SevenVentures backs Planted Foods with media-for-equity investment

SevenVentures, the investment arm of ProSiebenSat.1, has announced a media-for-equity investment in Swiss food-tech company Planted Foods. The deal, valued in the mid-single-digit million range, aims to enhance Planted’s brand presence in retail and gastronomy by leveraging extensive advertising campaigns on ProSiebenSat.1’s broadcast channels and Joyn streaming platform. The collaboration is set to run until the end of 2027, with Planted’s first TV campaign launching in spring 2025.

Planted specializes in plant-based meat alternatives that replicate the taste and texture of conventional meat while promoting sustainable production practices. The company’s product range includes planted.chicken, planted.pulled, planted.kebab, planted.duck, planted.schnitzel, planted.bratwurst, and planted.steak. Planted uses patented structuring and fermentation technologies to deliver products made from natural ingredients, free from additives.

“We want to use the reach of our digital and broadcasting portfolio to gain the trust of even more consumers and convince them of the quality and responsible production methods of Planted,” commented Florian Hirschberger, CEO of SevenVentures. “Adding Planted to our portfolio of food-tech investments, which includes Formo, nucao, and KoRo, reinforces our commitment to supporting high-growth consumer brands.”

Planted’s mission to offer sustainable alternatives to traditional meat aligns with rising consumer demand for healthier and environmentally friendly food choices. According to Christoph Jenny, Co-Founder and Member of the Management Board at Planted, the investment is a timely opportunity to amplify the brand’s message. “We can’t wait to see our first TV ad on ProSiebenSat.1 and Joyn. This campaign will help Planted become a trusted, sustainable, and delicious plant-based meat brand in the mass market.”

Since its founding in 2019, Planted has rapidly expanded its presence across Europe. The company’s products are available in over 10,000 retail outlets and featured on the menus of more than 6,500 restaurants in markets including Germany, France, Austria, Switzerland, Benelux, Italy, and the UK. Headquartered in Kemptthal, Switzerland, Planted operates a transparent production facility that offers public insights into its manufacturing process. The company plans to open a new production plant in Memmingen, Germany, in 2025 to support its growth ambitions.

Planted’s approach focuses on transparency and sustainability, which are key differentiators in the competitive plant-based market. By avoiding additives and using only natural ingredients, the company sets a high standard for clean-label products. This strategy resonates with consumers increasingly seeking healthy and environmentally responsible food options.

In addition to its standard product lines, Planted collaborates with renowned chefs such as Tim Raue, Haya Molcho, and Sebastian Copien to create limited-edition offerings. These collaborations highlight the versatility and quality of Planted’s products, appealing to both retail and gastronomy markets.

SevenVentures’ media-for-equity model allows innovative companies like Planted to access high-reach advertising platforms without the immediate capital outlay. Through targeted campaigns on ProSiebenSat.1’s channels and the Joyn streaming service, Planted aims to reach a broader audience in Germany and other German-speaking regions. The partnership is expected to drive consumer awareness and accelerate the adoption of Planted’s products.

“With TV advertising, Planted will continue to establish itself in the mass market,” added Jenny. “We are excited to win over more customers through our first TV campaign in partnership with SevenVentures.”

SevenVentures has a track record of supporting disruptive start-ups in the food, beverage, and sustainability sectors. The investment in Planted reflects a broader strategy to promote sustainable business models and innovative food technologies.

“The market’s trust in us as brand-building experts is reaffirmed with each new partnership,” noted Hirschberger. “We are dedicated to helping high-potential companies like Planted achieve their next stage of growth.”