Vly secures 1.5-million-euro deal in start-up program

The company received the money in the form of a TV advertising budget. The start-up produces an alternative to milk.

The Berlin-based food start-up Vly has landed new investment in the Austrian show "2 Minuten 2 Millionen". In the German format "Die Höhle der Löwen", the investment for Vly did not work out: the deal apparently fell through back in 2020 due to the company's valuation. With the Austrian company, founders Nicolas Hartmann and Niklas Katter have now been able to convince Seven Ventures investor Daniel Zech. Vly sells a milk alternative made from peas.

According to the website incubator Zech provided 1.5 million euros in TV advertising budget from Seven Ventures - and received two percent of the shares. He had initially offered one million euros for 2.5 percent of the shares, but the rest of the jury backed out. The founders had asked for 500,000 euros for 2.5 percent. Now they want to conquer the Austrian market.

The three founders Moritz Braunwarth, Hartmann and Katter founded Vly in 2018. The start-up develops and conducts research in its own laboratory in Berlin. According to the company, its milk alternatives can already be purchased in over 8,000 supermarkets in Germany. "Instead of constantly devoting ourselves to new products, we also continue to research existing versions and try to adapt them to the latest scientific findings," says Hartmann.