SWOT Analysis


  • High demand for what BCL offers: Tetra Pak estimates a product capacity deficit of ~700M units.
  • Value proposition that will appeal to large CPGs who need to reduce Scope 3 emissions to reach net zero targets.
  • De-risked business plan: LOIs for ~30% of plant capacity.
  • Highly experienced management team.
  • Established distribution channels through Rethink


  • Current lack of financial resources to fund construction of the facility, and obtain the required machines and equipment.
  • Better-For-You will face the same brand recognition issues that all startups encounter.
  • Marketing budget is small when compared to competitors operating in the same space.


  • All BCL divisions can capitalize on growing consumer demand for sustainability in their food and beverages.
  • Bring sustainable beverage manufacturing from the fringe into the mainstream through distribution partnerships with blue-chip companies that need to hit net zero targets.
  • Create partnerships with retailers whereby BCL co-packs for them, while they distribute its Better-For-You products.


  • Compliance issues in F&B have the potential to create challenges for companies like BCL.
  • Quality control-related challenges and approaches can cause different types of political and legal challenges.
  • Companies’ exaggerated claims of sustainability threaten BCL’s value proposition, as many consumers won’t know the difference.