The rising cost of living has become one of the defining issues of the decade, both in the UK and globally. With no sign of easing, savvy shoppers are increasingly turning to discount disruptors to stretch household budgets further.
Huddled Group Plc operates through three e-commerce retail brands, each specialising in a different FMCG sector: Discount Dragon (Groceries and Alcohol), Nutricircle (Wellness and Sports Nutrition), and BOOP Beauty (Beauty and Cosmetics). The group sources and redistributes surplus goods, delivering perfectly good products to cost-conscious customers at a fraction of the retail price.
Michael Ashley, CEO, Huddled Group Plc explains:
“Our goal is to be recognised as the UK’s most trusted surplus goods e-commerce retail group, tackling food insecurity and climate change head-on by reducing unnecessary waste in the FMCG supply chain whilst giving more people access to affordable goods. It’s a win-win for both people’s pockets and the planet – and it makes good business sense at a time when households are facing unprecedented levels of ever-rising costs.”
A recent YouGov study found that a third of Britons have struggled to afford food during the past three months, with 25% occasionally struggling and 13% struggling most of the time. According to the Joseph Rowntree Foundation, 7.1 million low-income households were going without essentials, and food was the most common essential item being missed. 5.3 million low-income families were cutting back or skipping meals.
Wayne Kersh, Managing Director, Discount Dragon said
“There’s no sense in wasting perfectly good products when so many households are struggling to make ends meet. The products we sell may be deemed surplus for various reasons: outdated or damaged packaging, unsold seasonal items, proximity to their best-before date, over-production, or a formulation change. By taking and redistributing this surplus stock, we keep it out of landfill and get it in the hands of savvy-shoppers.”
Featuring on the upcoming Channel 4 docuseries ‘Secrets of Supercheap Shopping’, Huddled Group will provide some insight into life behind the scenes at one of the UK’s leading discount disruptor brands, Discount Dragon. The four-part series will be available to stream or watch on Channel 4 from Monday 27 October, 8pm.
The people behind Huddled Group Plc are no strangers to launching and leading growing businesses, with Martin Higginson bringing a track record spanning over forty years of successfully identifying, building, exiting and floating high-profile consumer businesses.
With revenues up 81% during the first half of 2025 compared to the same period last year, and a 98% increase in the number of orders placed, Huddled Group Plc is growing – and growing fast.
A recent £1.5 million capital injection will support further growth and the group is in the process of transitioning to an automated logistics service, provided by the third-party logistics partner, THG Ingenuity. A move set to enable the group to process a higher volume and broader range of stock in a faster time – eliminating packing errors and reducing delivery times.
Find out more about Huddled Group at Huddled.com or shop now at www.discountdragon.co.uk, www.nutricircle.co.uk, or www.boopbeauty.co.uk.
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Notes to editors:
1. YouGov Study sampled 2193 adults in Great Britain in March 2025.
2. Joseph Rowntree Foundation Wave 8 of the Cost-of-Living Tracker surveyed 4,044 households with incomes in the bottom 40% in the UK in May 2025.
3. Huddled Group Plc full H1-25 Trading Announcement available at Huddled.com.
