vanilla bean | Updates

By Bastian Schumacher

Why vanilla bean focuses on vegan offerings


Dear Companists,

One of the most frequent comments we receive from you refers to our 100% vegan offering. Why do we deliberately limit ourselves? Wouldn't it be better to also sell vegetarian and meat dishes?

In our pitch deck and previous comments, we already explained that it makes sense to specialize; to reach a certain target group - not just strict vegans, but conscious consumers - in order to differentiate ourselves from the big delivery platforms. We have also briefly addressed the environmental problem of animal farming several times. But that's not what we're talking about today - we're talking why it pays off financially and who's currently investing in vegan offers.

But first, we want to share this great news with you:


vanilla bean crosses investment threshold

After a successful campaign launch, we were able to cross the investment threshold of EUR 100,000 last week thanks to your support! Once again: many thanks to all Companists who have placed their trust and support in us. Our team is more motivated than ever to hit the road with our packaging-free and vegan delivery service!


Why vanilla bean focuses on vegan offerings

Large meat giants are increasingly banking on vegan alternatives. For altruistic reasons? Certainly not. It's because the market is moving in this direction. For example, the PHW Group, the largest German poultry breeder and processor and one of the largest companies in the German food industry (including Wiesenhof), is investing in vegan alternatives. "More and more consumers want to make their diet as varied as possible and are looking for an alternative to animal products," says the company.

The PHW Group invests in vegan-only startups such as Good Catch (vegan fish products) and SuperMeat. The PHW Group is also the exclusive distribution partner of Beyond Meat. "With its signature product, the Beyond Burger, Beyond Meat has already succeeded in revolutionizing the market by introducing the first plant-based burgers," the meat producer raves.

Beyond Meat is currently estimated at USD 550 million. Its investors also include Bill Gates, Leonardo DiCaprio, Twitter co-founder Biz Stone, former McDonalds's CEO Don Thompson - and the largest meat producer in the USA, Tyson Foods. Are strict vegans the only customers? No. Beyond Meat found that 93% of supermarket customers who buy vegan burgers are not vegan.

Bill Gates' portfolio also includes Impossible Foods - another vegan burger startup in which Google Ventures and UBS have also invested - and Memphis Meats, a clean-meat startup which counts Richard Branson among its investors. (Clean meat, also known as cultured meat, does without slaughtering). "I think that in the future clean meat and plant-based meat will become the norm, and in 30 years it is unlikely that animals will need to be killed for food," says billion-dollar entrepreneur Richard Branson.

Another investor in Memphis Meats: Cargill, one of the largest beef producers in the world.

"The future belongs to the vegan sausage and the vegetable schnitzel," says Godo Röben, Managing Director of Rügenwalder Mühle. The German company with a rich tradition now generates more than 30 % turnover with vegan and vegetarian products.

Nestlé, the world's largest food company, is also committed to vegan development. The company is forecasting sales of one billion US dollars over the next ten years for its plant-based product range.

Growth is not limited to vegan meat and fish alternatives. The global market for plant-based dairy products is also booming. While it was estimated at USD 17.3 billion in 2018, it is estimated to rise to USD 29.6 billion by 2023.

Forbes considers the vegan lifestyle to have arrived in the mainstream in 2019 and describes it as "one of the hottest trends of recent years". The Economist declared 2019 the "Year of the Vegans". "Where Millennials go, companies and governments will follow," writes the business magazine. In 2017/18, sales of vegan products in the USA grew ten times faster than the food market as a whole.

However, there is still no provider in the growing delivery market who specializes in the increasing demand for vegan food. With your help, dear Companists, we can be the first to conquer the market of the future now!


vanilla bean - Vegan Investments


vanilla bean in the news

Our packaging-free delivery concept continues to arouse interest among the press. Last week, I talked to, a digital branch of the Mittelbayerische Zeitung. Our co-founder and CEO Fabian Kreipl spoke with the business magazine Business Punk. The article was so successful that Business Punk declared it the "favorite of the week" on Facebook and posted it a second time.

The coming week will see interviews with BIOwelt, the monthly business magazine covering the entire organic market, and with Socialpreneur Podcast, a podcast for social entrepreneurs in German-speaking countries.


What else happened

Our co-founder and CDO Tobias Kreß took part in the first of two exclusive "invitation-only" Apple App Store events in Berlin last week. The participating companies were handpicked. The event offered exclusive insights into how the App Store works and provided good networking opportunities.

Fabian Kreipl represented vanilla bean at the V-Edge Congress in Munich last weekend. He was invited to the panel discussion "How young companies want to improve the world".


More in the next update!

Best greetings,



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