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August 21, 2019

Lotus Bakeries launches incubator fund and makes first investment

Belgium's Lotus Bakeries has announced an incubator fund initiative and invested in a UK crispbread-making business.

By Andy Coyne

Belgium’s Lotus Bakeries has become the latest food group to launch an incubator investment fund.

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Its FF 2032 fund – the FF standing for fast forward and 2032 marking the company’s centenary – has been established to “create a platform for investment in promising brands and growth companies offering innovative products, technologies or market approaches within the food sector”.

The fund has already made its first investment, acquiring 20% of UK-based sourdough crispbread maker Peter’s Yard in July for an undisclosed sum.

Lotus, which makes Bear and Nakd brand snack bars, said the fund will invest in companies focused on “contemporary consumer demands” in the areas of nutrition and convenience, based in Europe or the US.

It said that while these companies will be expected to grow “under their own steam,” they will receive extra financial and strategic support from Lotus.

“This should always include a minority interest which may ultimately lead to full acquisition, but not necessarily, in the coming years,” it said.

Lotus said it will invest up to EUR30m (US$33.3m) in such minority interests.

“This is intended to create a win-win situation for both the founders of these companies and Lotus Bakeries,” it said.

“While Lotus Bakeries can provide expertise and a financial, strategic and supportive input, these companies will inspire Lotus Bakeries through their entrepreneurship, their technology, their speed and agility, their passion and their innovations.”

Read: Hatching new ideas – Big Food’s incubator and accelerator programmes

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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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