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May 22, 2019

Unilever invests again in Sun Basket

Unilever has been named in a group of investors that have backed a US meal-kit business in its latest funding round.

By Dean Best

Unilever has been named in a group of investors that have backed US meal-kit business Sun Basket in its latest funding round.

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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:  
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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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Sun Basket said yesterday (21 May) it had raised US$30m in Series E funding, a round that included the FMCG giant’s Unilever Ventures division.

Unilever first invested in Sun Basket in 2017, when it led US$9.2m of investment in the San Francisco-based business.

At the time of writing, the Knorr and Magnum maker had not responded to a request for further details on how much it has invested in the latest round, nor on why the company was again backing Sun Basket.

In a statement, Sun Basket said the $30m of funding, which was led by US venture-capital firm PivotNorth Capital, brought the overall amount invested in the business to $125m.

Sun Basket CEO Adam Zbar said the company was “thrilled to have the strong support of our investors, who share our vision for building the leading personalized healthy eating platform”.

He added: “Food is a $1trn market ripe for online disruption, and Sun Basket will continue to innovate, focusing on our customers’ top three needs: health, ease, and personalisation.”

To try to further grow sales, Sun Basket plans to launch more products and look for “strategic partnerships that drive user acquisition and brand awareness”, the company said. Sales numbers were not disclosed.

Tim Connors, the founder of PivotNorth Capital, said: “With the incredibly large and influential millennial population increasingly prioritising healthy meals and snacks, we believe they have the ability to build a category-defining company that has huge growth potential and is profitable.”

Related Companies

Free Report
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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