China Food

Liangpin shop launched fitness food substitute brand, Diageo acquired gin brand, and several vegetable meat brands completed a new round of financing | foodplus weekly

this is the 132nd weekly weekly by foodplus

Statement: This article is the original article of foodplus and cannot be reproduced without authorization

Weekly weekly news focuses on the analysis and revision of information to the richness of information. We will collect and review the most noteworthy information of the food consumer goods industry in the past week.

*PS: at the end of the paper, there is a tea related activity recommended

Editor of weekly weekly: Ethan

Big event & wind vane


Author: Hai Feng

Information sources: snack food agency, liangpinpuzi tmall store, three squirrel tmall stores, previous foodplus weekly, food venture capital insight by foodplus

Liangpin shop’s fitness food substitute brand liangpin Feiyang part of the product line, photo source: Snack generation


According to the recent report of snack shop, liangpin shop has launched a sub brand of fitness meal substitute, which is the second sub brand after liangpin shop launched the sub brand of children’s snacks, aiming at the subdivision of people who have the need of fitness and meal substitute.


At present, liangpin Feiyang’s product line has been launched into liangpin store’s tmall flagship store. Currently, there is no separate tmall flagship store for liangpin Feiyang. From the perspective of the strategies of the two brands, liangpin Feiyang and liangpin xiaoshixian are slightly different. Although liangpin xiaoshixian’s children’s snacks products are also sold in liangpinpu’s tmall flagship store, liangpin xiaoshixian has an independent tmall flagship store. At the same time, we can see that we are also investing resources and vigorously promoting it in the liangpin snack Xian tmall store.

Sales comparison of liangpin xiaoshixian products in liangpinpu tmall store and sub brand independent tmall store, photo source: tmall


Through the information of liangpin store tmall store, we can see that the product line of liangpin Feiyang is still relatively extensive, with milkshakes, snacks, baking and convenient fast food products arranged. Among them, the monthly sales of protein milk shake is relatively high, which is also in line with the report of snack agency that protein milk shake is the main product of liangpin Feiyang. At present, the monthly Gmv is about 1 million RMB and 6 bottles of eggs The price of the white milkshake is 129 yuan.


In addition to protein milkshakes, sugar free whole wheat bread also maintained a good sales, with a Gmv of about 1 million RMB, followed by convenient and fast food products, including konjac vermicelli, coarse grain rice, etc., and the number of single products covered by snacks was the largest, including nuts, nut sticks, biscuits, jelly, konjac snacks, etc.


Liangpin shop also said in an interview with a snack agent that liangpin Feiyang currently has three series of “Quzhi”, “shape control” and “light truck”, and has successively introduced 27 new products, including “triple control glycoprotein milk shake”, “low GI biscuit”, “light fruit cereal bar”, “low fat chicken breast”, “low fat dried egg”, “low fat konjac”.


It was also mentioned in the report of snack food agency that liangpin store expected the revenue scale of its children’s snack brand and fitness meal substitute brand, hoping to achieve a revenue scale of 1 billion RMB in the future.


There are four brand segments of lanqingzi food, baby Songzi food and baby food, which have been subdivided into four brands, namely, xiaolingzi food and baby food, respectively.


Previously, we also analyzed the strategy of three squirrels in weekly. At that time, we mentioned that we need to judge from several dimensions: ①, what are the advantages, resources and experiences of three squirrels in the past? ② What are the characteristics of the new industry and the competitive environment; ③ the adaptability and adjustment ability of the three squirrels after entering the new industry. If you are interested in learning more, you can click to see this weekly article.


For liangpin shop and three squirrels, they are different from other major offline channels and snack companies that focus on large single products. Because liangpin store and three squirrels are online brands, and their snack product lines span many brands, the logic of entering the market segment will be different. It is not the category strategy of most snack companies, but the crowd strategy, which is based on the crowd Extend the strategy and products.


As a good product shop and three squirrels, their advantages are online traffic acquisition, consumer demand insight and the support of many supply chains. As long as a certain market segment has enough potential, these advantages can be brought into play. This may be the most potential strategy for the three online snack giants to seek growth, but there is no Baicao flavor in this There’s too much movement on the side.


With the completion of PepsiCo’s acquisition of baicaowei, baicaowei also belongs to an international food and beverage giant. As for whether baicaowei will take the sub brand strategy or cooperate with Pepsi’s resources and advantages to find another path, it is not clear at present. For more information about the possible growth of Baicao flavor after it belongs to PepsiCo, we can also look at our previous analysis.

Big company news

帝亚吉欧收购好莱坞明星Ryan Reynolds投资的金酒品牌,及Davos Brands旗下多个品牌‍

By Ethan

Information sources: Diageo official website, the spirits business, the drink business, Huali Zhi, Diageo financial report, polarorica financial report


aviation American gin, source: Diageo

On August 17, Diageo announced its $610 million acquisition of Davos brands, a golden wine brand invested by Hollywood star Ryan Reynolds. As part of the deal, Diageo also acquired a number of Davos brands’ brands, including astral tequila, Sombra Mezcal and tyku sake. The deal will be paid in two phases, with an initial payment of $335 million, followed by an additional $275 million based on the company’s performance over the next 10 years.

the brand acquired by Diageo in this transaction, photo production: food plus research and analysis team


Aviation American gin is Diageo’s favorite brand in the deal, which was founded in Poland by Christian Krogstad and Ryan magarion in 2006 and acquired by Davos brands in 2016. In 2018, Ryan Reynolds acquired a minority stake in the brand from Davos brands (after this transaction, Ryan Reynolds will still retain some shares in aviation American gin).


Ivan Menezes, Diageo’s chief executive, said: “the acquisition of the portfolio of aviation American gin and Davos brands is in line with our strategy to acquire high growth brands whose profit margins are attractive and help to achieve a premium. We believe that aviation American gin will continue to shape and drive the growth of North American premium gin. We look forward to working with the team of Ryan Reynolds and Davos brands to accelerate future growth. “


It is worth noting that aviation American gin is the first gin brand acquired by Diageo since 2014. In addition to existing brands such as Tanqueray, Gordon’s and Gilby’s, the number of gin brands under aviation American gin has reached 5.


diyagio’s gin brand, information source: company annual report, drawing: foodplus research and analysis team

In recent years, Diageo’s gin business revenue has maintained a good growth, with a compound growth of 9.71% from fy2015 to fy19, exceeding the company’s overall average of 3.54%.

Gold wine business as a proportion of total revenue in 2015 and 2019, image source: Diageo Annual Report

In fiscal year 2015, the financial report data showed that the operating revenue reached 10.813 billion pounds, which can be estimated to be about 324 million pounds (about 2.786 billion yuan);

According to the financial report data of fiscal year 2019, the operating revenue reaches 12.867 billion pounds, which can be estimated that the revenue of gin wine in that year is about 515 million pounds (about 4.429 billion yuan).


In the gin market, Diageo’s main competitor, polyriga, is more active and has successively acquired gin brands in recent years. The most recent transaction took place in March this year, when poly Ricard acquired the Japanese super high-end gin brand ki no Bi (Jimi Mei), so that the number of gin brands it holds has reached 7 (yellow part in the figure below). In order to promote the development of Jinjiu business, polyriga has also established a special business department, gin hub.


ki no Bi gold wine products, photo source: ki no Bi official website

It is worth noting that the “golden wine center” was only a department of Chivas brothers at the beginning. Since January 2019, it has been integrated into “poly plus UK”, which has been upgraded by two levels in the organizational structure and carried out a series of personnel transfers.

Brand of golden wine center, information source: network collection, mapping: foodplus research and analysis team

A 60210 golden wine center organizational structure adjustment and personnel changes, information sources: network collection, mapping: foodplus research and analysis team

Tip: due to the size of the screen, the organization chart is divided into two parts

1. “Jinjiu center” is responsible for the operation of six Jinjiu brands (according to the latest public information, monkey47 may have been integrated into Jinjiu Center);

2. “Golden wine center” will be integrated into the UK in 2019;

3. From the end of 2018 to the beginning of 2019, a series of personnel adjustments have been carried out.

In terms of the sales volume of golden wine top brand (the brand with annual sales volume of more than one million boxes), in 2018, the total sales volume of Gordon’s and Tanqueray of yagio reached 10.5 million cases, surpassing the total sales volume of 4.8 million cases of baorolica beefeater and Seagram’s.

comparison of total sales of Diageo vs. perrolica, top brands of gin, data source: the drink business, mapping: foodplus research and analysis team

In addition, from the perspective of sales growth, Diageo also performed better, and the business gap between the two companies is widening. From 2014 to 2018, Gordon’s compound growth rate was 8.61%, and that of Tanqueray was 9.86%. The compound growth rate of baodeli plus beefeater was only 3.58%, while that of Seagram’s was – 0.75%. In the golden wine business, the operation of the two companies reflects different operation ideas, and Diageo pays more attention to the creation of existing brands. In terms of short-term results, Diageo has achieved better results.


At present, with the rapid growth of gold wine industry in emerging markets, and the scale of the global market continues to expand. The competition between the two liquor giants in the industry is far from over. Just in June, Louise Ryan, general manager of the gold wine center in baoroliga, also said that “we will continue to look for brands that are in line with the consumption trend of major gin markets in the world and supplement the existing product portfolio.”. We believe that Diageo will continue to acquire some gin brands in the future to increase its global market share.

Nestle acquired IMH’s businesses, including four health brands including intestinal management, dietary fiber supplements and sleep supplements

By Ethan

Source: Nestle official website, IMH official website


On August 18, Nestle Health Sciences agreed to acquire IMH (IM Health Science) brands including ibgard, fdgard, fiber choice and remfresh.


Nestle Health Sciences, founded in 2011, is committed to the development of nutrition therapy to promote the reform process of health management, including general consumer health care, medical nutrition and innovative nutrition therapy. IMH was founded in 2013 and is headquartered in Boca Raton, Florida.


IMH products, image source: IMH official website


“IMH products provide a reliable solution to diet management for special digestive problems, as well as an independent solution for regulating sleep,” said Greg Behar, chief executive of Nestle Health Sciences “The company is committed to developing products that address overall health issues by introducing cutting-edge life sciences and world-class research. This is in line with our mission to enhance healthy living through nutrition. “


IMH is the innovator of ibgard and fdgard. The former provides a kind of medical food specially prepared for the diet management of irritable bowel syndrome (IBS), while the latter provides the medical food specially prepared for functional dyspepsia (FD). Fiber choice, acquired by IMH in 2017, is a dietary fiber supplement rich in inulin fiber. Remfresh was founded in 2013 by a former pharmaceutical company executive who is committed to helping consumers improve their sleep. The current product is a sleep supplement containing melatonin (CRA).



BABS signed a new memorandum of understanding with beingmei, which will produce goat infant formula in China

Written by: Ethan

Information source: Foodbev, snack agent, enterprise check


According to Foodbev, recently, BABS Australia Limited and beingmei have signed a memorandum of understanding, which will allow dairy companies to produce BABS goat infant formula in China.


In addition, bubs has an opportunity to acquire ownership of a beingmei infant formula manufacturing plant in the North Sea of China. Beingmei will also support bubs to obtain the brand seat of the State Administration of market supervision, and after obtaining the approval of the State Administration of market supervision for its infant formula, it will be sold by bubs to the company’s joint venture with Bain Meier, namely, beipingshi (Shanghai) Brand Management Co., Ltd.


According to bubs, the joint venture will promote its infant formula and infant food offline channels for faster access to the Chinese market, including the distribution network of 30000 mother and baby stores currently covered by Bain & company.


“As part of the arrangement, Bain will assist in the development of a formula specifically for Chinese infants and supervise the application process for registered formulas,” said Kristy Carr, founder and chief executive officer of bubs

the equity structure of bepps (Shanghai) Brand Management Co., Ltd. source: enterprise check


The cooperation between Bubs and Beingmate started in March 2019, and the two sides signed strategic cooperation and set up a joint venture to take charge of the promotion and sale of Bubs brand products in mainland China. In June 2019, with the help of the joint venture company BABS, it appeared in the 19th CBME China maternity and infant food exhibition and officially landed in the Chinese market.


At present, BABS tmall’s overseas flagship stores have infant goat milk powder (stage 1-3), infant complementary food, infant milk powder (stage 1-3) and other products on sale.

Investment and financing news

Starfield, a vegetable meat brand, completed a round of financing of 10 million yuan on Sunday

By turo

Source: Sunday

Kiki shares at the food plus pre packaged food ecology conference. Photo source: foodplus

In China’s current vegetable meat market, Sunday is an eye-catching start-up company, which “acts frequently” on the consumer side, and is also paid close attention to in the capital market. After the tens of millions of yuan of pre-A round financing in March this year, recently, the side announced the completion of a round of financing of tens of millions of yuan (US dollar financing, converted into RMB scale of 10 million yuan), led by cloud nine capital, old shareholders joy capital, Jingwei China continued to increase the code.


It is understood that this round of financing will mainly be used for product R & D, attracting high-end technical talents at home and abroad, improving the supply chain, brand promotion and team operation, etc. it will establish a 3200 square meter plant meat laboratory in Shenzhen, and further explore the circle and category, enrich the taste and application scenarios of vegetable meat, and deeply tap the FMCG market and market segments.


Plant meat & cell culture meat is a track that foodplus focuses on. We are one of the companies that we continue to focus on. In its pre-A round of financing in March this year, we analyzed this company and China’s artificial meat market in our paid community “food venture capital insight by foodplus”. In August this year, taking advantage of the opportunity to share with Kiki, the founder of Sunday, at our “foodplus – pre packaged food ecological conference”, we also had in-depth exchanges with her, chatting about who is Sunday and what key time points have been experienced along the way. We also talked about the current basic aspects of products, teams, playing methods, supply chain and channels, as well as Chinese plants Views on the meat market.

Imperceptible foods completed $200 million g round financing, with a valuation of $4 billion

Author: orva

Information sources: fooddive, feii food venture capital insight, official website of impossible foods,


Impossible foods completed $200 million round g financing, image source: Official Website of impossible foods

According to the news from fooddive on August 14, impossible foods has completed a $200 million round of g-round financing. This round of financing is led by coatue, a new investor, with Temasek, future assets and xn participating. Impossible foods plans to use this round of financing funds to expand R & D and production scale; support the development of retail business; in addition, it will develop other plant-based products such as pigs, milk, steaks and other related commercialization.


It is worth mentioning that this is the second financing completed by impossible foods this year. At the beginning of March this year, the company has just completed a US $500 million f round of financing, which we analyzed in feii food venture capital insight. Up to the end of this round of financing, the company has completed a total of $1.5 billion in financing since its establishment in 2011. At present, the company’s valuation has reached $4 billion. It is worth noting that both coatue and xn are hedge funds in the U.S. technology field. Does this mean that impossible foods may be ready for public listing?


When people refer to impossible foods, they often compare with beyond meat, another famous vegetable meat company. The advantage of beyond meat is that its commercialization process is the fastest, and the catering and retail channels go hand in hand. When impossible foods focuses on catering channels, beyond meat has been listed on NASDAQ. The advantage of impossible foods is to attach importance to the R & D and development of scientific research technology, and make use of the R & D foundation to make it have the ability of sustainable commercialization.


Last year, 7000 restaurants were set up in the first half of the year. This year, under the influence of the epidemic situation and the channel strategy of catering before retail, the development of retail channels has been accelerated. Since July, imperceptible foods’ vegetal burgers have been on sale in 2100 Wal Mart Supermarkets. In August, it entered publix and Kroger channels successively. On August 26, the latest news showed that imperceptible foods meatcakes with a price of US $6.99 were launched in nearly 2000 grocery stores owned by the Kroger Co., and the products were set with 8-ounce specifications and two pre formed quarter pound (4-oz) specifications, which were displayed in the fresh meat area of Kroger and supported online ordering by consumers. In terms of the results, in September 2019, there were only 150 retail channels for impossible foods, and now it has been sold in nearly 10000 retail terminals across the country.


For the purpose of financing this time, we focus on the potential of impracticable foods to enter the fields of pork, milk and steak, and there are many long-term focused brands in these markets. For example, the manufacturers of vegetable pork are Smithfield and Tyson; the producers of vegetable milk are Danone, silk and oatly. In these markets, as a latecomer, what kind of product strategy and R & D technology will be adopted by impossible foods are our valuable concerns.

Chinese plant based artificial meat brand hey Maet has obtained nearly ten million angel rounds of financing, and the investors are Shuangta food, uphonset capital in Silicon Valley, and Tiantu capital

Author: Hai Feng

Sources: 36Kr, Hey Maet WeChat official account and official publicity materials.


According to 36kr’s recent report, China’s vegetable based artificial meat brand hey Maet has recently completed seed round and angel round financing, with a financing amount of nearly 10 million yuan. The investors are Shuangta food, uphonset capital in Silicon Valley, and Tiantu capital. This round of financing will be mainly used for technology research and development, laboratory construction, channel development and brand promotion.

According to the Hey Maet WeChat official account, the first marketing promotion was co operated with the “Bai Cao” artificial meat dumplings. This year’s products were launched in May. It is also a series of artificial meat collocation products with the same flavor. In 36kr’s report, he Maet’s products include hamburger pie, Chinese and Western sausage, minced pork, beef, beef, chicken, etc.

Shuangta food is both the investor of hey Maet and the manufacturer of its plant-based artificial meat products. Photo source: Official publicity materials of hey Maet

It is worth noting that as the investor of hey Maet, Shuangta food is also the manufacturer of its plant-based artificial meat products. The investment of Shuangta food can also be seen as an attempt to expand its own boundaries, that is, as a raw material supplier, it has set foot in the artificial meat brand.


Through the official account of Hey Maet, we also see that Hey is in this stage at this stage. Maet, as a man-made meat company established in 2020, is similar to many other domestic and foreign strategies, that is, to conduct market education and open the market through joint brand cooperation, so as to shape the brand’s popularity. At the same time, its products are mainly sold through catering channels.


Whether it is beyond meat, impossible foods, or domestic artificial meat companies such as Sunday, it is a TOC company in the brand side, but it is more like a tob company in the channel and sales end. In other words, it is necessary to popularize the consumption of artificial meat in the market and marketing end, so as to shape the brand for the mass consumers, but at the sales end, it is more used as the raw materials of restaurants for sales. Recently, we also had an in-depth interview with Kiki, the founder of Sunday. From this interview, we can learn about the strategy of Sunday as a Chinese artificial meat company.

Daydaydaycook, a gourmet content company, received $20 million in B + round financing

Author: Hai Feng

Information sources: investment circles, daily cooking tmall shop, annual list of foodplus


According to reports from the investment community, the food content company has completed a $20 million round of B + financing every day, with the investor Talis capital and ironfire ventures as the investor. The last financing of riririju was in 2017, when 100 million RMB was completed. The investors were Zheng Zhigang, founder of K11, and Alibaba entrepreneur fund.


After three years of refinancing, we can see that the business of daily cooking has changed a lot. In the past, it mainly focused on food videos. In recent years, it has gradually become an offline cooking experience hall and private brand food. It is precisely because of the private brand food business of Nippon cooking that it enters into the focus of foodplus and is included in the annual list of foodplus in 2019.


The sales channels of its own brand food business include tmall store, self owned app mall and offline channel. Previously, we have seen more in-depth cooperation with Yonghui super species. The product line includes snack, convenience food, frozen food and other product lines. Recently, we have seen that Nikko is in the product line of fali frozen dishes.

Dog food start-up Sundays gets $2.27 million in financing

By Mika

Information source: Official Websites of techcrunch and Sundays

photo source: Sundays website


According to foreign media techcrunch, Sundays, a US pet food start-up, has recently received $2.27 million in financing. Investors in this round of financing include Red Sea ventures, box group, great oaks ventures, Matt Salzberg, Zach Klein and other investment companies. The capital of skill financing will be used to develop new products and expand business scale, so as to bring better products and services for more pet owners and dogs.


Michael Waxman, the founder of Sundays, is a serial entrepreneur with historical entrepreneurship projects including social app grouper, while Tory Waxman, co-founder of Sundays, is his wife and has extensive experience in zoological research and veterinary medicine.


Sundays’ dog food products are dehydrated with unique air drying techniques to retain adequate nutrition and original flavor, according to officials. The raw material formula contains 90% USDA beef, and more than 20 kinds of fruits and vegetables, such as quinoa, pumpkin and kale. The nutrition is complete and balanced. All the ingredients meet the safety standards of FDA and reach the level of human consumption. At present, the company’s products are produced by jerky kitchen of the United States.


Sundays launched its first product on its website in February and now has about 1000 paying customers. At present, the official subscription prices are 59 USD / 40 oz, 89 USD / 72 Oz, 159 USD / 144 oz (about 52 yuan / kg, 44 yuan / kg, 38.9 yuan / kg).

Some interesting new products


Recently, Yili, a dairy giant, has made a new move in the bubble beverage market by launching “Changyi microbubble Jun” and “BOOOOM fried” bubble milk. Each bottle of Changyi microbubble Jun contains 7.5G dietary fiber, low sugar and 0 fat. The price of tmall flagship store is 460ml * 15 bottles / 75 yuan. BOOOOM fried bubble milk has three flavors: mojito (non-alcoholic), mustard mango, peach blossom lemon, 0 sucrose and 0 fat. (source: fbif)


Recently, stok has launched a pumpkin cold extract coffee, which is made of skimmed milk, sucrose and cream. Each bottle (350ml) contains 150 calories, 5g protein and 5g sugar. The sugar in the limited edition is 45% less than that in the regular version. At present, this product is on sale all over the United States, with a 1.4L bottle price of $4.99. (source: Food Business News)


Recently, Canadian wine company artera has launched sugar free wines. There are three SKUs: Pinot Noir, Sauvignon Blanc and crisp ROS é. This product line aims to provide a differentiated choice for consumers who want to enjoy wine and worry about health. (source: Foodbev)

Activity recommendation

The food salon under FTA will focus on food technology of a food research company under FTA.


Xincha drink — Discussion on the innovation of Yiye good tea

Three and a half meals in China have subverted Nestle coffee. Wang Chuang has crushed Quaker Oatmeal and Kellogg’s online. However, there is no subversive brand in China that can make young people consume impulsively. We will mainly discuss several issues

1. What does tea aka tea mean for Chinese young consumers?

2. How to make a brand of tea?

3. Do young people really stop buying tea? How to break the “new trend” of traditional tea?

The event invited senior research director of Ipsos China, Asia Pacific director of artificial intelligence gastrograph, partner of Yuanhe origin, partner of heat wave design innovation and founder of qiriyuanye to discuss these issues.

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