FullClear supplies the on-trade with a beer line cleaning solution, which it claims is proven to allow for safe monthly beer line cleaning.
According to the company, it will use the quarter-of-a-million pound investment it is aiming for to expand the business in the UK and globally, as well as build on its marketing capabilities.
Toxic and corrosive
The cleaning chemical is a non-toxic, non-corrosive, non-carcinogenic and eco-ethical beer line cleaner and can be used as a replacement for toxic and corrosive chemicals, resulting in a claimed improvement in beer quality.
FullClear co-founder and chief executive Alex Murray said: “At FullClear we are committed to helping retailers serve better quality beer and run better, more profitable businesses. We understand line cleaning isn’t hugely sexy, but neither is a dirty pint - this year’s Beer Quality Report found that one in three pints is served via unclean lines.
“Our research shows £1bn a year is lost in beer waste through traditional line cleaning methods.”
Murray continued: “FullClear has the commercial opportunity to save the UK industry alone some £700m a year in waste. Most cleaning chemicals are toxic, corrosive and ineffective meaning that lines have to be cleaned weekly rather than safely every month.
‘Safely extend the clean’
“Through our extensive, independently-verified tests we’ve proven you can safely extend the clean cycle from weekly to monthly.”
In April this year Vianet launched its annual Beer Quality Report, which showed the quality of beer in many pubs was at a low, particularly in the south-west, which was ranked the lowest in beer quality.
At the time, Vianet managing director Steve Alton, who was recently interviewed by The Morning Advertiser, said: “With a raft of new business costs hitting the industry this year - for instance further uplifts in the national living and minimum wages, pension auto-enrolment and the apprenticeship levy, as well as substantial hikes in business rates for many pubs - profitability is under pressure like never before.”