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July 6, 2020

Lever VC launches plant-based investment fund and accelerator in China

Investor Lester VC has linked up with accelerator operator Brinc on a venture targeting plant-based start-ups in a key Asian market.

By Leonie Barrie

Lester VC, the Hong Kong-headquartered venture-capital fund specialising in alternative proteins, has established an investment fund and accelerator targeting start-ups in China.

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It has joined forces with China-based accelerator operator Brinc in the venture, which will also support cell-cultivated meat and dairy companies.

Lever VC, which was an early investor in US plant-based burger firms Beyond Meat and Impossible Foods, as well as Memphis Meats and Just, is supported in the venture by Lever Foods, a Shanghai-based consultancy that advises on the alternative protein industry. Other corporate partners include the venture capital arms of Yili, one of China’s largest dairy businesses, Chinese state-owned agri-food giant COFCO Corp., as well as national industry trade group the China Plant-Based Foods Alliance and ingredients giant Givaudan.

The Lever China Alternative Protein Fund will invest CNY40m (US$5.7m) over the next four years in entrepreneurs and early stage alternative protein companies focusing on the mainland Chinese market.

Up to CNY160m is available in potential follow-on funding from the Lever VC Fund, for a total available investment pool of CNY200m.

Brinc will provide a three-month accelerator programme on a rolling basis at its centre in Guangzhou. 

Manav Gupta, CEO of Brinc, said: “With the right backing and support, alternative meat start-ups can bring forth fundamental and lasting change to our global food system.”

just-food commentary: Plant-based meat must target local tastes to succeed in China

On just-food’s interview pages: “This industry is so nascent” – Dao Foods investor Tao Zhang on taking plant-based meat mainstream in China

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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.

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