Planted lands multi-million media for equity deal

Since its foundation in 2019, Planted has built up a strong B2C and B2B business in the markets of Benelux, Germany, France, Italy, Austria, Switzerland and the United Kingdom. The brand's products are now available in over 10,000 retail outlets and can be found on the menus of more than 6,500 restaurants. Planted's headquarters, which also includes a glass production plant, are located in Kemptthal, Switzerland, where the B-Corporation-certified company provides the public with a unique transparent insight into its meat production. In addition, Planted will open another production plant in Memmingen, Germany, in 2025. With over 65 employees in the fields of science, technology and product development, the Swiss industry leader is now seeking to expand its position in Germany, Europe's largest export market, through a media-for-equity deal with leading TV media investor SevenVentures.

By using only natural ingredients and avoiding additives in all its products, the brand is setting a completely new standard in the plant-based meat category. With the upcoming campaign, Planted wants to communicate this unique selling point to a broader target group, which SevenVentures, with its access to the German-speaking region, can reach. The advertising spots of the innovation leader in the alternative protein category will be shown on the Group's channels from spring 2025.

SevenVentures invests in B2C business models in a variety of industries. In recent years, however, the investment arm of ProSiebenSat.1 has increasingly been supporting disruptive start-ups in the food & beverage, food technology and sustainability sectors with extensive media volume.

Florian Hirschberger, CEO SevenVentures: "We want to use the reach of our digital and broadcasting portfolio to gain the trust of even more consumers and convince them of the quality and responsible production methods of Planted. The fact that, in addition to Formo, nucao and KoRo, Planted is now another up-and-coming food tech company that will be working closely with us over several years confirms the market's trust in us as brand-building experts who take high-growth consumer brands to the next development stage."

Christoph Jenny, Co-Founder & Member of the Management Board of Planted: "A growing world population, higher life expectancy and rising incomes are key factors in the increase in global meat consumption. However, the meat industry in its current state is far from sustainable. At Planted, we want to change this. We can't wait to finally see our first TV ad on the channels of ProSiebenSat.1 and on Joyn in spring 2025. With TV advertising, Planted will continue to establish itself in the mass market as the trusted, sustainable, healthy and, above all, delicious plant-based meat brand. We are excited to win over more Planted customers through our first TV campaign in partnership with SevenVentures."

(Press release / SK)