The sustainable consumer goods sector is witnessing growing investor appetite as environmentally conscious brands prove they can combine purpose with profitability. East London-based Allday Goods, the cult kitchen knife brand that transforms plastic waste into chef-quality blades, has raised £765,000 in a seed round led by FIGR Ventures to scale its operations from artisan favourite to mainstream kitchen staple. Founded in 2021 by ex-chef Hugo Worsley, Allday Goods manufactures kitchen knives with handles crafted entirely from recycled plastic waste — sourced from Maldon Salt buckets, milk bottle handles, discarded plant containers, and fishing nets washed up on British shores. The brand, which started in Worsley’s parents’ shed using a repurposed toastie maker, has already achieved profitability with minimal external investment. Products consistently sell out within minutes during online drops, and queues have formed at London pop-ups, reflecting a level of consumer demand that few sustainable brands can match at this stage. FIGR Ventures Leads Seed Round with Sustainability-Focused Backers The £765,000 round was led by FIGR Ventures, with participation from Anotherway Ventures, Machroes Holdings — the family office of Lord Mervyn Davies — and angel investor Tom Gozney, founder of the premium pizza oven brand Gozney. The investor mix signals confidence in Allday Goods’ ability to bridge the gap between sustainable manufacturing and scalable consumer product design. Allday Goods’ knives pair handles made from 100% recycled food-grade polypropylene with British and Japanese steel blades. The company collects, cleans, shreds, and remoulds plastic waste into distinctive, colourful handles that carry visible traces of their former lives — a design choice that has become central to the brand’s identity. Each knife effectively diverts plastic from landfill whilst delivering professional-grade performance. Worsley commented on the raise, noting that the team had built the brand slowly and intentionally, and that securing backing from investors they genuinely admire represents a significant milestone for the next chapter of growth. From Cult Following to Mainstream Market Opportunity Allday Goods has already demonstrated significant commercial traction without substantial marketing spend. The brand’s high-profile collaborations with Ottolenghi, Soho House, Maldon Salt, Kerrygold, and Paul Smith have positioned it at the intersection of culinary craftsmanship and design culture. Features in The World of Interiors and Esquire have further cemented its reputation among discerning consumers who value both aesthetics and environmental responsibility. The fresh capital will be deployed to scale production capacity, expand the product range, and accelerate the transition from limited-edition drops to consistent retail availability. The challenge for Allday Goods will be maintaining the artisan quality and brand mystique that fuelled its cult status whilst meeting the demands of a broader consumer base — a tension that many direct-to-consumer brands have struggled to navigate. The broader sustainable kitchenware market continues to attract both consumer interest and investor capital across Europe. As regulatory pressure on single-use plastics intensifies and consumers increasingly seek products that align with their environmental values, brands like Allday Goods that demonstrate genuine circularity in their manufacturing processes are well-positioned to capture meaningful market share. Summary Company: Allday GoodsHeadquarters: East London, United KingdomFounded: 2021Founder: Hugo WorsleyRound: SeedAmount: £765,000Lead Investor: FIGR VenturesOther Investors: Anotherway Ventures, Machroes Holdings, Tom GozneyUse of Funds: Scale production, expand product range, transition to mainstream retail availability
