The Pitch

Watch the pitches from the best startups across the UK

This year, The Pitch received over 500 applications and we had the tough job of selecting the top 60 startups for our six regional finals. 

After travelling across the UK for every regional – Bristol, Birmingham, Manchester, Edinburgh and two in London – one winner from each was chosen. 

With the addition of the Side Hustle winner and People’s Choice winner, eight startups were invited to pitch at the final.

Watch the pitches of some of the best startups across the UK below, as well as the judges’ feedback and the score they received.

Winner of The Pitch 2022: Rowdy Kind

On a mission to make bath time sustainable, Rowdy Kind makes plastic-free shampoo bars and body bars for kids.

Also winning the Side Hustle Final, Rowdy Kind will be leaving the competition with £10k of prize money under her belt.

Rowdy Kind scored 84/100.

People’s Choice winner: Talk Twenties

Talk Twenties is a global online community, podcast, resource hub and event series offering life skills education for people in their twenties.

Not only have they undergone a major rebrand, but Talk Twenties also recently announced a new sponsorship with Zopa.

Talk Twenties scored 73/100.


By blending grains and seeds, Lilk creates the tastiest plant-based milk out there. Its stockists include Ocado, Waitrose and Holland & Barrett.

Lilk launched less than a year ago, but they’re already making waves: they were recently named best overall vegan milk by The Independent.

Lilk scored 78/100.

nested loop

nested loop have developed a smart energy storage system that lets you control your energy – saving you money and helping the planet.

With energy prices currently skyrocketing, there’s no wonder that nested loop resonated with the judges.

nested loop scored 71/100.

Sukoon Care

Sukoon Care delivers home-based, personalised cardiac rehabilitation care, so that heart patients can receive affordable, stress-free care.

Currently providing services in Pakistan, Sukoon Care is changing the model of care to meet the resource constraints of lower income countries.

Sukoon Care scored 66/100.

ió fibrewater

ió fibrewater makes the UK’s and EU’s only prebiotic fibre-infused water, made entirely with all-natural ingredients.

Each 500ml bottle of ió fibrewater provides 20% of your recommended daily fibre intake – which can help you lose weight, lower cholesterol and keep blood sugar stable.

ió fibrewater scored 65/100.


Poor mental health costs UK workplaces £45 billion per year. Because of this, companies are now investing heavily into wellbeing programmes – but often have little idea on how successful they are.

In response to this issue, Corus has developed a SaaS platform to enable consistent wellbeing assessment, allowing people managers to understand wellbeing impact.

Corus scored 62/100.


COYOSY exists to accelerate the transition to circular and ethical everyday tech, by making it attractive to the mainstream.

Also from Birmingham, COYOSY made it through to the final through our People’s Choice vote on social media. Find out more about the competition here.

COYOSY scored 50/100.

The Pitch scoring system

Scoring out of a maximum of 20 points, the judges give can give each pitcher up to five points for four different components:

  • The idea: Is the business solving a problem consumers care about? What potential is there for the product or service?
  • Proof of traction: How much demonstrable market interest is there? This could be in the form of research, customer reviews, users, revenue etc. We look for achievement based on the stage founders are at, rather than the startup with the most revenue.
  • The team: Is the founding team right for the challenge? Does their support network have the expertise necessary? Their network includes employees, mentors and advisers.
  • The pitch: How strong is their pitch? Good pitches are engaging, memorable and effectively communicate the problem they’re trying to solve.

For more information on The Pitch competition and how it works, please visit our FAQs.

Siân Avent

Siân Avent is the Content and Marketing Assistant at Inkwell, the company behind The Pitch.

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