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February 25, 2022

Paulig backs gluten-free pizza maker For Real! Foods

The Finland-based group participated in the fledgling firm’s seed funding round.

By Dean Best

Paulig, the Finland-based coffee and Tex Mex major, has invested in fledgling gluten-free pizza firm For Real! Foods.

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The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
  • Market drivers and inhibitors
  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
by GlobalData
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Sweden-based For Real! Foods has raised EUR850,000 (US$957,000) in a seed funding round led by PINC, Paulig’s in-house venture-capital arm.

Set up in 2020, For Real! Foods says it sells its pizza at “major” food retail chains in Sweden, as well as through e-commerce grocer Mathem and its own website. The company also has foodservice customers for its frozen pizza, which uses bases made of cabbage.

Daniel and Kristin Nowak, For Real! Foods’ co-founders, said: “With this investment, we can seriously scale up the production and sales and marketing efforts, both in Sweden and in the Nordics, as well as secure the launch of new products.”

Paulig says its PINC venture arm makes early-stage investments “in and around the future of food” to help the group “renew itself and prosper, as well as contribute to a tastier, healthier and more sustainable planet”.

PINC’s investments include Switzerland-based cell-cultivated meat firm Mirai Foods and Finnish start-up Carrot Revolution, which owns Carrot Kitchen, a cooking app for children.

Marika King, the head of PINC, said: “For Real! Foods has succeeded with the art of creating a nutritious alternative to one of the most indulgent meals we have – pizza. In addition, the team has several new products in the pipeline so we are very excited to be part of this journey.”

Other investors who took part in the funding round included Christer Ridderheim – the founder of delicatessen business Ridderheims, which is now owned by Atria – and Hans Johansson, founder of Swedish technology firm Semcon.

Just Food guide: Big Food’s stake in the future – in-house venture-capital funds

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What’s the forecast for the food and grocery industry?

The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
  • Market drivers and inhibitors
  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
by GlobalData
Enter your details here to receive your free Report.

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