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Tag: V2Food

  • V2food Acquires Daring Foods, Forms Alliance With Ajinomoto In Global Expansion Move

    V2food Acquires Daring Foods, Forms Alliance With Ajinomoto In Global Expansion Move

    V2Food, an Australian alternative meat company that emphasizes plant-based products, has made a significant stride in its worldwide expansion by acquiring Daring Foods, a company based in the United States, and forming a strategic alliance with Ajinomoto, a renowned Japanese food conglomerate.

    According to V2Food, this deal integrates its proprietary protein technology with Daring’s robust retail footprint in the U.S. and Ajinomoto’s extensive global reach and food science expertise that spans over a century.

    Merging Technological Capabilities

    Tim York, the CEO of V2Food, commented on the newly formed partnership. He believes that merging their technological prowess with Ajinomoto’s global scale and profound knowledge in food science, as well as Daring’s tested market triumph, will result in an influential platform for sustainable nutrition. This platform will not undermine the taste or quality of the food.

    Daring, which currently ranks as the top unbreaded plant-based chicken brand in the U.S., will maintain its brand name and operations. The acquisition, however, enables the brand to serve as a springboard for the introduction of V2Food’s products to the American market.

    Key Roles of Ajinomoto

    Ajinomoto will play a crucial role in expanding the business on an international scale, concentrating on Asia and Africa. These regions are currently witnessing a surge in demand for accessible and sustainable protein sources.

    Shigeo Nakamura, the president and CEO of Ajinomoto, spoke about the strategic association between Ajinomoto and V2Food. He emphasized the mutual dedication of both companies to revolutionizing the global food system through innovation, sustainability, and co-creation in technology and business development. All these efforts are geared towards contributing to the well-being of individuals, society, and our planet.

    Future Plans

    Both companies plan to introduce clean-label products to the market, including a line of frozen meals. These products are aimed at meeting the consumer demand for healthier, more natural plant-based options. V2Food’s technology features methylcellulose-free formulations and an innovative use of algae for colour.

    Questions & Answers

    What is the significance of V2Food’s acquisition of Daring Foods and partnership with Ajinomoto?
    Answer: These strategic steps mark a major milestone in V2Food’s global expansion, combining V2Food’s protein technology with Daring’s established US market presence and Ajinomoto’s extensive food science expertise and global reach.

    What role will Ajinomoto play in this partnership?
    Answer: Ajinomoto will help scale the business internationally, with a primary focus on Asia and Africa where the demand for accessible and sustainable protein sources is on the rise.

    What future plans do the companies have?
    Answer: The companies plan to launch clean-label products, including a frozen meal line, to meet the consumer demand for healthier, more natural plant-based options. Additionally, they will make use of V2Food’s innovative technology that involves methylcellulose-free formulations and algae-based colouring.

  • V2Food launches Taste-a-tarian campaign with 1000 free burgers

    V2Food launches Taste-a-tarian campaign with 1000 free burgers

    Hero has released its first major work for plant-based meat company V2Food since winning the creative and strategy back in April this year, which is also the brand’s first campaign.

    The ‘Taste-a-tarian’ campaign presents V2Food as the option that satisfies every dietary requirement, as well as launches V2Food’s new brand platform ‘We agree to V2’.

    The just over a minute spot shows a family sitting down for dinner, with each member having a specific diet that needs to be catered for. At the end of the spot, it is revealed that V2Food will satisfy everyone as everyone is a “Taste-a-tarian”.

    There is also a 30-second cut of the video.

    V2Food’s chief growth officer Andrew May said: “As Australians, we cherish meal-times and social occasions and it’s our goal at v2 to deliver great tasting food that satisfies every palate. Our ‘Taste-a-tarian’ campaign shows that v2’s range of plant-based protein products deliver that same meaty taste and makes meals easy, no matter your dietary preference. We can’t think of a better campaign launch to kick off our partnership with HERO, who delivered a fully integrated campaign across strategy, creative, media planning and media implementation.”

    Hero’s managing director, digital Adam Beaupeurt added: “We’re thrilled to launch our first major campaign with V2food. By recognizing that there is a need for a version 2 of the food system, v2food plays a pivotal role in changing the way we all think about meat consumption and food sustainably. This is another brilliant example of media and creative integration delivered by Hero’s Borderless Creativity process – paramount to ensuring the brand entertains and connects with the 50% of Aussies who are looking at reducing their meat intake.”

    The campaign premiered during Ten’s Celebrity Masterchef finale last night.

    The campaign, as well as TV, is on out-of-home, retail proximity, BVOD, social, digital, and electric car charging station Jost.

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