View all newsletters
Receive our newsletter - data, insights and analysis delivered to you
  1. News
September 29, 2020

Alternative-protein investor Lever VC details China strategy

Lever VC, an investor in start-ups offering alternatives to meat, dairy and seafood protein, has outlined the ambitions for its strategy of backing fledgling businesses in China.

By Dean Best

Lever VC, an investor in start-ups offering alternatives to meat, dairy and seafood protein, has set out its four-year plan to back fledgling businesses in China.

Free Report
img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

The venture-capital firm has put money into five companies in China and Nick Cooney, the investor’s co-founder, outlined the ambitions of its specific fund in the country.

“For Lever China Fund, our target is to invest in around ten companies per year for the next four years, so about 40 companies in total,” Cooney told just-food. “These are all smaller investments – US$50,000 to $250,000 – and typically early-stage bets, anywhere from incubation through seed round in most cases, though we will likely do some Series A deals.”

In China, the five companies backed by Lever VC are two developing cell-based meats – Avant Meats and Like Foods – plant-based seafood supplier New Singularity, plant-based chicken firm HaoFood and Hero Protein, a start-up offering plant-based chicken, beef and fish products.

“We aren’t disclosing the exact amount for each investment but, in general, Lever China Fund’s investments range from $50,000 to $250,000 per company and all five deals are within that range,” Cooney said. “The average equity stake for these first five investments is roughly 6%, but it varies significantly deal to deal.”

Lever VC is working with “corporate partners” on its China fund, including local dairy giant Inner Mongolia Yili Industrial Group Co. and COFCO, the Chinese state-owned agri-food company, as well as international ingredients suppliers Givaudan and Cremer.

The partners are not investors in the China fund, Cooney said, but work with the start-ups backed. “They have value for the portfolio companies, and vice versa. For example, Givaudan and Cremer offer value-add services to plant-based meat and in some cases cell-cultivated meat company to do things like help with product formulation and flavouring and with product production. The partnerships give Lever China Fund’s companies direct and immediate access to those services,” Cooney said.

“COFCO and Yili Group are both interested in the alternative protein space, so the partnership opens the door to them working with or investing directly in portfolio companies to help fuel their growth and distribution.”

Lever VC, which has offices in Hong Kong and the US, has backed businesses outside China including Bond Pet Foods, a US firm producing meat protein for pet food from fermentation, and The Good Spoon, a plant-based condiments supplier based in France.

Related Companies

Free Report
img

Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

NEWSLETTER Sign up Tick the boxes of the newsletters you would like to receive. A weekly roundup of the latest news and analysis, sent every Friday. The industry's most comprehensive news and information delivered every other month.
I consent to GlobalData UK Limited collecting my details provided via this form in accordance with the Privacy Policy
SUBSCRIBED

THANK YOU

Thank you for subscribing to Just Food