China Food

Coca Cola restructured its business structure, Nestle sold China’s water business, and domestic dairy companies reported their semi annual results, and nine companies obtained financing | foodplus weekly |

This is the 133 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.

Editor of weekly weekly: orva

Big event & wind vane


Author: Hai Feng

Information sources: official announcement of Coca Cola, annual report of Coca Cola, food venture capital insight by foodplus

Coca Cola announced the reorganization of its business organization. Photo source: Coca Cola announcement


Coca Cola announced at the end of August that it would restructure its business organizational structure. In order to achieve sustained growth after the restructuring, Coca Cola will lay off employees. The first area to be laid off is North America. Then, with the advancement of the restructuring plan, it will also lay off employees in other regions of the world.


The announcement also announced that in order to cope with digital changes and improve operational efficiency, Coca Cola will set up a platform service department to provide services to regional operation departments, functional departments and five product categories. Specifically related to consumer management, consumer analysis, social network digitization, e-commerce and so on.


In terms of specific business organization structure adjustment, 17 business departments in 4 regions will be adjusted to 9 operation departments, while global ventures and bottling investments are still two independent operation departments.

Coca Cola’s four regional markets of each operating department and the corresponding sales situation, photo source: foodplus


Before the adjustment, Coca Cola divided the market regions into four: North America, which has two operating departments, namely, the United States and Canada; Latin America, which has four operating departments, namely, Mexico, Brazil, South Latin America and Latin America; Europe, the Middle East and Africa, with a total of six operating departments Western Europe, central and Eastern Europe, the Middle East and North Africa, South Africa and East Africa, Turkey & Caucasus and Central Asia and West Africa; Asia Pacific region, a total of five operating departments, namely Greater China region and South Korea, ASEAN, India and South West Asia, Japan and the South Pacific.


The announcement did not mention how Coca Cola would streamline and integrate, but rather hoped to simplify the organization and closely connect the various operating departments. Business heads of various regions would report directly to Brian Smith, President and chief operating officer of Coca Cola.


The announcement also mentioned that innovation, marketing efficiency and effectiveness are the top priorities of Coca Cola. Therefore, the asset portfolio of its brands is divided into five categories, namely Coca Cola, flavored bubble drinks, water & sports drinks, coffee and tea, nutritional drinks & fruit juice, milk and plant drinks, and emerging categories of beverages. In the new organizational structure of Coca Cola, global leaders will be set up for these five categories, with the goal of establishing excellent brand portfolio. The global leaders of the five categories will report to Manolo Arroyo, chief marketing officer of Coca Cola.


According to the retail sales of products in the market, Coca Cola is the largest beverage company in the world. It relies on its excellent brand combination, global bottling network, strong marketing ability, brand building ability and innovation ability. Among them, the bottlers undertake the production and distribution functions of products.


From the adjustment of Coca Cola’s business organization structure, on the other hand, it is one of the core advantages of Coca Cola, that is, the organizational ability. The strength of the organizational ability finally presents to the business performance. Coca Cola’s veb department is an embodiment of organizational innovation, of course, organizational innovation is only a reflection of veb department.


Previously, we have specially analyzed the development history of Coca Cola’s veb sector and its strategic significance for Coca Cola

It’s hard to imagine that Coca Cola’s veb department, which is responsible for investment and emerging brands, has been developing for more than ten years. In the past decade or so, veb Department has undertaken the exploration of innovation and growth of the whole company in addition to its main business. It not only reserves Coca Cola through investment, M & A and incubation, but also has the potential to become a billion dollar scale These experiences are also brought to the global market, especially for the brands acquired in other global markets. After the M & A, how to endow the brand with new activities, more perfect and complete product structure, and large-scale growth of revenue can be shared.


We can see the push before our official account, but we did not publish the full text. If you want to see the full text of this article, you can focus on the FoodPlus official account and reply to Coca-Cola in the background.

Nestle sold the water business in China to Qingdao beer group, and authorized Nestle Youhuo brand to Qingdao beer group to continue to produce and sell relevant drinking water products

Author: Hai Feng

Information sources: Nestle China official website, snack generation,

Nestle and Qingdao beer group reach strategic cooperation, photo source: Nestle China official website


Nestle China Nestle official website announced in late August, announced that it had strategic cooperation with Tsingtao Brewery group in mainland China. The core of strategic cooperation is Tsingtao Brewery group’s purchase of water business in Nestle China mainland. Specific transactions include Nestle’s local brand “Dashan”, “Yunnan mountain spring” and nestle in three water business factories in Kunming, Shanghai and Tianjin. All shares of Nestle in Shanghai Nestle drinking water Co., Ltd., Tianjin Nestle natural mineral water Co., Ltd. and Yunnan Dashan Beverage Co., Ltd. will be transferred to Qingdao beer group.


The strategic cooperation agreement also includes that the brand of Nestle Youhuo drinking water will be authorized to Qingdao beer group, which owns the production and sales rights of Nestle Youhuo in China.


Nestle acquired Xu Fuji, Yinlu and Yunnan Dashan respectively in order to develop its snack business, beverage business and drinking water business in China about 10 years ago. Previously, it was reported that nestle might sell. According to Nestle’s official news, up to now, Yunnan Dashan has been sold, and Yinlu is looking for a buyer. Xu Fuji denies that it will News of sale.


From the above news, it is difficult to say that Nestle’s acquisition in the Chinese market is successful, and it is the mature brands introduced from abroad and the world-class brands acquired by Nestle that have made outstanding achievements in the Chinese market. In this context, it is not particularly clear whether Nestle will conduct M & A in the Chinese market.


Judging from the sales of water business in China, although Nestle has given up in the middle and low-end drinking water market, Nestle’s high-end water business in China will be the focus in the future, including Paris water and Saint Pellew, which have entered the Chinese market for many years, and Puna, which introduced into the Chinese market last year.


We have analyzed China’s high-end drinking water market before. This is a place that major drinking water giants have to contend for. In addition to international drinking water giants like Danone and Nestle, there are also local companies in the market, including Baisui mountain and Kunlun Mountain, and Huabin group’s acquisition of Voss high-end water. There are two reasons why we value this market. Compared with the medium and low-end drinking water, the growth rate of high-end drinking water is considerable. On the other hand, high-end water has higher gross profit space and has the opportunity to realize good profits.


There is another aspect of Nestle’s transaction with Qingdao beer group that deserves attention. From the industrial and commercial information inquiry, Qingdao Beer Group has two major nuclear businesses, one is listed company Qingdao beer, the other is real estate related business. As for the acquisition of Nestle’s water business in China, huwen’s report said that this was the second track of Qingdao beer group. It was also mentioned in the report that after the transaction, Nestle’s original Chinese water business team would continue to be retained.


Although Tsingtao Brewery Group expresses itself by developing the second track, Qingdao beer, as a listed company, has been looking for market opportunities outside its main business beer, including launching Prince soda brand. However, from the current market performance, it is not very good. Last year, industrial and commercial changes were carried out to expand the scope of business, adding whisky, distilled liquor and other categories.


Therefore, it is not ruled out that the trading window period is here. As a listed company, it is difficult for Qingdao beer to complete the transaction in a short time. Therefore, it is necessary to purchase assets through the parent company, and then integrate it into the listed company.


However, whether it is Tsingtao Brewery Group or listed company Tsingtao beer, there are some challenges in order to stand out in the fierce competition in China’s drinking water market.

Yuanyi forest launched micro bubble juice, juice content as high as 99.8%, trying to enter the juice market in a new way

Author: Hai Feng

Source: Yuan Yang forest WeChat official account, Yuan forest Tmall store, and FoodPlus Weekly in the past.

The brand new full of micro bubble fruit juice drinks is full score. Yuan yuan, WeChat official account.


Recently, we learned from the official account of Yuan Yu forest WeChat that a new product has been launched on the Internet. It is called the micro bubble juice with full score. The juice content is 99.8%. The flavor of the present fruit is grapefruit, the specifications of 380ml are already on line. The price of the 12 bottles of Tmall flagship store is 129.9 yuan, with an average of 10.825 yuan per bottle. Now the monthly sales of this product have reached 3436. From the perspective of production information, it is Yuanhe forest self built factory in production.


From the name of full score, it should become another product line besides bubble water and burning tea under the main brand of Yuanyi forest. From the current publicity copy, this product mainly focuses on compound nutrition, and air content is a significant feature. How to realize these characteristics can be seen in the ingredient list of full score new products. Although Yuanyi forest publicized this new product named “full score” in tmall store as 100% juice, it is not really pure juice in the sense that other ingredients are added to the juice, so the juice content can not reach 100%.

Full Score ingredients table and nutrition table, photo source: Yuanyi forest tmall store

(at present, the ingredients information in its tmall store has been deleted)


Although there are some flaws, the new product of Yuanyi forest has something worth exploring deeply, that is, the playing method of 100% juice market can be different in the new era. In fact, the juice beverage market in China has been on a downward trend. NFC juice, which was once given high hopes, is still not separated from the label of the minority. However, the 100% growth rate of FC has always been good. Although the proportion of FC in the overall juice beverage market is not high, it also has a scale of billions every year.


Room temperature, microbubble and compound nutrient elements are the ways that Yuanxi forest finds. Although the content of fruit juice is less than 100%, it is very close to 100% juice. Room temperature is a kind of foundation, and it can be expanded in sales channels without cold chain. Microbubbles cater to the current trend of bubble water, and compound nutrient elements are the core. In the moment of paying attention to nutrition and health, we can To meet the needs of consumption.


In fact, it is divorced from the original consumption habits and concepts of fruit juice and the quality of fruit juice itself. More importantly, juice is used as the basis to add more value. The experience of bubbles is a kind of value, and multiple nutrients are also a kind of value. In this way, the product is upgraded to a higher level than the juice.


Yuanhe forest was once exploded in July and will complete a new round of financing with a valuation of $2 billion. At that time, we analyzed Yuanhe forest. Many factors have made Yuanhe forest achieve its present performance. By combining the previous product series and the current product series, we can see that Yuanhe forest has a very core competitive advantage, namely, market insight, consumption insight and consumption insight Comprehensive ability of product development and product realization.


In the long run, the snowball of Yuanhe forest has actually rolled up. In the short and medium term, the sustained development and growth is a very clear situation.

Big company news

蒙牛宣布终止收购澳洲第二大乳企Lion Dairy & Drinks

By Sean

Source: xiaoshidai, Mengniu’s official website, previous foodplus · weekly

Mengniu announced termination of its acquisition of lion dairy & drinks, Australia’s second largest dairy company


In a weekly issue in December 2019 (you can click here to view the report at that time), we analyzed Mengniu’s announcement of its US $407 million acquisition of Australian Dairy & drinks company Lion dairy & drinks (LDD), which was established in 1840 and is second only to Murray Goulburn) is the second largest dairy company, accounting for 19% of Australia’s milk market share. In addition to milk, yogurt and other dairy product lines, its business scope also includes juice, beverage, sand ice, cooking and plant-based products.


According to the agreement at that time, LLD will become an indirect wholly-owned subsidiary of Mengniu, and the trading partners include all milk, yogurt, juice and other brands and assets of LLD. Mengniu will also acquire ownership of lion’s international business in the beverage sector and shares in joint ventures with Vitasoy Australian products and Capitol chiled foods Australia. Lion’s alcohol business in Australia and New Zealand and its global lion little world beverages will not be affected by the deal.


Recently, Mengniu announced that it had terminated the purchase and sale agreement of LDD shares on August 24. The decision has now come into force. The announcement said that the transaction was terminated because “one of the conditions could not be reached on the expiry date of the conditions precedent”.


It is worth noting that LDD was acquired by Japanese beverage giant Kirin Co., Ltd. in 2007 for 294 billion yen (equivalent to about 19.02 billion yuan). So the previous acquisition of Mengniu also directly bought LDD from Qilin.


In response to the termination of the transaction, Kirin also issued a relevant statement, pointing out that on February 21, 2020, the Australian Competition and Consumer Commission has confirmed that the transaction will not be rejected. Mengniu has been waiting for the review results of the Australian Foreign Investment Review Board (FIRB), but has not yet obtained FIRB’s approval, and “it is expected that it will not be approved by FIRB in the future” 。


From the disclosure of information, the termination of this acquisition is caused by non-commercial reasons.


In the current environment, this event also sends a signal: for the participants of cross-border M & A transactions, more and more complex factors need to be considered.


By Ethan

Information sources: xiaoshidai, Kaiyuan securities, Western securities, China economic network

Weishida soy sauce products, photo source: Internet

On August 28, kraft Heinz announced in an online conference that its total investment was about 700 million yuan, and the Yangxi soy sauce production base in Yangjiang, Guangdong Province, was officially put into operation. It mainly produces weijixian series soy sauce, a star product of Weishida brand, including 380ml, 760ML and 1.6L specifications. The products are mainly sold to South China and central China markets, with an estimated production capacity of 200000 tons of finished soy sauce per year. The project is one of the largest single investment projects in the world by Kraft Heinz in recent years. The last capacity expansion of Weishida can be traced back to 2016. After the completion of the second phase project of Shanghai soy sauce factory, the annual production capacity of Shanghai soy sauce reached about 112000 tons.


According to the report of snack food agency, Weishida sees the trend of high-end sauce. “Chinese consumers are willing to pay more for high-quality sauces and condiments. At the same time, they pay more attention to healthy eating and want to eat better, such as reducing salt, pursuing the origin of ingredients and so on,” said Rodrigo Wickbold, chairman of kraft Heinz Asia and managing director of China Therefore, in addition to expanding production capacity, the factory will also expand more sauces and condiments in the future. It is expected that more soy sauce related new products will be launched in Chinese seasoning next year.

Scale and growth rate of Chinese soy sauce industry from 2014 to 2019


According to the data of relevant research institutions, the scale of domestic soy sauce industry is about 80 billion yuan, with a growth rate of about 8%. As of November 2019, the top four companies with market share are Haitian, Zhongju hi tech (its soy sauce brands include “Meiweixian” and “Chubang”), Li Jinji, and kraft Heinz (its soy sauce brands include “weijixian” and “chunweixian”), accounting for 7.5%, 5.4%, 3.2% and 2.7% respectively. Rodrigo Wickbold said that Weishida’s goal is to achieve double-digit growth (about 15% – 19%).


According to our public information, the overall competition pattern of soy sauce industry is in the state of “one super and many strong”. Among them, the soy sauce production capacity of Haitian flavor industry has reached 2.52 million tons, which is expected to reach 3.42 million tons in 2023; the soy sauce production capacity of Zhongju hi tech is about 560000 tons; and the soy sauce production capacity of Li Jinji is about 500000 tons. In the future, how to expand Weishida from South China and East China to other brand advantage regions is worthy of our attention.

Report card of large companies


By: orva

Information source: Yili, Mengniu, Guangming and new dairy in 2020

National dairy enterprises release performance report for the first half of 2020, photo source: foodplus research and analysis team


Recently, the semi annual reports of Listed Companies in 2020 have been released one after another. In this period, we interpret the performance reports of Yili, Mengniu, Guangming and new hope dairy. Generally speaking, dairy enterprises were affected by the epidemic situation in the first quarter, and their performance showed different degrees of decline. At the same time, some companies strengthened investment in research and development to launch new products, and some companies increased investment in the construction of production bases. In the second quarter, due to the improvement of the epidemic situation, the macro market environment was better, and the new product listing frequency was accelerated, and the performance of each company showed different degrees of pull-up.

First of all, in terms of profitability, Yili’s revenue and profit have risen, Mengniu’s revenue and profit have dropped, and Guangming and xindairy have performed well and are catching up. As of June 30, 2020, the performance of the four major dairy enterprises is as follows:

2019h1-2020h1 key indicators of profitability data, data source: flush

Yili (600887) achieved a revenue of 47.528 billion yuan and a net profit of 3.735 billion yuan to its parent company, up 5.45% and 7.30% respectively over the same period of last year; the gross profit rate and net profit rate were 38.17% and 7.94% respectively. The revenue, net profit and profit margin have increased simultaneously, which shows Yili’s superior anti risk ability as a leading domestic dairy enterprise.

Mengniu (2319) achieved a revenue of 37.533 billion yuan and a net profit of 1.212 billion yuan, down 5.83% and 41.65% respectively compared with the same period of last year; the gross profit rate and net profit rate were 39.04% and 3.23% respectively. In the first half of the year, Mengniu disposed of JUNLEBAO and acquired Bellamy. After excluding the disposal profit and loss, the revenue increased by 9.40% over the same period of last year, and the net profit decreased by 42.1%.

Guangming (600597) achieved a revenue of 12.146 billion yuan and a net profit of 308 million yuan to its parent company, which increased by 9.52% and-16.08% respectively over the same period of last year; the gross profit rate and net profit rate were 30.80% and 4.00% respectively, and the profitability decreased compared with the same period of last year.

New dairy (002946) achieved revenue of 2.556 billion yuan and net profit of 76.67 million yuan, down 5.28% and 25.96% respectively compared with the same period of last year; the gross profit rate and net profit rate were 33.70% and 3.14% respectively, with the exception of revenue, the profitability decreased to varying degrees.

Secondly, in terms of R & D investment, from the second half of 2019 to the first half of 2020, Yili’s R & D investment was stable, and the R & D investment of Guangming and xindairy increased continuously. Mengniu has not yet found the relevant data. At present, R & D capability has become the driving force of sustainable profitability of consumer goods companies. Relying on the output of R & D capability, R & D and listing of new products have become an important channel for brand and consumer communication. During the performance report period of the first half of 2020, the proportion of R & D expenses and R & D expenses in revenue of each company is as follows:

Proportion of R & D investment and revenue of dairy enterprises from 2019h1 to 2020h1, data source: tonghuashun


15.3% of Yili’s sales revenue in the first half of the year came from new products, including “anmusi” cheese bobao normal temperature yogurt, “Jindian” low temperature milk, “Changqing” fiber yoghurt, “QQ star” children’s growth formula milk powder, “Yiran” milk mineral bubble water, “vegetable selection” sugar free soybean milk, “Miaozhi” pocket cheese adult cheese stick, etc;


Mengniu and Arla foods jointly set up the China Denmark dairy technology center to cooperate in the research and development of “Eishi dawn”. According to the report, Mengniu focuses on the research and development of functional dairy products. Organic, low-fat and sugar reducing are the main research and development directions of Mengniu in the future;

In March, Guangming launched new white rabbit ice cream in Shanghai and Wuhan, and opened offline stores in June to launch new products such as big white rabbit cup ice cream and Uber fresh milk ice cream

In terms of R & D, the new dairy industry enhanced its R & D capability through independent R & D and external cooperation. On the one hand, it built its own R & D Center for independent development of related products; on the other hand, it cooperated with Royal Academy of Agricultural Sciences of New Zealand, Chinese Academy of Sciences and Sichuan The University, Lawrence Stein University of Applied Science and technology in the Netherlands, Chalmers University of technology in Sweden, Jiangnan University and other scientific research institutes and universities have established joint laboratories for joint development, and established a scientific research and innovation center in Boston.


Third, in terms of daily business operation, as of June 2020, the net cash flow from operating activities of all dairy enterprises was positive, with the largest increase in Guangming, which was 36.61% higher than that in the same period of last year. Mengniu and xindairy decreased by 22.35% and 17.59% respectively, while Yili decreased by 1.14%. According to the information of Yili’s semi annual report, the retail sales of domestic normal temperature, low temperature liquid milk and milk powder segments decreased by 5.1%, 7.8% and 4.9% respectively compared with the same period of last year. The market penetration rate of Yili Normal temperature liquid milk products was 84.2%, and the comprehensive annual production capacity was nearly 13.12 million tons. In addition, it is worth mentioning that the e-commerce income of Yili and new dairy increased significantly. According to the report, Yili’s e-commerce business income increased by 49%, while the new dairy industry’s e-commerce channel revenue increased by more than 300% year-on-year through deep cultivation of public and private e-commerce.

Changes in net cash flow from operating activities of dairy enterprises from 2019h1 to 2020h1


Fourth, from the perspective of construction in progress, Yili and new dairy increased investment in productive fixed assets. Among them, Yili’s projects under construction include nearly 800 projects, including liquid milk project, milk powder project, cold drink project, yogurt project and other projects, with a total amount of 18.436 billion yuan. In the first half of this year, the new dairy industry increased the investment of 47.96 million yuan, mainly including the construction of Ningxia Haiyuan dairy farm, Qingdao qinpai phase II factory construction and Hebei Tianxiang canning production Line upgrading.

Project classification, amount and progress of Yili construction in the first half of 2020

Description of construction in progress of new dairy industry in the first half of 2020, photo source: performance report of new dairy industry in the first half of 2020


As the first echelon of the domestic dairy industry, the four dairy enterprises achieved remarkable results in the first half of the year. During the epidemic period, they took measures such as increasing research and development and consolidating the foundation. In the post epidemic stage, they relied on new products to activate the market and improve their performance. Yili in the anti risk, stable profits, new product performance and other aspects, all show the leading style of big country dairy enterprises.

Investment and financing news

Frozen yogurt bar “Clio snacks” completed financing of $8 million in round C

By San

Information sources: 36 krypton, Clio snakes official website, CB insight, fooddive

“Clio snacks” completed round C financing of US $8 million, photo source: 36 krypton


According to foreign media fooddive, the brand of refrigerated yoghurt stick “Clio snacks” has recently received $8 million in round C financing. This round of financing is led by Alliance consumer growth (ACG) and participated by AF ventures (formerly accel foods). Previously, Clio snacks has obtained two rounds of financing, and ACG, the leading investment institution in this round, is an old shareholder of the company. AF ventures, a well-known early investment fund in the United States, initially focused on the incubation of food and consumer goods enterprises. With the development of the fund and the growth of fund-raising scale, AF ventures has gradually expanded the investment round from seed round to round a to round C. in the past, AF ventures has incubated and invested more than 100 new food consumer goods enterprises, including exo, koia, kidfresh, etc.

Clio’s past investment and financing information, source: CB insight

Clio snacks was founded in 2015. According to foreign media reports, Clio is the first enterprise to launch refrigerated Greek yoghurt sticks. Clio’s products are made of full fat Greek yoghurt, which is rich in probiotics and wrapped in dark chocolate. Thus, the nutrition and health properties of protein bars are organically combined with the benefits of probiotics in yoghurt. In addition, single Clio snacks also contains more than 8g protein and 170 calories. At present, it contains seven flavors including strawberry, vanilla and blueberry. On the official website of Clio snacks, the price of a single box (10 pieces) is $18. Consumers can buy it directly or through offline channels such as whole foods, target, wegmans, Walmart and Costco.

Clio’s product feature map, image source: Clio official website

In recent years, bar snacks have a good growth trend in foreign countries, and giants in the field of food consumer goods are also concerned about the layout of the market. For example, Carlos bought rxbar at a price of $600 million in 2017, and Mars invested in kind, a star company of bar snacks. However, Clio snacks focuses on cold storage through differentiation, and innovatively integrates chocolate and yoghurt together, gaining consumers’ favor and investors’ attention at the same time. According to 36 krypton, sales of Clio snacks have increased by 100% this year.

Although the refrigerated product form helps Clio to be separated from similar products, it also limits the consumption scenarios of the product to some extent. For example, Clio may not be the best choice when going out or traveling. In addition, we can observe that kind has also launched a new frozen nut butter stick, and nuttzo, OHI and other brands have also started to launch refrigerated stick products.

Even so, the refrigerated bar products that combine chocolate and yogurt still constitute the important competitiveness and differences of Clio. For start-ups, creating differentiated products based on innovation is still one of the important ways to stand out from the market and win consumers.

Miss berry, a brand of low alcohol drinks for women, has completed a round of financing of tens of millions of yuan

By Mika

Information source: Jingwei venture capital, missberry tmall flagship store

Image source: Miss berry tmall flagship store

On August 28, “missberry berry sweetheart” announced that it had obtained tens of millions of Yuan round a financing exclusively invested by Jingwei China.

Missberry berry sweetheart is an original women’s low alcohol drink brand launched in December 2019. Its main products are 0 sugar and 0 card without adding, focusing on young female consumers. At present, missberry has launched two kinds of fruit wine, bottled fruit wine and canned bubble fruit wine, including Peach Oolong, rose grape, peach passion fruit and other flavors. All products are made of pure fruit, and the product packaging design is also in line with the aesthetic taste of young women. Among them, bubble fruit wine is the first product to be launched in cooperation with tmall recently. Instead of the traditional technology of extracting CO2 from the traditional bubble fruit wine, Miss berry adopts low-temperature fermentation of fresh fruit juice. During the fermentation process, a large number of natural bubbles are generated, making the taste more dense.


The founder, Tang Huimin, once served as the director of e-commerce in Laifen and the digital Retail Director of Ruiao cocktail. In April 2020, he was granted Angel round financing by leading investment of Shangcheng investment, new Shixiang and Xiangpiao director Jiang Xiaoying. It has been ranked the first in the category of tmall fruit wine for three consecutive months, and won the awards of annual new brand of tmall and super emerging brand of tmall.

According to the official introduction, missberry’s core marketing teams are all from the emerging new fast consumer brand companies in the past few years, with integrated marketing experience from 0 to 1. He has rich experience from user participation in product creation, social media grass planting, live broadcast with goods, platform linkage weeding, and even deep user private domain precipitation.

The launch of missberry has fully covered online mainstream sales channels, including tmall flagship store, tmall supermarket, Jingdong, vipshop, pinduoduo and other online mainstream sales channels. In addition, other vertical social e-commerce channels have also settled in. In terms of offline channels, missberry has already settled in HEMA, convenience stores, chain catering and other channels are all in the process of settling in, which reflects the Miss berry group to a certain extent The terminal distribution capacity of the team.

Lotus bakeries invests in corn snack brand “love brands”

By Mika

Source: Foodbev

Photo source: Foodbev


According to foreign media reports, the US corn snack brand “love brands” has recently completed a round of financing. The investor is ff2032, a venture capital fund owned by Lotus bakeries, a Belgian food manufacturer. The fund will be used for product marketing and personnel expansion to accelerate the company’s growth in the United States and the UK.


Love brands was founded in 2017 with sales of about $5 million last year. In February 2020, it was selected by PepsiCo’s incubator greenhouse into the North American incubation program and became one of the 10 incubation members. Love brands mainly sells its love corn snacks, which are gluten free and non genetically modified. They are suitable for vegetarians. There are four flavors, including smoked barbecue, chili, sea salt and ginger. The single flavor contains 10 packets, which are sold for $19.99 (chili flavor costs $15.99); and the comprehensive flavor includes (3 * 8) 24 packets, which are sold at $24.99.

Ff2032 is a fund established by Lotus bakeries in 2019 to invest in food and beverage companies that provide innovative products, technologies or market methods. The fund focuses on investment opportunities in the field of healthy snacks. The investment in love brands is its second investment. The first investment of the fund is to purchase 20% equity of Peter’s yard, a British biscuit manufacturer.

Us plant based brand “Kos” completed financing of US $2.1 million

By turo

Source: Foodbev

Some products of “Kos”, photo source: Kos official website

According to Foodbev, Kos, a US plant-based brand, recently announced the completion of a $2.1 million round of financing to accelerate the development of plant-based proteins and functional products, including product research and development, marketing and entry into new markets. Springdale ventures is the lead investor in this round of financing, and Walter Robb, former CEO of whole foods, is also involved in this round of investment.

“Kos” functional solid beverage products (part), photo source: Kos official website

Kos was founded in 2018 and currently has four product lines: plant protein powder, fruit and vegetable solid drinks, functional solid drinks and health products. From the product line, we can see that Kos wants to build a plant-based platform with multiple product forms. In the 12 months from July 2019 to July 2020, Kos’s sales increased by 271%, and it has entered 5400 channel outlets. Currently, Kos products can be purchased by major retailers in the United States.

Natural flavor water brand “hint” won $25 million D round investment

By Mika

Information sources: Foodbev, hint website, chief executive, food bussiness news

Photo source: Foodbev

Recently, according to foreign media reports, the U.S. natural flavor water brand “hint” has completed a $25 million round of financing. This round of financing is led by springboard growth capital (SGC), a growing company that has long focused on investing in the consumer sector founded by female entrepreneurs. Other investors include Philippe LAFONT, gingerbread capital and Medina heights capital partners, which hint plans to use to drive the continued growth of online channels and online retail.

Founded in 2005 by founder Kara Goldin, hunt specializes in natural, sugar free and flavored aquatic products and advocates a healthy lifestyle. At present, hint has 4 product lines, including non bubble flavored water, bubble flavored water, caffeine energy water and flavored water specially designed for children, with 31 SKUs. Among them, non bubble flavor water has 18 kinds of rich flavors, including pineapple, peach, cherry and so on. Since 17 years ago, hint has further enriched its product matrix and expanded its new products including deodorants, sunscreen, masks and other food and beverage products.

Since 2015, hint’s total revenue has reached US $150 million. In the past year, hint’s revenue has grown rapidly, with an annual revenue growth of 80%. At present, it has covered more than 30000 offline retail terminals in the United States, including target, Costco, Walmart and Aldi.

Lemonade brand “lemon perfect” received $6.6 million in financing

By San

Source: Lemon perfect website, Foodbev

“Lemon perfect” received $6.6 million in financing, image source: Foodbev


According to foreign media Foodbev, lemon perfect, a brand of cold pressed lemonade in the United States, has received $6.6 million in financing. In addition to beechwood capital, goat Rodeo capital, R3 venture partners and other venture capital funds, this round of financing also includes NBA star Channing Frye and Nick, ESPN’s Jordan Schultz and other star investors. For the new round of financing, lemon perfect plans to accelerate the growth rate of distribution business, expand the market size, and recruit more talents, so as to bring better products and services to consumers.

Lemon perfect was founded in California in 2017. Its founder, Yanni Hufnagel, has worked as a basketball coach in several universities, including Nevada, Harvard and Berkeley, California. Lemon perfect’s main product is cold pressed lemonade, which has health labels such as Zero sugar, low calorie (5 calories), and is rich in hydrated electrolytes and essential antioxidants. Based on the above characteristics, lemon perfect aims to target users on sports and fitness enthusiasts at this stage. Lemon perfect aims to become one of the choices for them to supplement water and nutrition after exercise.

In terms of sales channels, lemon perfect products can be purchased from the official website and online channels such as Amazon. Com, and the price is $23.88/12 bottles. In addition, lemon perfect has established partnerships with offline retailers such as 7-Eleven, CVs, publix, ralphs, target and whole foods market. In addition, in June this year, the company also reached a distribution agreement with big geyser, a well-known distributor of non-alcoholic beverages and snacks in the United States.

Product feature map of lemon, image source: Lemon official website

According to Foodbev, sales of lemon perfect products increased by 809% between February 2020 and July 2020.

Canadian coffee brand “dispatch coffee” completes million level seed round financing

By San

Source: dispatch coffee official website, Foodbev

“Dispatch coffee” completes million level seed round financing, photo source: Foodbev

Recently, Canadian coffee brand dispatch coffee has raised C $1.26 million (US $985000) in seed round financing to develop its coffee subscription service nationwide. Investors in this round of financing include anges Quebec, 0mc, and several individual investors.

Founder Chrissy durcak, who has been a professional barista for more than a decade, founded dispatch in Montreal, Canada, in 2012, when she launched the ice coffee express service, driving espresso trucks in the town for distribution. In 2014, dispatch opened its first cafe in Mile ex, and has since opened branches on McGill campus and St Laurent.

Store information map of dispatch coffee, image source: Official Website of dispatch coffee

In February 2019, dispatch launched the business of selling coffee on the Internet, and simultaneously started external financing, but the development has not been ideal. By the beginning of 2020, the company has only 300 subscribers. However, due to the impact of the epidemic, offline consumption has been blocked, which has stimulated the development of dispatch online business. According to the information provided by founder Chrissy durcak, the company’s online sales more than tripled in March and increased by 65% in April. So far, in only may, dispatch has achieved its online sales target for 2020. Meanwhile, the number of subscribers to dispatch has increased to 2000 +. In this context, dispatch received seed investment led by anges Quebec.

At present, 70% of the subscribers of dispatch are located in Quebec. In the future, dispatch will be committed to expanding its online business and expanding its service coverage in Canada to meet the current consumer market environment and user needs.

Sovos brands, a consumer food brand holding platform, acquired the pancake brand “Birch benders”

By turo

Source: foodnavigator

Birch benders products (part), photo source: birch benders official website

According to foodnavigator, sovos brands, a US consumer goods brand holding platform, recently acquired birch benders, a health pancake brand.

Previously, sovos brands has acquired three food brands: yogurt brand Noosa, Rao’s (sauce, soup, pasta, etc.) and frozen food brand Michael Angelo’s. After the acquisition of birch benders, the annual sales of sovos brands will reach more than US $750 million.

In the United States, the mode of brand holding platform for food consumer goods has been relatively mature — through the acquisition of low middle brands in the middle and low markets Market, generally refers to the company with annual revenue between 5 million and 50 million U.S. dollars), forms a large brand holding platform, injects capital and other resources for the brand, forms the scale effect and network effect of resource sharing among these brands, and then withdraws through listing or acquisition.

Vmg, a well-known consumer fund, set up such a brand holding platform last year. The more successful example of this model is “amplify brands”, which was acquired by Hershey for $1.6 billion in 2018.

Health drink brand “Celsius” sold shares to two funds for $22 million

By Ethan

Source: Foodbev, Celsius official website

“Celsius” brand products, photo source: Internet

According to Foodbev, on August 25, Celsius holdings sold its fitness drink brand “Celsius” to two fund companies (one of which is horizon ventures) for us $22 million to eliminate the related outstanding debts arising from the acquisition of func food group Oyj in October 2019 and relieve operational pressure.


“Celsius” has five series of products, including: energy bubble drink Celsus, which claims to accelerate metabolism and burn body fat during exercise; high performance energy drink Celsus heat; and exercise recovery drink Celsus BCAA claims that the beverage contains biological activated carbon, sour cherry, vitamin D3, electrolyte and caffeine mixture to reduce inflammation; celsius-stevia series, energy bubble beverage sweetened with Stevia; and Celsius on-the-go energy instant powder series, which are more convenient to carry and drink.

Five series of products of “Celsius”, photo source: food plus research and analysis team of Celsius official website


In addition to energy, Celsius also contains other health ingredients such as ginger, guarana seed extract, green tea extract, chromium, vitamin B and C. The beverage contains no sugar, aspartame, high fructose corn syrup, artificial preservatives, pigments or flavors. There are no gluten, Jewish and non GM health labels.

Start up company news

Li Ziqi announced that he would invest in the construction of offline factories in Liuzhou to promote the development of snail powder and other related businesses

By Sean

Information source: Sina, tianyancha, investment circle, Li Ziqi, tmall flagship store, annual list of foodplus

Li Ziqi invests in the construction of Luoshi powder factory in Liuzhou, photo source: Internet


On August 18, Guangxi Liuzhou government and Li Ziqi held a press conference, announcing that Li Ziqi would invest in the construction of a snail powder factory in Liuzhou. At the press conference, Li Ziqi himself said that he would continue to further promote the research and development of snail powder taste, quality traceability, raw material quality control, and helping agriculture and poverty alleviation.

According to the industrial and commercial data disclosed by tianyancha, Li Ziqi’s parent company (MCN), Hangzhou weinian Brand Management Co., Ltd. (formerly known as Hangzhou weinian Technology Co., Ltd., changed its name in July 2020), established a 100% holding wholly-owned subsidiary Guangxi xingliu Food Co., Ltd. on July 29, 2020, with the business scope of food business, food import and export, catering management, etc. The registered address of the company is hangzhongyuan, No.8 Hangsheng Road, Liunan District, Liuzhou City, with a registered capital of 2 million yuan.

Li Ziqi’s parent company (MCN), subsidiary of Hangzhou weinian Brand Management Co., Ltd. & foreign investment situation, source: tianyancha


We analyzed Li Ziqi in the “noteworthy Chinese food consumer goods venture company in 2019” released at the beginning of this year.


As a food brand based on content and KOL, Li Ziqi’s performance is undoubtedly eye-catching. Relying on its own fan base and content presentation, Li Ziqi has successively developed snail powder, lotus root powder, Chinese dim sum, sauce, ginger tea and other brands through OEM mode. Relying on tmall’s core channel, it has achieved rapid sales growth. At present, its magnitude and volume are in the whole food The entrepreneurial brands in the industry have become a black horse that can not be ignored.


Among them, snail powder has become the most popular product of Li Ziqi. According to the data of Li Ziqi’s tmall flagship store, the customer unit price of liziqi screw powder is 39.7 yuan (3 bags), and the monthly sales volume is 1 million yuan. This single product alone brings about 40 million monthly revenue.


Of course, the development of snail powder category has also been promoted by changes in consumer behavior in the epidemic era. For Li Ziqi, it is a realistic move to invest in the supply chain of his core large single products: on the one hand, the annual revenue of the single product is estimated to be several hundred million yuan. Because of the support of a certain volume, the self built supply chain can get more space in cost control and gross profit structure; on the other hand, it is conducive to ensuring product quality and stable supply.


There is no more information on the specific investment scale and production capacity of Li Ziqi’s snail powder factory in Liuzhou. At the beginning of the year, we also mentioned in our analysis of Li Ziqi that under the current advantages and foundation, it is worth thinking about how Li Ziqi will go next and how much imagination space there is. What are the key elements of Li Zineng’s product development: 1) what are the key elements of Li Zineng’s product development.

Incubator development of consumer food industry

Pepsi incubator greenhouse

By: orva

Source: Foodbev, previous feii food venture capital insight byfoodplus

Pepsi greenhouse North America issue 2 Results: the sweet potato vegetarian puff brand “spudsy” has become the champion. Photo source: Foodbev

On August 25, PepsiCo announced the results of the second phase of its incubator greenhouse in North America. The number one female brand in this issue is spudsy. Greenhouse North America phase II was officially launched in February this year, which is the fourth phase of greenhouse’s global incubation program. At the beginning of this year, we analyzed and interpreted this phase of North American incubation plan in feii food venture capital insight. All 10 selected companies are from the United States, and 7 of them mainly focus on “plant-based” products. It can be seen that PepsiCo pays more attention to plant-based ingredients The list is as follows:

Beauty gourmet (USA) – Food and beverage with low calorie and antioxidant properties by adding “beauty” ingredients

Love corn (USA) – a botanical substitute for French fries

MudLrk Snacks (USA) — letinous edodes and jackfruit chips

Numilk (USA) – vegetable milk

Nuttee bean (USA) – gluten free broad bean snack with ginger, pepper and lime flavors.

Shindig (USA) – manufacturer of fresh fruit and vegetable juices

Siren snacks (USA) – women create brand, functional snacks

Spudsy (USA) – Vegetarian sweet potato puff

Superfrau (U.S.) — sports drink with up regulation of fresh liquid whey preparation

Synapse (USA) – plant based foaming energy drink

PepsiCo claims that the average revenue of 10 startups has increased by more than 240% during this incubation period. “Spudsy” was selected as the champion of this year according to the multi-dimensional comprehensive evaluation of its members’ business performance and brand objectives during the incubation period. It is worth mentioning that another member of “love corn” has also been favored by venture capital recently, and completed the minority equity financing this week (see the weekly investment and financing news for details).

Ashley Rogers, founder of spudsy, said in an interview that the professional tutors’ help during the incubation period includes subscription business, expansion strategy, adaptability to consumption pattern, etc. after winning the $100000 bonus, it will continue to expand the company’s business scale.

Daniel Grubbs, vice president of PepsiCo’s venture capital group, said that the “spudsy” team is not only able to show great growth in just a few months, but also to continue to build a strong goal driven brand.

CPG’s incubator is the direction we continue to pay attention to. Similar to PepsiCo greenhouse, the incubator that provides funding and professional counseling support, and chobani incubator, which is also one of the CPG incubators we pay attention to, we published an article on chobani in feii food venture capital insight by food plus The sixth phase of incubation plan has been launched in March this year. A total of 8 companies have been selected and the results have not been released.

Bulletin board

Hosted by Zhumadian Municipal People’s government and hosted by Zhumadian science and Technology Bureau and Pegasus travel, the finals of 2020 China food innovation and entrepreneurship competition and the first DTC food summit were held in Zhumadian City

2020 China food innovation and Entrepreneurship Competition finals and the first DTC food summit, photo source: Official summit

According to the publicity materials of the summit, the 2020 China food innovation and entrepreneurship competition was launched on June 10, 2020, attracting more than 600 food innovation projects to register. Among them, a total of 191 projects participated in offline or offline roadshows, and finally 21 projects were promoted to the finals.


The competition and summit are hosted by Zhumadian government, which is a new city with rising industries and an important population, agriculture and new industrial city in Henan Province. Through vigorously implementing the strategy of strengthening the city by industry, attracting large and strong enterprises and attracting new ones, a number of backbone enterprises have been cultivated, such as Shisanxiang condiment, Lantian group, Tianfang pharmaceutical, Haohua Junhua and CIMC Huajun. Six pillar industries, including food, equipment manufacturing, energy and chemical industry, clothing, building materials and biological medicine, have been formed. Among them, food innovation bears the brunt and becomes the Central Plains region with great influence And unique industrial advantages of food innovation highland.


The summit invited outstanding investors from more than 30 investment institutions, including qiqia family fund, Yisan capital, Eagle capital, Pegasus capital, BV capital, Galaxy venture capital, bo’li venture capital, Blackstone investment, and Xiaocun capital to review the project. The review bodies also included senior executives from companies such as Laifen group, daily Youxian, Wangwang group and focus media.


Local government officials, experts from the food industry association, representatives of food enterprises such as laiyifen and yanjinpu were invited to share the theme.


Finally, in the competition, the food laboratory won the first prize, and the second prize was won by looking for can cloud and meeting a small wine, and the third prize was won by Zhuo Mu liquid goat milk, weileqiya and Yupo liquor industry. The award winning projects will receive the financial reward and preferential policy support from Zhumadian Municipal People’s government.

Some interesting new products


Recently, “Ramen theory” has launched snail noodles. Different from the rice noodles of snail powder, this product uses sliced noodles, and the pickled bamboo shoots are twice as much as ordinary snail noodles. It can be said that the smell is worse than the smell. The choice of the bottom of the soup is snail meat + beef, which is also different from snail powder with pork bone soup. At present, the products have been put on the shelves in tmall’s flagship stores, and the price is 43.9 yuan / 3 bags. (source: foodaily)

Recently, the official microblog of anmusi released the magic black technology series of yoghurt. The packaging of the products uses UV fluorescent ink technology to stimulate photons, which will produce great changes in three environments. In the environment below 10 degrees, the packaging will show a gorgeous color; after storing light, it will show a wonderful image of the deep sea world; if the product is placed under ultraviolet light, it will stimulate photons to show colorful colors. (source: Official microblog of amuchi)


Recently, Starbucks (China) ready to drink coffee has launched two new bottle series, Starbucks star selection Gamma And Starbucks? Espresso. Starbucks selection Gamma It is the first time that Starbucks has launched low-fat ready to drink coffee in China, which is more in line with the consumption needs of young people in terms of taste and packaging; another Starbucks * cold extract coffee series selects Arabica coffee beans from single origin in Colombia, and adopts whole bean grinding technology to better preserve the aroma and flavor of coffee. (source: food industry)



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