Book a free Formula Value Session and we run three of your existing lines through live Amazon sales data: what shoppers are already buying, what they pay for it, and who you would be up against. You get a straight verdict on each line. Build, or pass.
Thirty minutes on screen. You never share a recipe.
| Product line | Demand | Competition | Verdict |
|---|---|---|---|
| L-01Leather cleaner, 250ml | Build | ||
| L-02Oven cleaner, 400ml | Pass | ||
| L-03Boiler additive, 250ml | Build |
Illustrative example only. Your session uses live sales data on your own lines.
Your products are tested, costed and compliant. Sell only through another business and they own the customer, the reviews and the sales history. You are paid per fill, or per case.
A customer moves supply elsewhere and leaves you holding formulations you own outright and nobody is selling. Or a library of stock formulas that has never carried a brand at all.
You sell through vets, saddlers, salons, garden centres or wholesalers. Customers ask for you by name. Online, a reseller owns your listing, prices it badly and keeps the margin.
It rarely stalls in the making. It stalls in listings, advertising, reviews, stock planning and returns. You are a maker, not a marketer, and there is no shame in that.
One pallet sold direct can earn what ten or twenty pallets earn at trade.And unlike a trade account, a brand has a sale value of its own.
One turns up in the trade press and on LinkedIn: a brand sells for a fortune and the factory that made it reads about the deal like everybody else. The other is on your phone, somebody half your age selling a product you could make before lunch at the price you charge for a pallet. Same gap in both. They own the customer, you own the kit.
Protein powders and bars. Outsourced manufacturing from the very start, by the buyer's own account.
Worse than nothing. The buyer then spent £700,000 moving the filling into its own plant. Whoever had been filling it lost the work too.
Science in Sport plc, regulatory announcement, 14 November 2018Refillable natural deodorant. Wild's own site says it partnered with two factories. It owns neither of them.
Terms were never disclosed, so treat the figure as reported. What is certain is that neither factory is named anywhere, and both were paid to fill.
Unilever press release, 1 April 2025, and Wild's own siteBath and skincare for children, contract manufactured in the UK from the beginning.
A brand built on somebody else's production line, sold for a figure that line will never see on an invoice.
PZ Cussons plc acquisition announcement, 21 March 2022The razors were made by Dorco, who were selling the same razor on Amazon at the same time, for less.
Same product, same factory, two prices. One of them had a brand attached, and that was the one worth a billion dollars.
Money, 20 July 2016, and TechCrunch, 19 July 2016Made across five outside facilities in the UK and Europe. Lily's owned none of them.
The one that ends differently. Purina kept the outsourced model and those factories still make the food. That was not luck, it was a term in the sale agreement.
The Grocer, April 2020, and Nestlé UK press release, 1 April 2020Scroll for more. Every figure above links to the original announcement or report.
You can make it. That was never the problem. The question is who buys it, and the honest answer is that most of the demand is already there and nobody is collecting it.
We ran one filler's range through live Amazon data. Six lines were already selling £10,600 a month between them, on listings nobody managed, with no advertising at all. That is not a forecast. That is shoppers searching and buying whatever turned up.
Listings written around the words people actually type. Advertising aimed at whoever is taking those sales today. Reviews built slowly and properly. Stock planned so the listing never goes dark, because an empty listing loses its ranking and you pay to win it back. That job is ours.
Amazon proves the demand and pays for itself first. Once the lines work we add your own store and an email list, so one platform does not own the business and the brand is worth more at the end. The US follows the UK, never runs alongside it.
You bring the formulation and the filling line. We bring the selling.
Thirty minutes on screen. We put three of your lines through live Amazon sales data and give you a verdict on each. You never share a recipe.
One week. A written business case on the winning line: three forecasts, profit per unit at your own cost, trademark clearance, a compliance scan and opening quantities. Yours to keep whatever you decide next.
£3,000 a month from month one. We build the brand and run it day to day. You own it, and you keep every penny of the manufacturing margin along the way.
No new plant, no new department, no new hires. Your line, your formulation, simply running more of what it already makes.
Already had your session? Pay for your study, £600 including VAT. We confirm the start date by email the same day.
A UK contract filler had developed and made almost a whole household range for a customer. The customer moved supply elsewhere and left the filler holding twenty-five formulations it owned outright. We ran the range through live Amazon data.
Floor and ceiling. The floor is what those lines earned with nobody trying: £10,600 a month. The ceiling is what the category pays when somebody does try, and putting a number on that is what the £500 study is for. Client names are under NDA. Past results from one engagement, not a forecast for yours.
All of it confirmed in writing before anything launches. Nothing below is a surprise on month three.
The trademark, the listings and the selling account are yours, and so is every penny of the manufacturing margin. We take 20% of the proceeds if and when the brand sells.
Month one is not idle. While you are making the first run we are registering the brand, building the listings and preparing the launch.
Once the brand passes £40,000 gross in a month, 5% of gross revenue is added to the fee. Below that the fee stays flat.
By default you register the brand and the account. If you would rather your trade customers never see you selling direct, we register both and the same terms apply.
“I have sold on Amazon since 2010, run an Amazon agency, and built and sold businesses of my own. I took a personal safety product to market leader in the UK and Europe, and I have worked hands-on with liquids, creams and regulated categories. Your product is the hard bit. The selling is the bit I know.”
Based in Northern Ireland. Working with manufacturers across the UK and Ireland.
No. We work from the product type, claims, pack size and your cost price. The recipe stays with you. We do need to know that you own it, or can make your own.
Not if we choose well. The brand is separate from your trade business, with its own name and its own company. You tell us which categories and accounts to steer clear of, and nothing goes ahead without your say-so. We will not promise a separate brand is invisible to your trade customers, but we can make sure it is never sold under your name.
The Formula Value Session costs nothing. The Brand Exit Feasibility Study is £500 plus VAT. If we build, the management fee is £3,000 a month from month one, plus 5% of gross revenue in any month above £40,000, and we take 20% of the proceeds when the brand is sold. Your margin on every unit is yours. Advertising is the brand's own cost. We set all of this out in writing before you decide.
Then we tell you, in plain terms, on the call or in the study. A clear no now is better than a brand built on hope.
This part is years away, so it comes last. But it is where our 20% sits, so you should see the arithmetic. Because you are the factory, your cost of goods is a fraction of what a normal seller pays, and more of every sale drops through to profit.
Sale price£430,000
Sale price£1,100,000
Sale price£4.2m to £4.7m
Worked examples, not forecasts, and not a promise of sales or of a sale. Shelf price at six to seven times your own cost of goods, the standard guidance for a consumer product, so cost of goods is 15% of sales. Amazon fees 35% above £12, advertising 12%, our fee and running costs 9% to 14% by scale. Your study gives you your own number on your own costs.
When Science in Sport bought PhD Nutrition for £32m, it spent £700,000 moving the filling into its own plant. The filler lost the brand and the work. When Nestlé Purina bought Lily's Kitchen, the outside factories kept making it, because the sale agreement said so.
We handle the valuation and the sale, and continuation of your supply agreement sits on the table as a term of it rather than being left to the buyer's goodwill. You sell the brand, take the proceeds, and go on filling.
Not from a listing site. Across completed UK and Ireland deals reported by 106 advisory firms in the second half of 2025, a business with £200,000 of normalised profit sold at 3.3 times profit and one with £10m sold at 8.4 times.
Dealsuite UK and Ireland M&A Monitor, February 2026Of 161 online businesses sold in 2025, those with a registered trademark averaged $269,987. Those without, $122,852. Roughly double, for a piece of paperwork.
Empire Flippers State of the Industry Report, 2026Thirty minutes on screen with Roger. Bring what you make and how it sells today. Names and categories are enough. You will leave knowing whether there is a line worth putting through the study.
Prefer to talk first? Email hello@formulatobrand.com
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