USA – Global Plant-Based Food Company, Food United has acquired plant-based digital media platform, LIVEKINDLY Media and rebranded as The LIVEKINDLY Co.
Backed by Swiss investor, Blue Horizon, The LIVEKINDLY has also raised US$200-million in a founders’ funding round to fuel the company’s ambitions of becoming one of the world’s largest plant-based food companies.
The LIVEKINDLY co. says that it is committed to transforming the global food system by partnering with forward-looking poultry production companies seeking to embrace and contribute to plant-based options.
The group intends to use the US$200m investment for further acquisitions, scaling the current plant-based food portfolio of brands and investments to rapidly increase the plant-based food industry capacity.
The company already boasts of plant-based chicken alternatives brands such as South Africa’s The Fry Family Food, LikeMeat as well LIVEKINDLY Media and an equity stake in PURIS Holding, a vertically integrated player plant-based ingredients.
With these investments and the planned expansion, the group claims that it is the only company in the plant-based food sector to own and operate the entire value chain of production.
Plant-based food products are becoming increasingly popular as consumer demand for cleaner, more sustainable options grow, and production technologies improve to significantly enhance taste and texture.
The plant-based protein market is projected to account for 9% of the estimated US$2.7 trillion global meat market by 2040, according to a report by Jefferies – an opportunity which LIVEKINDLY is betting on for strong future growth.
The company believes that it is well positioned for future growth supported by a strong global team of industry executives including Kees Kruythoff, Chairman & CEO (formerly President Unilever North America).
The LIVEKINDLY co also counts of industry leaders such as the founder of Blue Horizon,Roger Lienhard, Mick Van Ettinger, the company’s CMO and former Unilever executive and Aldo Uva, COO and Chief R&D Officer (formerly of Nestle, Firmenich, and Ferrero).
“Unlike any other company in this space, the LIVEKINDLY co. is creating a movement that will drive impact at scale and at speed,” said Kruythoff.
“We are starting with one of the world’s most consumed meats–chicken-by providing outstanding, tasty, plant-based foods that are more sustainable and environmentally friendly.
“We’re also partnering with incumbent poultry companies including PHW in Europe and RCL Foods in South Africa, who are committed to embracing plant-based options.”