Pre-seed · 2026
AI-powered food safety compliance for UK restaurants. Replacing paper HACCP records at £14.99/month.
01 — Problem
£10.4bn
annual economic burden of foodborne illness in the UK
Source: UK Food Security Report 2024, FSA/DEFRA
430,000+
food businesses legally required to maintain HACCP records across England, Wales & Northern Ireland
Source: FSA, 15 Years of FHRS, 2025
95,000
overdue inspections including 871 high-risk businesses — backlog from post-pandemic under-resourcing
Source: FSA/FSS Our Food 2024, via Food Safety News
02 — Why now
2×
businesses rated 2 or below are twice as likely to cause food poisoning outbreaks versus those rated 3+
Source: FSA FHRS 15th Anniversary Research, November 2025
101
allergen alerts issued by FSA last year — up from 64 the year before
Source: FSA/FSS Our Food 2024
89%
of businesses in England improve their record-keeping after receiving a bad hygiene rating
Source: FSA FHRS Business Survey 2024
20%
of food safety officer posts in Scotland vacant or unavailable — enforcement resources shrinking nationally
Source: FSA/FSS Our Food 2024
03 — Market
£68M
UK ARR opportunity — 380,000 independent food businesses × £14.99/month
Calculation based on: FSA FHRS data 2025. Excludes NHS, schools, care homes (additional channel).
£38+
Trail — per site per month. Web-only. No native mobile app. Owned by Access Group.
Source: FoodDocs HACCP Tools Comparison 2025
£59+
FoodDocs — per site per month on annual plan. Estonian startup targeting enterprise.
Source: FoodDocs Pricing 2025
£14.99
Blueroll — flat monthly. All features. Native iOS. Built for independent operators.
blueroll.app
04 — Solution
30s
AI extracts full allergen data, ingredients & cooking parameters from any recipe — photo, text, or PDF
blueroll.app — live on the App Store
14
EU allergens tracked automatically across all menu items
Per EU Food Information for Consumers Regulation (EU FIC)
5
SFBB templates built in — based on FSA's own Safer Food Better Business framework
FSA SFBB, food.gov.uk
1 tap
PDF compliance report — date-stamped, ready to send to Environmental Health Officer
blueroll.app
05 — Competitive landscape
Nobody owns the independent. Trail and FoodDocs serve chains. Blueroll serves the 350,000 they've ignored.
Product Pricing Native mobile AI features Target
Trail (Access Group) £38+/site/mo Web only Limited Wagamama, Costa
FoodDocs £59+/site/mo Yes HACCP AI Multi-site enterprise
SFBB+ £4.99/mo Yes None Basic FSA diary only
Blueroll £14.99 flat Native iOS Recipe AI Independent restaurants
Sources: FoodDocs Comparison 2025 · Capterra Trail 2026 · sfbbplus.co.uk