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Consumer brands

FMCG brand financial model, built free.

A three-statement Excel model for a consumer brand (FMCG), built from your own figures and checked to balance.

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  • No card
  • Usually ready within the hour

We use generative AI in parts of our process, so mistakes can occur. Every model should be checked by a person before it is relied on. Read more

The business

Makes or sources packaged food, snacks, sauces and other grocery products (the general case for FMCG brands not covered by a more specific brand type) and sells them through supermarkets, retailers, foodservice and export markets, earning gross margin after trade spend and advertising.

See the sampleHow the model works

In short

  • 01

    Three linked statements

    Income statement, balance sheet and cash flow, linked in every period.

  • 02

    Valued two ways

    Discounted cash flow and trading multiples, side by side.

  • 03

    Monthly to annual

    Monthly, quarterly, half-yearly or annual periods, for up to 30 years.

  • 04

    Checked every period

    A Checks sheet shows the balance sheet balances and the cash reconciles.

The sample

The sample, as Excel draws it.

Built by the same system and checks as yours: its structure and its inputs, ready for your own figures.

Annual · 10 years · Low detail
FMCG brand sample model.xlsx
The How It Works sheet of the sample FMCG brand model

The sample describes no real business. Yours is calibrated to your own figures, so its results are your business’s.

How it works

How the model works for an FMCG brand.

  1. How it earns revenue3 formulas
    Product-range sales · All product ranges
    Gross salesVolume soldPrice to retailer per unit
    Trade spend (gross to net) · All product ranges
    Trade spendGross salesfrom product-range salesTrade spend (% of gross sales)
    Synergies · Valuation and analysis
    Cost synergiesRun-rate cost synergiesCost synergies achieved (share of run-rate)CPI index (1.00 in the first year)share of the year
  2. What drives its costs3 formulas
    Product cost of goods and gross profit · All product ranges
    Standard cost per unitMaterials and ingredientsPackagingConversion labourPlant overheadInbound freight
    Product cost of goods and gross profit · All product ranges
    Cost of goods soldVolume soldfrom product-range salesStandard cost per unit
    Product cost of goods and gross profit · All product ranges
    Net salesGross sales (product-range sales)from product-range salesTrade spend (trade spend (gross to net))from gross to net
  3. What it invests in3 formulas
    Plant capex and depreciation · All plants
    Plant capital expenditureSustaining capexGrowth capex
    Plant capex and depreciation · All plants
    Plant depreciationDepreciation of existing assetsDepreciation of sustaining additionsProject 1 depreciation (from commissioning)Project 2 depreciation (from commissioning)Project 3 depreciation (from commissioning)
    Plant capex and depreciation · All plants
    Closing net book valueOpening net book valuePlant capital expenditurePlant depreciation
  4. How it is funded3 formulas
    Debt
    RepaymentsScheduled repaymentsPrepayments from an equity raise and the cash sweep
    Debt
    Closing balanceOpening balanceDrawdownsRepayments
    Debt
    Interest expenseOpening balanceAll-in interest rateshare of the year
  5. How profit becomes cash3 formulas
    Working capital
    Trade receivablesRevenuefrom statementsDebtor daysDays in period
    Working capital
    InventoryDirect costs (positive)from statementsInventory daysDays in period
    Working capital
    Trade payablesCash operating costs (positive)from statementsCreditor daysDays in period
What it covers

29 parts, each one tested.

Every part is a tested building block with its own checks: yours is put together from the ones your business needs.

  • CPI forecastConsensus curve with long-run anchor
  • Exchange rate (US dollar)Exchange rate by financial year
  • Operating expensesHeadcount build by function
  • Corporate costsFixed cost base indexed to CPI
  • Working capitalFull working capital
  • Income taxCorporate rate with tax losses
  • Corporate fixed assetsStraight-line over remaining life
  • DebtAmortising term loan
  • Dividends and distributionsPayout of net profit
  • Discounted cash flow valuationDCF on free cash flow to the firm
  • Multiples valuationEV / EBITDA multiple
  • Key-metric summaryLast-twelve-month and run-rate metrics
  • Budget phasingSeasonal profile of twelve monthly weights
  • Covenant tests and headroomLVR, gearing and ICR for property
  • Sources and uses at completionEntry multiple with debt sized in turns of EBITDA
  • Management equity and ratchetsFixed management share or option pool
  • Exit valuation and timingExit multiple of LTM EBITDA
  • Sponsor returns and value creationValue creation bridge
  • SynergiesRun-rate synergies with phasing
  • Discount rate (WACC)CAPM at target gearing
  • Seasonal phasing of salesHistorical monthly profileHow annual sales — and the stock and cash that follow them — are spread across months or quarters.
  • Distribution and logisticsLogistics % of salesDistribution-centre, warehousing and outbound freight costs of moving goods to stores, customers or retail accounts.
  • Product-range salesDistribution × rate of saleGross sales of a brand, category or SKU family to retailers, wholesale accounts and export markets.
  • Trade spend (gross to net)Trade spend % of gross salesPayments and discounts to retail customers — promotional allowances, rebates, listing fees and co-operative marketing — deducted from gross sales to reach net revenue.
  • Product cost of goods and gross profitUnit cost buildCost of making or buying each product range — materials, packaging, conversion and inbound freight.
  • Advertising and promotion (A&P)A&P % of net salesBrand investment in media, sponsorship and consumer promotion (separate from trade spend paid to retailers).
  • Capacity and productionOperating days × daily rate
  • Direct labourFixed plus variable labour
  • Plant capex and depreciationSustaining capex plus growth projects
Key numbers

The numbers it tracks.

  1. 01volume growth
  2. 02net sales per unit
  3. 03price and mix
  4. 04gross margin %
  5. 05trade spend % of gross sales
  6. 06A&P % of net sales
  7. 07EBIT margin
Used for

What it is used for.

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Looking for an FMCG brand financial model template? Ours arrives built for your business, with your figures in it.

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See a finished model, sheet by sheet

The sample is built on illustrative figures and describes no real business. Models are calculations prepared from the information you provide. They are not financial advice and must be independently verified. See our terms.