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December 5, 2018

Germany’s Katjes invests in local ‘superfood’ start-up The Rainforest Company

German confectionery manufacturer Katjes Group has invested in a Berlin-based start-up via its investment arm Katjesfreenfood.

German confectionery manufacturer Katjes Group has invested in Berlin-based ‘superfood’ start-up The Rainforest Company via its investment arm Katjesfreenfood.

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The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
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  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
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Katjesgreenfood now owns 10% of the two-year-old company but the amount it has invested has not been disclosed.

The move is Katjesgreenfood’s ninth investment since it was founded in 2016.

The Rainforest Company produces frozen açaí puree, a ‘superfood’ from the Brazilian rainforest used for breakfast bowls or smoothies. It is based on berries which are harvested by hand.

The product was developed by Swiss founder Albana Rama in collaboration with fitness guru Pamela Reif, who also acts as brand ambassador. 

The purple puree has been on sale since March in more than 3,500 supermarkets in German-speaking countries, including big name German grocers Rewe and Edeka.

The Rainforest Company plans to use Katjesgreenfood’s investment money to bring a ready-to-eat Açaí-Bowl to the market. 

It is already generating sales in the “six-digit Euro range,” Katjes said.

The company donates money for every product sold towards reforesting the rainforest. 

Rama said: “With Katjesgreenfood, we have brought on board a strategic partner who supports us not only with capital, but also with his strong network and valuable know-how.” 

Dr. Manon Sarah Littek, CEO of Katjesgreenfood, said: “The Rainforest Company is the pioneer for sustainable açaí and offers a world novelty with the high-pressure pasteurized To-Go Açaí- Bowl. The Rainforest Company’s combination of wild harvests, direct, non-intermediary sourcing and local social engagement makes it a role model for social entrepreneurship.”

Asked how it would contribute to the start-up’s growth, a Katjesgreenfood spokesperson said: “We know how to build brands. [In] everything related to marketing and sales we can be very useful. For example, we have already given advice on the new logo.” 

See just-food’s guide: Big Food’s Stake in the Future – In-House Venture Capital Funds

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What’s the forecast for the food and grocery industry?

The food and grocery sector thrived during the pandemic, largely due to the shutdown of the food service industry and the sector’s subsequent necessity, panic-induced bulk purchasing, and spending more time at home. The market has grown as a result of inflation. Consumer unwillingness to go out and socialize, and the reopening of several hospitality facilities, helped maintain the demand for groceries, particularly online, in 2021. As consumer behavior changes, we consume more food and drink at home, and inflation increases basket sizes. GlobalData predicts that the sector will continue to hold a higher share than had been predicted prior to the pandemic. This is true despite the fact that the food and grocery sector's share of overall retail will decline from its peak in 2020. This report will discuss market forecasts and key themes in the global food & grocery industry in 2022 and beyond. It covers:
  • Market drivers and inhibitors
  • Five-year forecasts and the impact of COVID-19
  • The performance of the online channel versus offline
  • Major trends in the market including rapid delivery, ambient retailing, supply chain disruption, and inflation
Assess developments within this sector to help your business thrive in 2022 and beyond.
by GlobalData
Enter your details here to receive your free Report.

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