SevenVentures invests in Swiss food tech scale-up Planted

SevenVentures invests in Swiss food tech scaleup Planted and supports the brand with a large media-for-equity deal

Unterföhring, December 18, 2024 - SevenVentures, the investment arm of ProSiebenSat.1, strengthens its commitment to the sustainable food industry and invests in the Swiss Planted Foods GmbH as part of a media-for-equity deal. The food tech scale-up, known for its plant-based meat products, will receive a substantial media volume in the mid-single-digit million range.

Planning security until 2027

The collaboration, which is planned until the end of 2027, includes advertising campaigns on ProSiebenSat.1 stations and the streaming platform Joyn. The aim is to increase Planted's brand awareness and further expand its presence in the retail and food service sectors. The first Planted TV commercials are to be broadcast as early as spring 2025.

We want to use our reach to gain the trust of more consumers and convince them of Planted's quality and responsible production methods.

Florian Hirschberger, CEO of SevenVentures

Using innovative structuring and fermentation technologies, Planted produces a wide range of plant-based meat alternatives, including planted.chicken, planted.kebab and planted.steak. The products, which are made exclusively from natural ingredients, are available in over 10,000 retail outlets and 6,500 foodservice outlets in Europe.

Television advertising will help us to communicate our unique selling points - taste, sustainability and transparency - to a broad target group.

Christoph Jenny, Co-Founder Planted

The Swiss company is also planning to open a new production plant in Memmingen in 2025 to meet the growing demand. With this step and the support of SevenVentures, Planted is sending a clear signal for sustainable growth in food technology. We recently reported on a financing round of 18 million euros for Planted on the Startbase.