La Vie raises €25 million to drive expansion of plant-based pork alternatives

La Vie, the French startup that specializes in plant-based pork alternatives, has successfully raised €25 million in its latest funding round, which attracted new investors such as Zintinus and Sparkfood, as well as existing backers. The company also ran a crowdequity campaign, marking one of France's largest campaigns of this type, involving more than 3,000 investors. This funding round is a substantial boost for La Vie, bringing its total funds raised to €50 million since its inception in 2019. The investment will help La Vie scale its operations, expand its European presence, and advance its product development initiatives​.

La Vie has experienced remarkable growth since launching its first products in 2021. The company is known for its plant-based bacon and lardons, and it has now introduced a range of vegan ham, meatballs, and club sandwiches. This year alone, La Vie has seen a 149% increase in UK retail sales, signaling a rising demand for plant-based alternatives in major markets. La Vie’s products are currently available in over 8,200 retail and restaurant locations across Europe, with the company planning to expand further into markets like France, the UK, and other parts of Europe. Major UK supermarket chains, including Tesco, have begun stocking La Vie's offerings, and the brand aims to continue building on these partnerships​.

The funds raised in this round are earmarked for a variety of growth-focused initiatives. Firstly, La Vie intends to invest in research and development to create new products and further refine its existing lineup. Their innovations include proprietary plant-based fat technology, which mimics the taste and texture of real meat. This approach appeals to a broad consumer base, including vegans, vegetarians, and meat-eaters looking to reduce their meat consumption without sacrificing flavor. CEO and co-founder Nicolas Schweitzer emphasized that the company is focused on offering a satisfying, indulgent experience that breaks the notion that plant-based food lacks taste​.

In addition to product development, La Vie plans to increase its investment in marketing and brand awareness. The company recently launched its first TV commercial, which humorously depicts a man enjoying a ham sandwich in front of a pig to highlight that La Vie’s products are completely plant-based. The advertisement aims to strengthen brand recognition and reach a wider audience across France and other European countries. Furthermore, La Vie is investing in sampling and awareness campaigns, which are critical for educating consumers about the benefits of plant-based products and encouraging trial​.

La Vie’s sustainable ethos is central to its mission. The company emphasizes that its products produce seven times less greenhouse gas emissions compared to traditional pork, contributing to the reduction of environmental impacts linked to animal agriculture. Additionally, La Vie’s plant-based alternatives use significantly fewer resources, such as water and land, aligning with the company’s goal of supporting the global food transition. This focus on sustainability appeals to consumers who are increasingly conscious of the environmental impact of their food choices, as well as to investors seeking opportunities that align with their own environmental, social, and governance (ESG) objectives​.

The funding round also comes at an opportune time, as the European Court of Justice recently ruled in favor of plant-based brands’ right to use meat-related terms like 'bacon' and 'ham' on their packaging. This legal win allows La Vie to continue using familiar language to describe its products, which is an advantage in attracting traditional meat-eaters who may be more inclined to try plant-based options when they recognize familiar names. This ruling overturns previous attempts by the French government to restrict the use of such terms for non-meat products, marking a significant victory for La Vie and other plant-based companies in Europe.

Looking to the future, La Vie has set ambitious goals. The company intends to use its increased capital to strengthen its presence in Europe and potentially expand into new markets like the USA. It also aims to be one of the top three global plant-based meat brands by 2030. In preparation for this growth, La Vie has begun a hiring drive to double its team size, with plans to onboard 40 new employees. These new hires will support La Vie’s push into new distribution channels, product innovation, and expansion into the foodservice sector, where the company sees considerable growth potential. La Vie’s products have already gained popularity in French restaurant chains, and it plans to pursue similar partnerships throughout Europe to make plant-based meat more accessible in a variety of dining settings​