Advanced Television

SevenVentures invests in Planted

December 17, 2024

SevenVentures, the investment arm of ProSiebenSat.1, is making a media-for-equity investment in the mid-single-digit millions in Planted Foods, an innovative food tech scale-up from Switzerland. The company’s mission is to bring better proteins to the table of consumers who enjoy the texture and taste of meat but want to eat plant-based and sustainably. In doing so, Planted combines climate protection with healthy eating.

As a media partner of the company, SevenVentures will support Planted with campaigns on the channels of ProSiebenSat.1 and on Joyn until the end of 2027. The advertising spots will be shown on the Group’s channels from spring 2025. The aim of the long-term collaboration is to further increase brand awareness of Planted and to expand the positioning of its products in retail and gastronomy.

Florian Hirschberger, CEO SevenVentures, commented: “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. The fact that, in addition to Formo, nucao and KoRo, Planted is now another up-and-coming food tech company that will be working closely with us over several years confirms the market’s trust in us as brand-building experts who take high-growth consumer brands to the next development stage.”

Christoph Jenny, Co-Founder & Member of the Management Board of Planted, added: “A growing world population, higher life expectancy and rising incomes are key factors in the increase in global meat consumption. However, the meat industry in its current state is far from sustainable. At Planted, we want to change this. We can’t wait to finally see our first TV ad on the channels of ProSiebenSat.1 and on Joyn in spring 2025. With TV advertising, Planted will continue to establish itself in the mass market as the trusted, sustainable, healthy and, above all, delicious plant-based meat brand. We are excited to win over more Planted customers through our first TV campaign in partnership with SevenVentures.”

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