{"id":22247,"date":"2021-10-18T09:24:58","date_gmt":"2021-10-18T09:24:58","guid":{"rendered":"https:\/\/www.grocerygazette.co.uk\/?p=22247"},"modified":"2021-10-18T11:12:47","modified_gmt":"2021-10-18T11:12:47","slug":"flexitarian-startup-allplants-raises-38m","status":"publish","type":"post","link":"https:\/\/www.grocerygazette.co.uk\/2021\/10\/18\/flexitarian-startup-allplants-raises-38m\/","title":{"rendered":"\u2018Flexitarian\u2019 startup allplants raises \u00a338m"},"content":{"rendered":"<p><!-- VideographyWP Plugin Message: Automatic video embedding prevented by plugin options. --><br \/>\n<span style=\"font-weight: 400;\">A vegan meal delivery service for \u201cplant-curious people\u201d has raised \u00a338 million as \u201cflexitarians\u201d cut down on their meat consumption.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The funding for allplants was led by Draper Esprit, the firm which has ploughed money into Revolut and Trustpilot.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It is reportedly the biggest \u201cSeries B\u201d &#8211; second round &#8211; of venture investment raised by a European vegan food company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">allplants will use the funding to double the size of its Walthamstow facility, already Europe\u2019s largest vegan kitchen.<\/span><\/p>\n<p style=\"text-align: center;\"><strong>READ MORE:\u00a0<a href=\"https:\/\/www.grocerygazette.co.uk\/2021\/06\/23\/might-plants-supermarket\/\">Mighty Plants launches online vegan supermarket<\/a><\/strong><\/p>\n<p><span style=\"font-weight: 400;\">The company, founded in 2017 by brothers Jonathan and Alex Petrides, delivers frozen meals including butternut and spinach curry, tofu pad Thai and lentil moussaka.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It delivers to 12,000 subscribers per week and plans to reach sales of \u00a320 million this year.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, Jonathan Petrides told <\/span><a href=\"https:\/\/www.thetimes.co.uk\/article\/allplants-beefs-up-firepower-for-vegan-food-deliveries-lvxm5qlrw\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">The Times<\/span><\/i><\/a><span style=\"font-weight: 400;\"> this was \u201ca really small number\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe\u2019re nascent compared to more established meal delivery companies and grocers so there\u2019s so much opportunity to go after,\u201d he continued.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most of allplants\u2019 customers are flexitarians &#8211; people who want to eat less meat, fish and dairy &#8211; rather than vegans or vegetarians.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cI thought we would be playing in a vegan niche, but we soon found more than half our customers weren\u2019t veggie,\u201d Petrides said.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cSo we\u2019ve focused on what we call plant-curious people.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vegan foods have recently caught on among consumers, with major grocers expanding their meat-free ranges.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tesco recently revealed it would encourage shoppers to buy more plant-based meals in its push for net zero by 2050.<\/span><\/p>\n<p style=\"text-align: center;\"><em><strong><a href=\"https:\/\/www.grocerygazette.co.uk\/subscribe-to-newsletter\/\" data-ol-has-click-handler=\"\">Click here to sign up to Grocery Gazette\u2019s free daily email newsletter<\/a><\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A vegan meal delivery service for \u201cplant-curious people\u201d has raised \u00a338 million as \u201cflexitarians\u201d cut down on their meat consumption.<\/p>\n","protected":false},"author":62,"featured_media":22248,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[154,4871],"tags":[6688,5747,5934,6690,5749,2419,6689,2235,4049,6691],"_links":{"self":[{"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/posts\/22247"}],"collection":[{"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/users\/62"}],"replies":[{"embeddable":true,"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/comments?post=22247"}],"version-history":[{"count":2,"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/posts\/22247\/revisions"}],"predecessor-version":[{"id":22250,"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/posts\/22247\/revisions\/22250"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/media\/22248"}],"wp:attachment":[{"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/media?parent=22247"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/categories?post=22247"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.grocerygazette.co.uk\/wp-json\/wp\/v2\/tags?post=22247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}