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January 4, 2018updated 23 Mar 2022 9:48am

Israeli bio-tech start-up SuperMeat forms strategic alliance with PHW-Gruppe

SuperMeat has formed a strategic partnership with PHW-Gruppe, one of Europe's largest poultry producers, after securing financing that will enable the Israeli bio-tech start-up to bring its "clean-chicken products'' to market.

By Dean Best

SuperMeat has formed a strategic partnership with PHW-Gruppe, one of Europe’s largest poultry producers, after securing financing that will enable the Israeli bio-tech start-up to bring its “clean-chicken products” to market.

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Based in Tel-Aviv, SuperMeat produces “clean meat” by growing cells extracted from chickens. The cells are then grown in conditions that allow them to thrive, forming high-quality poultry cuts. 

In a statement announcing the US$3m in seed funding, SuperMeat said of its business: “This process puts an end to the industrial need to mass-produce animals for slaughter, while eliminating exposure to animal waste and food-borne illnesses; the potential benefits for public health and animal welfare are therefore considerable. 

“At the same time, clean meat is also highly beneficial for the environment, with drastically reduced carbon and ecological footprints compared to current meat production methods.”

US-based venture capital fund New Crop Capital and “mission-orientated” Stray Dog Capital led the round of funding, with both firms committed to investing in “more sustainable food systems”. The financiers have previously backed alternative-protein companies such as Beyond Meat and SunFed.

SuperMeat’s aim is to create “healthy, sustainable and animal-friendly meat products using advanced cell culture techniques”.   

Co-founder and chief executive Ido Savir said: “We’re proud that SuperMeat is at the forefront of the rapidly-evolving clean-meat industry. We are proud to partner with a top-tier meat producer like PHW; this partnership will enable us to bring to market a revolutionary new generation of tasty, sustainable meat products throughout Europe and beyond.”  

According to PHW-Gruppe, the equity investment is part of its approach to provide Europe with sustainable, “clean foods”.

CEO Peter Wesjohann said: “We at PHW have time and again left the beaten path in conducting our business. This approach not only facilitates the development of best-in-class animal welfare concepts in our core poultry business, but will also lead to the strengthening of our vegan product portfolio, confirming our leading role in the global consumer trend towards a cleaner, more protein-rich diet.” 

After securing the funding, SuperMeat said it hopes to bring the product to market in the “very near future” and at a price similar to conventional chicken products.

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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
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