This is the 138 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
Coca Cola will cut down nearly 200 small-scale and low growth brands and further carry out strategic adjustment
Author: Hai Feng
Information sources: Coca Cola official website, Foodbev, foodnavigator USA, Wall Street Journal, snack agency, interface news, previous foodplus weekly, food venture capital insight by foodplus
Some brands of Coca Cola company, photo source: Official Website of Coca Cola company
Coca Cola’s strategic adjustment is still continuing. After announcing the restructuring of its business organization structure in early September and 4000 layoffs in North America, Coca Cola updated the situation and appointment of nine regional operation departments in the world after the strategic restructuring in mid September. Recently, foreign media began to report that Coca Cola will gradually cut down nearly 200 brands, including the famous coconut water brand Zic o. According to Foodbev, Coca Cola officials have made it clear that they will phase out the Zico brand in the next few months.
This is not the only brand that Coca Cola has recently discontinued. Earlier in July, Coca Cola stopped the operation of the brand of oddwalla juice and smoothie. This brand was acquired by Coca Cola in 2001 for $181 million. It was founded in 1980 and has a history of 40 years. We have also introduced and analyzed the story of Odwalla’s founder Greg steltenpohl’s re entrepreneurship story of selling the company to Coca Cola. We have also established California farms, a famous American brand of plant-based coffee and cold extract coffee. You can click here to learn more.
According to the official introduction of Coca Cola, it has more than 400 brands in the world. This time, the media spread that it plans to cut down nearly 200 brands. Coca Cola also responded to this. This move is to enable the company to achieve large-scale growth, and these brands only account for less than 2% of the company’s total revenue. These brands that have been cut off are small brands, which have not been well expanded globally, and the local market has not occupied a favorable position. For these brands, James Quincey, CEO of Coca Cola, called them zombie brands.
Judging from the previous revenue structure of Coca Cola, the largest category of beverages was the carbonated beverage market represented by Coca Cola, Sprite and Fanta, followed by the hydration category, which should refer to the drinks represented by drinking water to supplement water for the human body, followed by juice, milk and plant-based categories, followed by tea and coffee.
However, after the strategic adjustment, Coca Cola has re divided the product categories into five categories from the original four categories. The Coca Cola product series is taken as the core category, followed by flavored bubble water. The latter three categories are: Water & sports drinks, coffee and tea, nutritional drinks & juice, milk and plant drinks, and emerging categories of drinks.
From the perspective of the current brand portfolio, the core brands with large-scale revenue are mainly located in the middle and low-end, while Zico, which is about to be cut off, and oddwalla, which has been cut off, are positioned at the middle and high-end. To some extent, it also shows that for companies pursuing large-scale growth, it is necessary to balance the relationship between product positioning, product price and market size.
In fact, over the past few years, Coca Cola has integrated many beverage brands all over the world, and many brands are uneven. Especially for the multi brand beverage companies acquired in some regions, there are some brands with small scale but less growth potential. For Coca Cola company, resources need to be invested in more efficient products, which also means regulation If a brand with small model and no growth potential needs to invest resources again, it is not a good investment in terms of the development of Coca Cola from any angle.
In fact, this also gives some enlightenment and alarm to many beverage companies seeking multi brand management, that is, brand cutting should be decisive. As an important strategy, only the brands that can bring large-scale growth to the company can be invested in. At the same time, more caution should be paid when launching new brands. Only brands that generate large-scale revenue in the future are worthy of investment.
Nestle launched R & D accelerator to promote innovation of dairy products and plant-based dairy substitutes
Author: Hai Feng
Information sources: Nestle website, Foodbev
Nestle R & D and innovation official website, image source: Nestle official website
According to Nestle’s latest official news, it has launched a new R & D accelerator for dairy products and plant-based dairy substitutes, trying to speed up the innovation and marketing speed of Nestle’s products in this field.
The new R & D accelerator will be set up in Nestle’s R & D center in Konolfingen, Switzerland. It will be a relatively open accelerator, which will integrate external start-ups, students and scientists to provide a platform for them. On the one hand, Nestle will provide professional knowledge and resources in relevant fields, and on the other hand, Nestle needs to strengthen with the strength of the above external partners Own R & D capability.
Nestle’s R & D center in Konolfingen, Switzerland, focuses on dairy products and plant-based dairy substitutes. It is also Nestle’s largest R & D center in this field. From this, we can see the importance Nestle attaches to the market of replaceable protein. At the launch ceremony of the new R & D accelerator, Nestle CEO Mark Schneider said that the innovation of dairy products and plant-based dairy substitutes is the core of Nestle’s product portfolio strategy and the core of Nestle’s sustainable development agenda.
From the above information, we can also preliminarily judge Nestle’s R & D investment. In fact, Nestle has always been a company that attaches great importance to R & D. among the global food enterprises, Nestle’s R & D investment is the largest. In 2019, Nestle’s R & D investment is 1.7 billion Swiss francs, about RMB 12.5 billion, which is also directly related to Nestle’s huge annual revenue 。
According to the information on the R & D page of Nestle’s official website, Nestle’s R & D department has more than 3900 employees worldwide, ranging from scientists, food engineers, nutritionists and regulatory policy experts.
At the same time, Nestle’s R & D network includes three core forms, the most core of which is the R & D centers located all over the world, including beverage, pet, coffee, cooking, dairy products, candy and infant nutrition, etc. at the same time, Nestle has set up special institutes for health science, food safety, nutrition, material science and packaging science.
The other two R & D cores are external partners and open innovation. External partners mainly include some research-oriented organizations, universities and students, while the representative of open innovation is R & D accelerator. Nestle has held two phases of R & D in Chinese market HENRi@Nestl é is the representative of open innovation, but HENRi@Nestl é is more to serve the business department On the sustainable development of the door and upstream supply chain, it did not participate in the actual product development of Nestle.
Recent development of food venture & innovation companies
Cass launched a new series of low temperature yoghurt mixed with 7 probiotics
Source: CASS tmall flagship store
Cass launches low temperature yoghurt rich in 7 probiotics. Photo source: tmall flagship store
According to classkiss’s flagship store, CASS launched a new low-temperature yogurt, which is divided into three flavors: original, banana and strawberry. The most prominent feature of this product is the addition of 7 probiotics, including Lactobacillus bulgaricus, Streptococcus thermophilus, Lactobacillus acidophilus, Bifidobacterium lactis, Lactobacillus paracasei, Lactococcus lactis subsp. Lactis. In addition to its functionality, each yoghurt contains more than 85% raw milk and more than 90% original raw milk, which is both nutritious and functional A low-temperature yogurt, each yogurt 110g, the price is about 6.5 yuan.
At present, most of the domestic low-temperature yoghurt products have only added 5 probiotics, especially 3-4. At present, only Yili Changqing, Mengniu Guanyi milk and Langge baqijun series have been added to the low-temperature yoghurt products with more than 6 probiotics, which still account for a small proportion of the dazzling low-temperature yogurt pattern. On the one hand, it is subject to the strain resources of the supplier, on the other hand, the more species of strains, the more complex factors need to be considered in the compound formula scheme.
Cass has always been outstanding in product positioning. From the perspective of this new product, this is one of the few yogurt with more than six probiotics added at the same time, and it is also the first banana flavor low-temperature yogurt. From the performance of previous new products, the product positioning of the subdivided groups and categories have a standing category status, which also makes CASS gradually become an indispensable bright color in domestic yogurt brands, and is expected to become China’s “Cho” bani”。
Laird superfood launched its first leisure snack product, pili nuts
Information sources: foodbusiness news, previous foodplus weekly
Thunderbolt products from medlie Laird superfood, photo: Food Business News
According to food business news, “Laird superfood” launched pili nuts products, officially involved in the leisure snack business. The first products, with three flavors: Matcha, cocoa and Himalayan salt, retail for $14.95 at 8 ounces per bag.
Matcha is characterized by the pili fruit coated with organic coconut sugar and organic Kyoto Matcha. It is made from young tea trees in central Japan and has a natural sweetness. Each 30 gram meal contains 190 calories, 3 grams of protein and 15 grams of fat.
Cocoa beans are sprinkled with Ecuadorian organic cocoa beans and organic coconut candy. Each 30 grams contains 210 calories, 4 grams of protein and 18 grams of fat.
The Himalayan salt taste is characterized by the thunderbolt fruit with Himalayan salt. Each 30 grams of food contains 220 calories, 4 grams of protein and 23 grams of fat.
Laird superfood, founded in 2015, focuses on functional nutrition, natural ingredients and botanical properties of food. It mainly sells creamer and other plant products. It has developed into a diversified product pattern. Its existing product lines include coffee beans, instant coffee & instant tea, functional mushroom powder, vegetable milk essence, coconut water, coconut sugar, hot chocolate, etc. The brand advocates products that follow the ancient method of nutrition. All the products have the characteristics of plant ingredients, ketone friendly, no dairy products, no genetically modified products, no beans, no gluten, etc. Not long ago, the company applied for a public listing to raise $40 million.
Smithfield launches new fast breakfast series “power bits”
Information source: food business news, Smithfield foods official website
Quick breakfast products from Smithfield foods, image source: Smithfield foods official website
According to food business news on October 7, Smithfield foods has launched a new breakfast product line, power Bites, which is made of sausage, eggs, cheese and bread crumbs, can be eaten in a microwave oven for 45 seconds. It will be available in the cold storage area of major food retailers in the United States, including Wal Mart, publix, Bi lo and Winn Dixie, in the cold storage area
Homestyle: made of pork sausage, eggs, potatoes, cheddar cheese and bread crumbs, containing 330 calories, 17 G protein and 25 g fat, 360 calories, 18 g protein and 28 g fat;
Western style: pork sausage, eggs, green and red peppers, onions, cheddar cheese and bread crumbs;
Meat lovers: made from pork sausage, bacon, ham, eggs, cheddar cheese and bread crumbs, with 340 calories, 19 grams of protein and 26 grams of fat.
Smithfield foods other instant breakfast products, photo source: Smithfield foods official website
In addition to the “power bits” series launched this time, Smithfield foods also has two pre packaged product lines, breakfast pie and breakfast sandwich, for breakfast scene. Compared with these two series, the new product has higher protein content. The protein content of breakfast pie series is about 6G, and that of breakfast sandwich series is about 10g.
Black label, a leading American breakfast meat brand under Hormel, has launched two series of instant breakfast products
Information sources: foodbusiness news, Hormel official website, Jimmy Dean official website, zupa noma official website
Hormel’s breakfast brand black label has launched two series of instant breakfast products. Photo source: Hormel official website
On September 23, black label, a leading American breakfast meat brand, launched two series of fast breakfast products: oven baked egg bits and Breakfast combos.
The first three products of oven baked egg bits (2 left to 4 left above)
Bacon breakfast (left 4): with Hormel Black Label bacon, cottage cheese, Monterey Jack cheese, cheddar cheese and free range eggs. Each contains 16 grams of protein, 3 grams of sugar and 5 grams of carbohydrates.
Chorizo (3 left): with Hormel, cottage, Monterey Jack, cheddar and free range eggs. Each contains 14 grams of protein, 3 grams of sugar and 6 grams of carbohydrates.
Bacon and sauce (2 left): with Hormel Black Label bacon and Hormel sausage, cottage cheese, Monterey Jack cheese, cheddar cheese and free range eggs. Each contains 15 grams of protein, 3 grams of sugar and 5 grams of carbohydrates.
The first two products of breakfast combos (1 on the left and 1 on the right)
Pancakes with bacon & syrup (1 from the right): for consumers who don’t want eggs but still want a protein breakfast. It comes with four Mini pancakes, two pieces of Hormel Black Label bacon and a cup of maple syrup to make a dip.
Sauce with pancakes & syrup (1 left): for consumers who don’t want eggs but still want a protein breakfast, this is another option. It comes with four Mini pancakes, two Hormel Black Label sausages and a cup of maple syrup.
The above two series of products, after 90 seconds of microwave heating, edible. The oven baked egg bits series, retailing at $3.49, can be purchased at Wal Mart, shop rite, jewel, price chopper, hy Vee, Lowes foods, military commissaries and other retailers; breakfast combos Gamma Series, retailing at $2.99, can be purchased from hy Vee, Lowes foods, military stores and other retailers.
Breakfast is usually considered to be the most important meal of the day. However, due to the busy work and life, breakfast has become the most neglected meal. The breakfast scene market is huge, providing a broad market space for new products and entrepreneurs.
In the U.S. market, there are many brands in the market under this scenario. Some big companies, such as Tyson’s brand “Jimmy”, which focuses on breakfast Dean “has a history of 50 years, has a very rich breakfast product system, and is constantly innovating; Yizi international, in 2012, launched the breakfast biscuit brand belvita, which was also welcomed by many consumers; Smithfield, which was acquired by Shuanghui, also launched some breakfast products, as well as the two products launched by Hemel this time. Generally speaking, the types of products introduced by these companies are more in line with the eating habits of Westerners.
Medlie’s products, Jimmy Dean’s “morning combos” series, image source: Jimmy Dean’s official website
In addition, there are some products made by food start-ups. For example, zupa noma, which was established in 2016, launched a vegetable drink medlie for breakfast consumption scenarios. It focuses on health and convenience with organic, low sugar, rich nutrition and high fiber. From the product iteration of large companies and the innovation of small companies, we can see that breakfast products in the United States continue to develop in the direction of convenience and health.
Medlie’s products, photo source: zupa noma’s official website
Breakfast combos is similar to the “morning combos” series of products from Tyson’s brand Jimmy Dean. A single product consists of a variety of foods, but the former has a higher protein content, while the latter only has 7g-8g protein per serving; the oven baked egg bits series adds bacon or sausage, combining the traditional advantages of black label. Generally speaking, the two products have made some differentiated designs for the market.
Fonterra sells China’s pastures, which are connected by Yili’s Youran animal husbandry and shounong’s three yuan company
Information source: Snack agency, company announcement
Fonterra’s sale of China’s pastures announcement, photo source: Fonterra official website
On October 5, Fonterra announced that it would sell Fonterra China’s ranch at a total price of NZ $555 million (about RMB 2.5 billion), and the supplier would be Youran animal husbandry, which is controlled by Sanyuan and Yili.
According to the announcement, Fonterra agreed that Beijing Sanyuan Venture Capital Co., Ltd. (hereinafter referred to as “Sanyuan”) would purchase 85% of its equity in Hangu ranch in Beijing at a price of NZ $42 million (RMB 190 million); Inner Mongolia natural Dairy Co., Ltd., a subsidiary of China Youran dairy Group Co., Ltd. (hereinafter referred to as “Youran animal husbandry”), agreed to pay NZ $513 million（ About 2.31 billion RMB) to acquire two ranches of Fonterra in Yingxian County of Shanxi Province and Yutian of Hebei Province. The deal, which also requires antitrust licensing from relevant Chinese authorities and approval from other regulatory authorities, is expected to be completed within this fiscal year.
This means that, on the one hand, Fonterra has ended its 10-year history of raising cattle in China. After the sale of this foreign heavy asset, Fonterra will be conducive to its focus on raw material business and catering services. The former includes child nutrition, core dairy products, and marketing and innovative raw materials required at all stages of life; the latter is to promote the consumer brand of catering services in the Chinese market and the Asia Pacific region Market. On the other hand, Youran dairy has accelerated the pace of listing through the acquisition of assets.
Recently, dairy enterprises have frequently acquired upstream pastures, such as Feihe’s acquisition of original ecological pasture, Mengniu’s acquisition of China’s Shengmu, Yili’s acquisition of Zhongdi dairy, etc. Now, with the sale of Fonterra’s Chinese ranches, China’s major raw milk enterprises have basically been included in the head power. Among them, Yili’s camp includes Youran animal husbandry, Fonterra China ranch, saikexing and Zhongdi dairy industry, with a total of 350000 cows; Mengniu camp includes modern animal husbandry, Fuyuan animal husbandry, China holy animal husbandry and original ecological animal husbandry, with a total number of about 400000 cows. In addition, Zhongding animal husbandry and Shangling animal husbandry mainly supply raw milk for Mengniu, and reserve about 100000 heads.
“One side food” incubated by white elephant food launched instant noodle brand “fresh noodle”, which is expected to achieve 1 billion revenue in 2021
Author: Hai Feng
Information sources: fresh noodles biography, Chinese food exhibition, fresh noodles promotion press conference
Fresh noodle product map: Source: WeChat official account.
Recently, we paid attention to a new brand in China Food Exhibition: fresh noodle. This is a convenient food brand focusing on instant noodles, including soup noodles and mixed noodles. It has launched a number of regional flavor products, including Old Chengdu Dandan noodles, Cantonese pork bone noodles, old Beijing fried sauce noodles, etc.
The products are packed at room temperature. Noodles, soup bases, toppings and small ingredients are packed in bags. The outer packaging is in the form of boxes. The prices of the products are between 16.9 yuan and 19.9 yuan. From the perspective of packaging form, product form and pricing, it is benchmarking the Ramen theory of a new convenient food brand in China, and the Ramen theory is the leader in the market of instant noodles.
If we compare “fresh noodle” and “Ramen theory”, we can find that there are some differences between them. Ramen is a start-up enterprise, while Xianmian Chuan relies on white elephant food. From the starting point, the two brands are not in the same starting line. At the same time, ramen was first started online, and gradually developed into offline channels. However, fresh noodle genes are more focused on offline channels, so they are more focused on offline channels.
In the instant noodle market, in addition to the snail powder category, the Ramen theory has developed from an emerging brand to a leading brand. Judging from the current market structure, there is no strong challenger in the instant noodle market. With the introduction of white elephant food and fresh noodles, the competition in the instant noodle Market will gradually become fierce.
One side of food ownership structure, photo source: enterprise check
Back to one side of food, from the industrial and commercial information, we can see that the shareholding of white elephant food is not particularly high, but it provides a lot of support in the supply chain. From the production information of some products transmitted by fresh noodles, the core of noodles and soup is the supply of white elephant food. White elephant food focuses on instant noodles and instant noodles on the other hand. It can also complement each other in the field of convenience food and avoid direct competition.
We learned from the investment promotion conference of Xianmian in China food show that Xianmian Chuan plans to achieve 1 billion RMB revenue in 2021, and the core strategy will focus on offline channels. As a comparison, ramen said that it will achieve 250 million RMB annual revenue in 2019 and 800-1 billion RMB in 2020, which can also see the ambition of food in this respect.
Investment and financing news
Shoik meats, a cell culture seafood brand, received $12.6 million in financing
Information source: Official Websites of fooddive and shoik meats
Cell culture seafood brand “shoik meats” obtained financing, photo source: Internet
According to fooddive, recently, Singapore’s cell culture seafood brand shoik meats has received US $12.6 million in financing. This round of financing is led by aqua spark, an investment institution focusing on agricultural science and technology. This is also the first time that Aqua spark has invested in a cell culture substitute protein company. Shoik meats said the investment would be used for the construction of a pilot plant.
Shoik meats, founded in 2018, is currently the only cell culture replacement protein company in Singapore. After obtaining this financing, their total financing amount has reached 20.8 million US dollars.
Shoik meats is currently focusing on the production of cell-based shrimp. This product has been able to be produced on a small scale last year, but at a high cost. In January, sandhya sriram, their CEO, said it cost $5000 to make a kilogram of shrimp, and their goal was to reduce the cost to $50 per kilogram. In addition to shrimp, shoik meats is also working on cell culture techniques for lobsters and crabs.
Alpine drinking water brand “liquid death” completed round B financing of 23 million US dollars
Information source: Official Websites of techcrunch and liquid death
Liquid death product map, image source: liquid death official website
Recently, the alpine drinking water brand “liquid death” has completed round B financing of US $23 million. The company has been established for three years. It mainly sells two kinds of drinking water products, mountain spring water (white) and bubble water (black), which are taken from the deep groundwater of the Alps. Both products are directly extracted from deep underground into the canning process, rich in mineral elements, pH value of 7.8. Geju costs $4 per 500 ml can. The brand’s product slogan is “order your first,” which claims to kill thirst instantly. At present, the products are sold in more than 1000 7-11 stores in California. In addition, the product packaging of liquid death and the packaging of peripheral hat products add to the cold sense of design.
The leading investor in this round is convivialit é ventures, the venture capital Department of the group. The following investors include musician fat Mike and velvet sea ventures, which participated in the previous investment. Liquid death was initially hatched with the help of studio science, a start-up company. In February and September 2020, liquid death completed two rounds of financing, which raised more than 34 million US dollars.
California liquor brand “bespoken spirits” received $2.6 million seed round financing
Information source: CNN, bespoken spirits official website, Forbes, foodplus liquor industry Basic Research Report
Product map of “bespoken spirits”, photo source: Official Website of bespoken spirits
On September 6, bespoken spirits, a California liquor company, received $2.6 million in seed round financing. Investors in the round include T.J. Rodgers, owner of semiconductor tycoon clos de la tech, and baseball legend Derek Jeter.
Unlike traditional spirits, the company claims to have “activation technology,” where the letters a, C and t represent aroma, color and taste, respectively. This technology can greatly shorten the aging time of spirits in oak barrels, and shorten the aging time from several months and years to three to five days. Even can be customized according to the needs of the production of specific color, aroma and taste of spirits.
“Activation technology”, image source: bespoken spirits official website
In short, “activation” involves three steps. The first step is to prepare the base liquor which has not been aged; the second step is to design the color, aroma and taste of the spirits according to the needs; the third step is to carefully select and treat the wood (they have stored 25, The physical and chemical components of 1000 pieces of wood, which they call “microstave”, provide the basis for customized color, aroma and taste) and a metal pot, which is programmed to apply appropriate heat, pressure, stirring and time to the base liquor to achieve specific body effects.
The company claims that the process is completely natural and sustainable, using only traditional alcohol, wood and charcoal, and never seasoning or coloring with any additives. It can reduce the consumption of oak barrels by 97%, and increase the output of finished wine by 20% (traditional aging will volatilize some base liquor). Bespoken spirits has won 8 awards in the 2020 San Francisco World Spirits Competition and 10 awards in the American Wine Association’s 2020 craft Spirits Competition.
Products of “activation technology” bespoken spirits, image source: Official Website of bespoken spirits
At present, the company has three main businesses: selling its own brand spirits; providing aging service; and producing customized liquor for retailers, bars and restaurants. At first, the team focused on the latter two – especially the expediting service. Bespoken spirits plans to use new funds to accelerate its marketing and technology development.
Sales channel of bespoken spirits, image source: Official Website of bespoken spirits
The technology of “accelerating aging” is not new. There are many aging methods in domestic liquor brewing, which can be roughly divided into physical aging, chemical aging and biological aging.
Liquor aging method, photo source: food plus liquor industry basic research report
As the saying goes, “wine is the fragrance of Chen”, is a kind of consumer goods which contains the value of time. Especially in the scenes of political and business banquets and gifts, the time value of wine is extremely important internal value for consumers and is difficult to be replaced. The wine produced by aging is considered to reduce the value of the product and is not easy to be accepted by the market and the industry. “Bespoken spirits” naturally encounters such problems. Therefore, the future development prospects of bespoken spirits are questionable. However, “activation” and other similar technologies may be able to play more value in the production of leisure scenes.
Flow alkaline spring water, a brand of alkaline mineral water, has won a million US dollar investment
Information source: Official Websites of Foodbev and flow
Flow product map, image source: flow official website
Recently, the alkaline mineral water brand “flow” has received a million US dollars investment from Virgo investment group. In May this year, flow just completed the d-round financing of 45 million US dollars. This round of financing funds will be used to expand the distribution channels of flow and provide funds for new product lines to accelerate the development of the company. Upon completion of the investment, Virgo managing partner Scott Guthrie will join flow’s brand advisory team.
Founded in 2015, flow is headquartered in Canada and mainly sells natural alkaline mineral water. Flow’s alkaline water is mainly composed of 0 sugar and 0 calories, without artificial sweetener. It is rich in minerals and electrolytes. It has a fresh taste and rich taste, including Lemon Ginger, watermelon and lime, cucumber mint, blackberry + hibiscus, strawberry rose, grapefruit elderberry, etc. In addition, flow also launched a new series of products with collagen added in the first half of this year. At present, the brand’s products are sold in Canada, the United States and European countries.
Flow collagen water, image source: flow official website
Prior to this round of financing, flow received support from investors in technology, sports and entertainment, including musicians Shawn Mendes and post Malone. The investment of Virgo group is the first institutional investment obtained by flow.
Flow itself attaches great importance to sustainable business philosophy. Tetra Pak paper used for product packaging is made from 75% renewable resources. At the same time, flow has also obtained the social innovation enterprise certification from B lab, a non-profit organization. In this regard, Virgo group and flow share a common vision to promote the development of earth friendly enterprises in a commercial way.
Functional bottled water brand “oxigen” completed the round B financing of US $15 million
Information sources: food business news, fooddive, official website of oxygen
Source: oxygen beverages (USA) Inc
According to food business news, functional bottled water brand “oxigen” has completed a $15 million round of financing. Investors in this round include famous country music singer Brett Eldridge and NBA Cleveland Cavaliers star Kevin love. Not long ago, in August, NBA Golden State Warriors star Stephen curry became an investor in oxigen and served as a board adviser.
Oxigen was founded in 2014 by Blair Bentham. Since its establishment six years ago, the company has grown by 300 to 400 per cent. Currently, oxigen has entered about 47000 offline terminal channels in the U.S. market, including CVs, Kroger and other large retailers. According to founder and CEO Blair Bentham, the funds raised in this round will be mainly used for marketing, advertising expenses and expanding the circulation of products in the United States.
Oxigen’s core product is a functional bottled water, which is characterized by adding electrolytes to balance the pH value of the water and injecting more oxygen to increase the benefits to the body and enhance the body’s recovery ability. According to the official website of oxigen, oxygen water contains 5 times more oxygen than ordinary bottled water and 175mg electrolyte. The pH value can reach 7.2-7.4, which belongs to weak alkalinity. In addition, oxigen emphasizes that the bottles used are 100% renewable materials.
Similarly, Nongfu mountain spring also describes the value of pH value of water on its official website, thus highlighting the advantages of weak alkaline water of Nongfu mountain spring
The pH of water is determined by the minerals dissolved in the water. Natural water often contains potassium, calcium, sodium, magnesium, metasilicic acid and other minerals, mostly weak alkaline. Water without these minerals tends to be acidic. Therefore, by testing the pH of water, we can directly judge whether the water contains natural minerals.
With the mainstream market at home and abroad, the business pattern of bottled water is relatively stable, and the future functionality and high-end may become an important driving factor for the growth of the industry. According to technavio analysts’ forecasts, the annual growth rate of global functional water market will be close to 9% from 2018 to 2022. In addition, domestic and foreign food consumer goods giant companies have gradually optimized the structure of bottled water business and product entrepreneurship to achieve growth in recent years. For example, in December 2019, Nestle announced the launch of Nestl é pure life plus, the first functional water containing magnesium, zinc and potassium. In August this year, Nestle stripped off the domestic market “Nestle Youhuo” and local brand “Dashan” and other low-end product lines. Pepsi Cola recently launched “drivewell”, a functional water designed to combat stress and induce relaxation.
Trends of investment institutions
Doffer food announced the formal establishment of the first phase of daofuzi venture fund, focusing on the field of alternative protein
Information source: Official Website of investment circle and doffer
Doffer’s two partners, source: vegconomist
Recently, doffer food announced the formal establishment of the first phase of daofuzi venture fund. It plans to support and invest in 30 alternative protein food start-ups in the next three years, focusing on the Chinese market.
The LP investors of doffer’s venture fund phase 1 include new crop capital (NCC), a well-known venture capital institution in China, and several family funds and individual investors focusing on influence investment. The latter includes the internationally renowned influential investor Sven, who is a Calvert with a total assets of $15 billion Co founder of investments.
Doffer was founded in February 2018, when NCC was their founding partner. Earlier, doffer was the financial adviser and investment agent of NCC in China. This year, doffer invested in the angel wheel of Sunday together with Jingwei and joy capital. In May this year, doffer set up an incubator focusing on alternative protein, providing 500000 start-up funds and value-added counseling services for each project.
It is worth noting that before the doffer venture capital, lever VC announced in July this year that it would launch an alternative protein theme fund focusing on the Chinese market. According to a press release, lever VC plans to invest RMB 40 million in domestic early replacement protein companies in the next four years and provide potential follow-up funds of RMB 160 million, with a total investment of RMB 200 million.
Two alternative protein funds focusing on the Chinese market have been established one after another. It is believed that many parties have seen the positive signals from the Chinese market and projects, which has made them more determined in this direction. Chinese people consume 28% of the world’s total meat consumption every year. Although China’s consumer market can not provide a vast living soil for alternative protein products from the perspective of purchasing power and consumption consciousness, in the long run, if the protein supply starts to change structurally, China’s market has great potential.
Food technology industry and company trends
Dr. Emmanuelle Charpentier and Dr. Jennifer a. doudna won the 2020 Nobel Prize in chemistry. The gene scissors crispr-cas9 provides opportunities for the advancement of agriculture, biology and medicine
Information source: People’s Daily overseas network, Baidu Encyclopedia
Photo source: overseas website of people’s daily
On October 7, 2020, the Royal Swedish Academy of Sciences has decided to award the 2020 Nobel Prize in chemistry to Dr. Emmanuelle Charpentier of the Max Planck Institute of etiology, Germany, and Dr. Jennifer a. doudna of the University of California, Berkeley, USA, for their contributions in the field of genome editing. The two women developed crispr-cas9, a gene editing technique that allows scientists to rewrite the DNA of any organism efficiently and accurately. Crispr-cas9 provides opportunities for the development of agriculture, biology and medicine.
In agriculture, gene scissors have become a standard tool for plant breeding. Previous methods used by researchers to modify plant genomes usually require the addition of antibiotic resistance genes. When growing crops, there is a risk that the resistance will spread to the surrounding microorganisms. Thanks to genetic scissors, researchers no longer need to use these old methods, but can modify the genome very precisely. They edited genes that allow rice to absorb heavy metals from the soil, thus improving the rice and reducing cadmium and arsenic levels. The researchers have also developed crops that are better resistant to drought and insects and pests in warmer climates.
Some interesting new products
Recently, the frozen dessert brand enlightened has launched a ketogenic friendly frozen biscuit product line. This product is based on almonds, only 2 g of carbon water per serving, no added sugar, and sweeteners such as erythritol and aronones are used. At present, there are five flavors of chocolate chip, birthday cake, fudge, peanut butter and snickerdoodle. (source: Food Business News)
Nongfu Shanquan has launched a jelly like “frozen tea”, which is the first product launched by the company after its listing. There are three flavors of green orange oolong tea, lemon black tea and grapefruit Luoshen flower tea. It mainly focuses on the product concept of 0-fat, 0 preservative and low sugar (information source: fbif)
Recently, Mikey’s, a natural food brand, has launched Mexican pancakes with three flavors: beet, turmeric and super green. The three products are all plant-based, gluten free, cereal free, legume free and dairy free, with cassava and coconut powder as the base. The price of 8 packs is $4.99. (source: Food Business News)
Natural health food brand “Upton’s Naturals” recently launched a banana blossom product. This product is a strict vegetarian product, which imitates the taste of fish. It is stored at room temperature and needs to be heated before eating. This product contains no added sugar, gluten, beans and genetically modified ingredients. It contains 20 calories per 100g, 3G dietary fiber and 2G protein. (source: Food Business News)
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