Willys Ltd

Willy's ACV is a UK-based producer of raw, unpasteurised, unfiltered apple cider vinegar, crafted on a regenerative organic farm in Herefordshire. The company grows, ferments, and bottles all of its products on-site using organic apples sourced exclusively from its own ancient orchards, some of which are over 300 years old and feature 48 wild apple varieties. This vertically integrated approach — from soil to shelf — distinguishes Willy's ACV from competitors who rely on imported or blended ingredients.

At the heart of every product is 'Scobia,' a live Mother culture that has been maintained for over 300 years. This natural culture, formed through slow traditional fermentation, provides the probiotic and enzymatic properties associated with raw apple cider vinegar. All products are free from chemicals and pesticides, and the apples are never imported, reinforcing the brand's commitment to traceability and purity.

The product range includes several distinct apple cider vinegar expressions. The flagship Live Original ACV is made from wild apples and naturally fermented in small batches. The Eureka ACV incorporates turmeric and is positioned as a functional wellness shot, including a sparkling water pairing for morning mocktail use. The Fire Cider ACV and Honey ACV offer flavor variants that broaden appeal across culinary and wellness use cases. The Balsamic ACV is crafted from organic apples aged in French oak casks, offering a naturally sweet and tangy profile suitable for drizzling, dipping, and salad dressings.

Willy's ACV targets health-conscious consumers interested in gut health, digestion, immunity, and blood glucose management. The brand promotes a '60 Day Challenge' encouraging daily dosing of 15–25ml, and positions its products for multiple use occasions including daily wellness shots, cooking, pickling, and salad dressings. Retail pricing ranges from £10–£11 per 500ml bottle, with a subscription model offering free UK delivery.

The farm operates under regenerative agriculture principles, emphasizing soil microbiome health as foundational to product quality. The company sells direct-to-consumer via its own website with UK-wide distribution, and products are also available through select retail partners. All fermentation and bottling occurs on the farm, ensuring quality control throughout the production process.