Sevenventures is investing in the mid-to-high single-digit millions in Greenforce. The foodtech company benefits from the extensive media reach of the ProSiebenSat.1 Group to further establish plant-based meat and dairy alternatives. Previously, Greenforce was able to attract renowned investors such as BayWa, representatives from BioNTech, and Holger Beeck, former Germany head of McDonald’s. The startup’s product range is now available at numerous retailers, including Rewe, Edeka, Kaufland, and Hit.
With its recent rebranding and the launch of the “Heiß Geliebt” campaign, Greenforce is pursuing a humorous communication approach. The 360° campaign combines TV, digital, and social media measures with retail 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 alternatives 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 the vegan version of Leberkäse, Weißwurst, and Co. becomes standard in German refrigerators. We’re particularly pleased to invest in another local startup and continue to support the Munich startup ecosystem,”
says Christopher Halbig, Management Team at Sevenventures.
Also, Kathleen Schied, Chief Marketing Officer of Greenforce, emphasizes 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 a substitute product into a lifestyle that inspires people to make the better choice. Eating is passion and pleasure—even with plant-based products.”
With the investment from Sevenventures and strategic brand communication, Greenforce is continuing its growth trajectory and strengthening its position in the plant-based food market.
