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July 22, 2020updated 01 Oct 2021 10:35am

Perfect Day founders help launch animal-free ice-cream firm The Urgent Company

The owners of Perfect Day, the US animal-free dairy start-up, have helped launch an ice-cream business using the fledgling firm's ingredients.

The owners of Perfect Day, the US animal-free dairy start-up, have helped launch an ice-cream business using the fledgling firm’s ingredients.

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The Urgent Company is selling its Brave Robot ice cream, containing an animal-free whey protein from Perfect Day, in retailers in San Francisco’s Bay Area, with plans to launch in the south west of the US next month.

Perfect Day co-founders Ryan Pandya and Perumal Gandhi have set up The Urgent Company with former Glanbia and Aseptic Solutions executive Paul Kollesoff.

Through Perfect Day, Pandya and Gandhi have invested in The Urgent Company, which has raised “a few million” in a “pre seed/seed round” of funding, which is still open, a spokesperson said. “They are continually looking for investments from individuals, companies and funds who share our vision for a better future.”

In a post on Medium, Pandya said: “We helped coordinate a friends-and-family seed round to get the company off the ground. Perfect Day put some money in, but with strict walls around information sharing in the spirit of giving The Urgent Company its own set of wings.

“With a lot of work to do at Perfect Day, Perumal and I knew we’d need to stay focused. We had a business to run – and, now, so did Paul. We were insistent that The Urgent Company be set up as an independent company with its own team, mission, funding, board, and everything else.”

Earlier this month, Perfect Day announced financial backing from the asset manager behind the Canada Pension Plan.

Perfect Day said the investment helped more than double the amount raised in its Series C round.

Canada Pension Plan Investment Board, also known as CPP Investments, led a new tranche of funding in the California-based start-up, which took the amount raised in the Series C from US$140m to $300m.

In July last year, Perfect Day launched on a limited basis an ice cream produced using the principles of cellular agriculture. According to the company, three flavours, available online at US$20 a pint, sold out in under 24 hours.

This May, California-based ice-cream firm Smitten said it would use Perfect Day’s ingredients to create its first vegan and lactose-free 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
Enter your details here to receive your free Report.

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