DELLI, an online platform for independent food and drink, secured $6 million in seed extension funding led by Balderton and HV Capital. 

The startup, founded by Depop alumni Marie Petrovicka and Simon Beckerman, aims to change how consumers discover and purchase small-batch, independently-made food products.

The company’s strategy is based on the belief that “food is the new fashion.” 

A recent study found that food has surpassed fashion in popularity on social media. Analysts found that food and drink content captures the most attention in influencer marketing, with 30% of consumers favoring this category. Beauty content is second in popularity (26%), with fashion (21%) coming in third. 

According to Petrovicka and Beckerman, fashion brands are taking note, as evidenced by recent collaborations such as Off White with Evian, Supreme with Barbera Oil, and Momo Kombucha with Ganni.

DELLI approaches food retail by leveraging strategies traditionally associated with the fashion industry, including influencer collaborations. The platform has partnered with culinary influencers like Ravneet Gill, Ben Lippett, Jackson Boxer, James Cochrane, and Sam Grainger.

The new funding will expand DELLI’s offering and introduce more convenient delivery options. The company plans to launch more exclusive drops and collaborations that connect food with fashion and music. 

DELLI is also focusing on expanding its maker base regionally, working on local partnerships in key cities across the UK.

The platform aims to overcome roadblocks faced by small-batch producers in the current system dominated by supermarkets.

“With DELLI, we are excited to continue giving space to these makers and building a platform that will give buyers easy access to the new generation of unique and independent sellers, making shopping for food inspiring and fun,” Petrovicka said in a statement.

“DELLI has been one step ahead of shifting consumer behaviors around food and drink, and as more and more people opt for quality, independent craftsmanship over mass-produced and ultra-processed products, I have no doubt DELLI’s growth will continue to soar,” Daniel Waterhouse, General Partner at Balderton Capital, said in a statement.