Livekindly Collective has announced its entry into the China market with the launch of two new flagship plant-based brands created exclusively for Chinese consumers.
The Giggling Pig and Happy Chicken brands will initially offer seven plant-based products based on beloved Chinese dishes including plant-based dumplings, mushroom-based dishes and a seasoned minced dish.
Both brands have been developed and manufactured locally to cater to Chinese consumer tastes, and target Generation Z consumers.
The launch comes shortly after the Livekindly Collective closed a $335 million round to fund its international expansion into China – which it considers a high growth potential market.
“China is one of the most exciting and strategic markets for the plant-based revolution, and a key pillar of our growth strategy,” said Kees Kruythoff, CEO and chairman of Livekindly Collective.
According to the Good Food Institute, China’s plant-based market reached nearly $1 billion in 2018, and is projected to grow between 20-25% per year.
Giggling Pig and Happy Chicken also mark the first brands created in-house by Livekindly Collective, which has purchased a collection of brands since its establishment including Oumph, LikeMeat, and most recently, The Dutch Weed Burger.
“We’re coming off a phenomenal first year, having become one of the top three highest-funded and fastest-growing plant-based food companies in the world,” said Roger Lienhard, founder and executive chairman of Blue Horizon Group and founder of Livekindly Collective.
“Our portfolio and model are global, and with the launch of our China office and delicious new products, we are closer than ever to achieving our mission of making plant-based living the new norm,” he added.
Joanna LiuQiao, regional director of Greater China at Livekindly Collective, said: “China has a long history in plant-based cuisine and has been cooking with ingredients like seitan, tofu and tempeh well before it was mainstream. We understand what works and doesn’t work for this market, and our new brands are delicious, high-quality and tailored to local consumer tastes.”
© FoodBev Media Ltd 2021
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