Lucid 2025 Impact Report

Reporting Period: January 2025 - December 2025

Why We’re Publishing This

2025 was a year of meaningful growth for Lucid.

As we continue building in the functional nutrition space, we believe growth should never come at the expense of responsibility. This update reflects how we operated during 2025, what we’ve put in place to support responsible scaling, and where we’re heading next.

Lucid remains a small, founder-led business, which means we are directly involved in decisions across sourcing, manufacturing, partnerships, and communication. 

2025 at a Glance

• 120 retail stockists by year end (+85 new stockists vs. 2024)
• 13,865 units sold (+3449 units vs. 2024)
• 100% UK-based manufacturing
• 2 founders, no additional employees
• Annual supplier review launched in 2025 (new)
• Supplier compliance tracking introduced (baseline year)

We are proud to remain fully UK-manufactured as we scale. Keeping production local allows us to maintain a close overview of quality, relationships, and operational standards.

Strengthening Our Foundations

In 2025, we focused on formalising the systems behind the brand.

We introduced:

• A formal Stakeholder Engagement Policy
• A documented Code of Ethics
• Clearer supplier expectations and governance standards

As a small team, many of these practices were already embedded in how we operate. This year was about documenting them properly and building the foundations for long-term accountability.

Listening and Learning

In 2025, we conducted a structured customer feedback survey to better understand what people value about Lucid and where we can improve.

• Number of responses: 13

• Key themes identified:

• Strong Product Satisfaction (Taste + Function Lead). Across both one-time and repeat buyers, Lucid scored consistently high on taste (8.5–8.9/10) and ingredients/health benefits (8.1–8.4/10). Functional ingredients (lion’s mane, maca) were a primary reason for trial, and repeat buyers overwhelmingly selected taste and functional ingredients as what they enjoy most.

• Theme: Product integrity and flavour are resonating.

• • Brand & Packaging Perceived as Premium. Packaging/brand scored among the highest attributes (up to 9/10 among one-time buyers). Lucid is not just being bought for functionality - it is being perceived as a credible, well-positioned brand in a competitive snack category.

    • Theme: Brand trust and visual identity support product credibility.

• • Price / Value is the Main Friction Point. Price/value was the lowest-rated metric across both groups (~6–6.5/10). Open comments frequently referenced:

    • Price sensitivity

    • Desire for better value on larger packs

Importantly, this concern appears among both first-time and repeat buyers, indicating price perception is the main growth lever to monitor.

• • • Theme: Strong product-market fit, with value perception as the primary optimisation opportunity.

The findings were reviewed directly by the founders and informed strategic decisions throughout the year, including product positioning, communication clarity, and operational priorities.

While most stakeholder engagement has historically occurred through direct conversations with retail partners and suppliers, 2025 marked the beginning of a more structured approach to measurement.

In 2026, we will expand this into a formal annual multi-stakeholder survey covering customers, retail partners, and suppliers.

Responsible Partnerships

All Lucid products continue to be manufactured in the UK.

We prioritise working with partners who operate lawfully, ethically, and transparently. As a founder-led business, supplier and retailer relationships are managed directly by us, allowing for open communication and fair commercial conduct.

We believe responsible partnerships are not just operational decisions but long-term strategic ones.

Environmental Considerations

We recognise that food production and distribution have environmental impacts. As we scale, we are working to approach this area with realism and responsibility.

In 2025, our focus included:

• Maintaining UK-based manufacturing

• Reviewing packaging formats as part of our longer-term sustainability roadmap

• Avoiding exaggerated environmental claims

We are committed to improving over time, while ensuring any sustainability commitments we make are achievable and transparent.

Product Integrity and Communication

Lucid exists to improve everyday wellbeing through functional nutrition. That responsibility extends to how we communicate.

In 2025, we remained focused on:

• Evidence-informed product positioning

• Avoiding fear-based or misleading health messaging

• Clear communication about ingredients and functionality

Looking Ahead to 2026

In 2026, we plan to:

• Launch our first structured annual multi-stakeholder survey

• Formalise environmental performance tracking, including packaging material audits and manufacturing footprint monitoring.

• Conduct structured customer product testing to gather measurable feedback on taste and perceived functional benefits

• Review product claims annually to ensure they remain evidence-informed and transparent

• Continue strengthening governance as part of our B Corp journey.

As we grow, our goal remains the same: to build a brand that balances commercial ambition with genuine responsibility.

Closing

2025 was a foundational year. We grew, formalised key policies, and strengthened our internal standards.

Our vision is to transform the grab-and-go food landscape by making functional, responsibly made nutrition the new standard.

We know we are still early in our journey. Our commitment is not to be perfect, but to progress, transparently, and accountability as we grow.