This outfit appeared on a google ad, with next to no references on the web, so I had a look and experimented. It's based on crowdfunding software like the free www.selfstarter.us/, but the funded items are loans at a particular rate of interest, allowing the software to work for P2P lending. The founder also hired a user interface designer to make it smart and self-explanatory, and used I guess his accountant's address in central London to make the business look upmarket.
Security seems only to make sense if you like the idea that ten pots of vegan caviar valued at Fortnum and Mason prices might turn-up on your doorstep one day, if a loan defaults, and the site is laid-out to encourage tiny investments. You can also fund 100 pots of vegan caviar if you want, or seaweed, but I don't know what you'd do with them if they arrived on your doorstep.
Interest is a couple of pounds per investment over three months, which works out at rediculously high amount in annual percentage rates. I imagine that food companies hope for a bit of public relations in exchange for the loan as well as the money itself; that they are putting their name about among foodies.
That's the gist of it. My verdict is that it's worth a flutter on small amounts of money for people who enjoy this sort of thing, just to see how it goes.