Sevenventures is investing in Greenforce with a mid-single-digit million euro investment. Foodtech company benefits from the extensive media reach of the ProSiebenSat.1 Group to further establish plant-based meat and dairy alternatives. Greenforce has already attracted well-known investors such as Baywa, representatives of Biontech, and the former German head of McDonald's, Holger Beeck. The startup's product range is now available at numerous retailers available, including Rewe, Edeka, Kaufland and Hit.
With its recent rebranding and the launch of the "Heiss Geliebt" campaign, Greenforce is pursuing a humorous communications approach. The 360° campaign combines TV, digital, and social media measures with in-store sales strategies. The goal is to increase brand awareness and establish plant-based products as a natural choice.
"Greenforce's new branding and brand positioning perfectly reflect the company's goal of establishing delicious vegan meat substitutes as a matter of course in society – without a preachy tone, but with authentic enthusiasm for plant-based nutrition. Together, we want to ensure that vegan flavors of Leberkäse, Weißwurst, and the like become standard in German refrigerators. We are particularly pleased to invest in another local startup with Greenforce and thus further support the Munich startup ecosystem."
says Christopher Halbig, Management Team Sevenventures.
Also Kathleen Schied, Chief Marketing Officer of Greenforce, highlights the brand strategy:
"We present Greenforce as a brand with wit, fresh storytelling, and thoughtful media planning. Throughout the year, we demonstrate that our brand and our products stand for uncompromising enjoyment and fun. At the same time, we don't always take ourselves too seriously. We transform the prevailing narrative of substitute products into a lifestyle that inspires people to make better choices. Food is passion and enjoyment—even with plant-based products."
With the investment from Sevenventures and strategic brand communication, Greenforce continues its growth path and strengthens its position in the plant-based food market.
