment in Vypr

12 Jan 2021 /

Luminii are delighted to have provided commercial due diligence (CDD) support to YFM Equity Partners on their investment into Vypr, a consumer insights business.

Founded in 2013, Vypr's cloud-based data validation platform enables manufacturers and retailers to save time and costs on new product development by providing insight into what customers want to see on the shelves. Vypr has developed its industry-leading process that combines research into behavioural science with its own well-segmented consumer panel, putting the client in full control and enabling them to test every aspect of their product innovation, from packaging, pricing and naming to product claims and ranging. 

Based in Manchester, the company has expanded its consumer panel into France and Germany in 2020 and works with leading retailers such as The Co-op Food and brands like Weetabix and Müller.

In addition to the primary service of providing near real time consumer responses to steers, Vypr has developed a number of additional products such as an analytics tool for profiling multiple products within a given category or classification; a function which assesses consumer value perception of products and models pricing elasticity; and a brand sentiment tracker.

The investment from YFM will enable the business to grow its sales and marketing team as it builds on its strong customer base among food manufacturers, retailers and FMCG brands and moves into new vertical sectors. Vypr will also continue to invest in product development as well as exploring further international markets, building on its European presence.

"Luminii are delighted to have supported YFM on this transaction. This is yet another deal that helps to further strengthen our credentials in the TMT and software sectors. Having completed over 40 projects in software over the last 2 years, Luminii is certainly building a strong reputation as a go to provider for strategy and commercial due diligence in this space. We wish YFM and Vypr's management team continued success for the future." - Lushani Kodituwakku, Managing Director, Luminii Consulting

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