Sanity Group receives investment from ProSiebenSat1

The investment sum is in the single-digit million range. In return, the Berlin-based start-up will receive advertising space, which it intends to use primarily for its Vaay and This Place brands.

Sanity Group receives a media-for-equity investment from Sevenventures, the investment arm of the ProSiebenSat1 Group. The sum is in the mid-single-digit millions, and in return the start-up will get advertising space. The Berliners want to use the purchased advertising time primarily for the two brands Vaay and This Place, whose products are based on CBD.

Finn Hänsel co-founded the startup with Fabian Friede in 2018, and the two met at Rocket Internet's The Iconic. All of Sanity Group's brands use the non-intoxicating part of the cannabis plant. Last year, the startup raised €20 million from big-name investors like Holtzbrinck Ventures and Cherry Ventures.

The ads are designed to reach people at the right time. "We reach them with our message via the TV channels at a precise moment when they want to relax. The collaboration allows us to further expand our advertising efforts for VAAY and This Place in a high-reach environment," CEO Finn Hänsel says of the target group.