SevenVentures invests in food startup GREENFORCE

Unterföhring, February 25, 2025 SevenVentures GmbH is making a media-for-equity investment in the mid-single-digit millions in GREENFORCE FUTURE FOOD AG, the company behind the GREENFORCE brand of plant-based foods. Thanks to the cooperation with SevenVentures, the food startup will be able to draw on the reach and marketing power of the ProSiebenSat.1 Group in the coming years.

The food tech company has made it its mission to establish a plant-based diet as the norm in society. It sells products based on pea protein via its own online store, in bricks-and-mortar stores and to restaurant partners, including vegan cooked ham, vegan Leberkäse, vegan Wiener sausages and vegan meatballs. The founders and managing directors Thomas Isermann and Hannes-Benjamin Schmitz have already attracted prominent investors such as TV presenter Joko Winterscheidt, professional footballer Thomas Müller and Holger Beeck, ex-German head of McDonalds. The Munich-based company's product range is now available at more than 14,200 retailers, including Rewe, Edeka, Müller, Kaufland, Tegut, Globus and Hit.

Following an extensive brand rebranding at the beginning of the year, GREENFORCE has now launched the wide-ranging "Heiß Geliebt" campaign around the first plant-based cooked ham for heating. The 360° campaign picks up on familiar food classics and places pure enjoyment at the center of undogmatic and humorous communication. "Heiß Geliebt" relies on a cross-media concept: strong sales measures in retail such as tastings or couponing are seamlessly intertwined with TV, digital, social media and influencer cooperations to further expand GREENFORCE's brand awareness and create new purchasing impulses. A key component of the campaign is the company's first TV commercial, which incorporates the well-known song lyrics "A sandwich with ham" with a wink and catchy tune potential to get lovers of ham and cheese toast, ham pasta or ham pizza excited about GREENFORCE's innovative products.

Christopher Halbig, Management Team SevenVentures: "GREENFORCE's new branding and brand positioning perfectly reflect the company's purpose of establishing delicious vegan meat substitutes as a matter of course in the entity - without a preachy tone, but with an authentic enthusiasm for plant-based nutrition. Together, we want to ensure that the vegan version of Leberkäse, Weißwurst and co. becomes standard in German fridges. We are particularly pleased to invest in another local startup with GREENFORCE and thus further support the Munich startup ecosystem."

Kathleen Schied, Chief Marketing Officer at GREENFORCE: "We are showcasing Greenforce as a brand with witty words, fresh storytelling and well thought-out media planning. Throughout the year, we show that our brand and our products stand for uncompromising enjoyment and fun. At the same time, we don't always take ourselves too seriously. We transform the prevailing narrative of the substitute product into a lifestyle that inspires people to make the better choice. Food is passion and pleasure - even with plant-based products.”