Caerphilly-based health start-up Nudjed valued at £1m

A Caerphilly-based start-up has been valued at £1 million as it tries to attract investors to its high-tech approach of staying fit and eating well.

Nudjed, based at the Welsh Innovation Centre for Enterprise on Caerphilly Business Park, is the brainchild of scientist Neil Atherton and designer Warren Fauvel.

Based around the idea that modern busy life gets in the way of keeping healthy, Nudjed is a digital health service which offers advice reminders to its users with a long-term health goal.

The company has already raised more than £90,000 in investment.

It is now raising to aim a further £100,000 for 10% equity through online investment website Seedrs.

Cheif executive Warren, who has worked with clients such as Google and Virgin Media, explained the business opportunity for the company. The US, for example spends $60 billion a year on dieting.

He said: “As middle classes around the world develop, obesity rates increase.

“In the USA, where they have one of the highest obesity rates, they have a diet industry worth six to ten fold more per overweight person than we do in the UK. This is a huge business opportunity.”

Chief operating officer Neil, who studied genetics at Cardiff and Leeds, added: “You’d think the weight loss market would be doing really well, but they’re struggling.

“Weight Watchers has seen a decrease in its share price for the last three years as they struggle to attract digital savvy smartphone users.”

The company, which started life 18 months ago, has already caught the imagination of some of the industry’s big hitters.

It has recently partnered with high street pharmacy chain Superdrug, where it will be rolling out a trial of its service to five South Wales stores and hopefully to the rest of the UK.

For more information about Nudjed and its investment opportunity visit www.nudjed.com.