Raising Your Seed Round: Food and Beverage
Raising for an FMCG startup is notoriously difficult, here's our top tips for a food and beverage seed round
Securing early-stage investment can often feel like trying to unlock a door without a key, especially when the investors you need to reach prefer to stay behind the scenes. Many founders know they need capital, but they don’t always know where to find it or who holds the purse strings.
This is where the investor syndicate comes in: a powerful yet often opaque funding route where high-net-worth individuals (HNWIs) co-invest through trusted leads. For many angels, syndicates offer a way to stay discreet, invest alongside peers they trust and access curated deal flow without high visibility.
For founders, the opportunity is clear — but so is the challenge. This guide demystifies investor syndicates, explains how they work, and shows how ThatRound helps startups gain access to this hidden layer of the UK fundraising landscape.
An investor syndicate is a group of individuals who co-invest in startups, typically under the guidance of a lead investor or syndicate lead. Rather than acting independently, members rely on the lead to identify promising opportunities, conduct due diligence and structure deals. Nevertheless, some investor syndicates pool their resources in this pre-investment stage.
These arrangements give startups access to multiple backers through a single relationship while allowing syndicate members to benefit from the lead’s judgment and expertise.
At ThatRound, we classify syndicates as fundraising services — not investors themselves — because they act as intermediaries, providing startups with coordinated access to private capital. They don’t manage funds directly but facilitate early-stage investment.
The process usually starts with a lead angel sourcing and negotiating a deal. Once satisfied, they invite other members of their network to join the round and conduct their own due diligence.
Investor syndicates can take on different legal structures, some formal some less so. Some syndicates may operate via a Special Purpose Vehicle (SPV), a single legal entity through which all investment flows. This simplifies the founder’s cap table and centralises communication. Instead of managing multiple investors directly, startups deal with one structured point of contact. Others may invest individually, allowing the end Angel investors to benefit from certain tax incentives such as the SEIS and EIS schemes.
Syndicates are typically led by experienced angels or micro-VCs with a strong reputation in their field. Their credibility is the engine behind the model – a respected lead attracts committed followers who trust their instincts.
Some syndicate leads run their groups formally through investment platforms; others manage them more privately through spreadsheets and email lists.
In return for curating the deal, they sometimes charge fees, either to the startups they invest in or the investors. The most common form of fee would be a success fee, typically in the range of 5% to the startup. There again, some investor syndicates charge “carry” – a percentage of any returns made by the syndicate if the startup succeeds.
Syndicates tend to operate at the earlier end of the funding spectrum, backing startups seeking between £100,000 and £750,000. The lead investor’s conviction often plays a decisive role. Typically, if they have a strong relationship with the entrepreneur who is seeking investment or a degree of expertise in the relevant sector, then the wider group is more likely to commit.
Many investor syndicate members are eligible for SEIS or EIS relief, so tax-efficient structuring is a must. Founders should be ready with documentation and eligibility confirmations before approaching a syndicate.
The sectors they support vary widely, from fintech and healthtech to B2B SaaS and consumer brands. The lead’s interests often dictate the focus, so understanding their background is crucial. That said, traction, a standout team and a credible narrative for growth are usually expected regardless of the sector.
Importantly, most syndicates are relationship-driven. They invest where the lead has conviction. This is not necessarily based on geography but on belief in the founder’s potential. This makes them powerful for high-potential startups but also challenging to access without insider knowledge or introductions.
Engaging with an investor syndicate can be a highly effective route to raising capital in the early stages of a startup's journey – particularly if a credible lead is involved. The model combines network access with practical simplicity, but it’s not without its challenges. New business founders should weigh the potential upsides against the realities of accessing and closing capital through this channel.
Advantages:
Challenges:
ThatRound helps mitigate these issues by connecting startups with active syndicates who invest in their sector and stage of business, through its centralised platform. Founders can filter by fee type to enable faster, more informed outreach and reduce the guesswork that often slows down early-stage fundraising.
Despite their advantages, investor syndicate groups are notoriously hard to find. There’s no central registry, and many operate discreetly, with little or no public presence. Most founders don’t know where to begin – or even who the lead investors are.
This lack of visibility leads to missed opportunities, delays and misdirected outreach. Even where a syndicate could be a perfect match, founders often fail to connect due to poor discoverability or unclear entry points. Many platforms also lack detail on who’s behind the syndicate or what they’ve invested in before.
ThatRound addresses this directly by curating and classifying syndicates as part of its marketplace of fundraising services. Founders can filter syndicates by deal size, sector, geography and tax eligibility, helping them identify aligned opportunities faster. With access to deal data, timelines, and the track records of syndicate leads, ThatRound empowers startups to approach the right partners with confidence.
As part of a wider suite of tools – including round management, legal standardisation and service filtering – ThatRound turns the fragmented investor syndicate landscape into something searchable, comparable and founder-first.