Who is Katjes Greenfood?
Katjes Greenfood is the dedicated investment platform of the Katjes Group and a leading investor in the Future Food sector. We back high-growth, innovative food companies with the potential to shape the future of nutrition.
Our mission is to partner with ambitious start-ups and scale-ups, helping them build distinctive brands, accelerate growth, and establish the next generation of food trends.
Our Investment Criteria:
• Innovation & Love Brand Potential:
We focus on differentiated products and concepts that address today’s and tomorrow’s consumer trends—and have the potential to evolve into emotionally engaging Love Brands.
• Investment Stage:
We primarily invest in scale-ups and established businesses with a clear growth strategy, meaningful revenues, and a scalable business model.
• Value Creation:
Capital is only part of what we offer. Our portfolio companies benefit from more than 70 years of industry expertise within the Katjes Group, access to a strong international network, and hands-on support across branding, marketing, and finance.
Building Love Brands is part of our DNA. Our sister company Katjes has not only become one of Germany’s most successful confectionery brands but has also been a pioneer in Green Food. Since 2016, every Katjes product has been vegetarian, and today the majority of the portfolio is vegan.
This heritage shapes our investment philosophy. We invest in innovative food concepts that delight consumers while redefining the future of food. Combining our expertise with the strength of the Katjes Group, we help ambitious brands unlock their full potential—creating future-ready brands for a future-ready lifestyle.
From high-protein nutrition and clean eating to low-calorie diets, healthy eating is personal. Sometimes, eating well also means treating yourself and enjoying a snack. Balance is the key!
This is one reason why self-determination has become a defining trend in modern food culture. Every individual has their own definition of enjoyment, and our portfolio is designed to provide equally individual solutions.
The way we eat can have a positive impact on both people and the planet. Depending on the foods we choose, a more plant-forward diet can contribute to lower greenhouse gas emissions.
Our portfolio companies develop innovative products that make more efficient use of resources while empowering people to make food choices that reflect their own needs and lifestyles.
Creating meaningful change takes time. Long-term impact requires compelling alternatives—that is the guiding principle behind our investment strategy.
We back food innovations that respond to consumers’ real needs: products that deliver enjoyment without compromise and practical alternatives for everyday life. Together, we can help shape a more sustainable and enjoyable future of food.
High-protein, clean eating and low calorie diets: Healthy nutrition is individual. And sometimes eating healthy means allowing yourself to enjoy the occasional treat – Balance is the key! Today, self-determination is a massive trend in food culture. Everybody individually defines indulgence. With our portfolio, we want to help provide individual solutions for every individual.
A healthy lifestyle creates a healthy planet. That’s true. A reduced consumption of CO2-intensive foods, such as meat or cow’s milk, also allow our planet to breathe easier in the long run. The brands in our portfolio are working on the development of innovative products that sustainably save resources and help each individual change their own diet with joy and ease.
Change doesn’t happen overnight. If you want to achieve real change, you also have to create real alternatives. That is the goal of our investments. We focus on food innovations that address people’s needs: Pleasure without sacrifice, ecological action without the moral pointing finger. If we work together to flip the switch in our minds, we can leave green footprints in the long run.
With the acquisition of Genius, the UK’s leading gluten-free bakery brand, we completed our first majority investment in 2022—a significant milestone in our ambition to actively shape the future of the food industry through strategic investments.
Our ability to unlock a brand’s full potential delivers the greatest impact when partnering with scale-ups and companies that have already established a market presence.
Whether a start-up, scale-up, or established business, we don’t invest according to a fixed formula—we invest where we see exceptional potential and the opportunity to create lasting value.
We assess
whether a company is the right fit for Katjes Greenfood based on criteria
including:
For every investment, we evaluate where Katjes Greenfood can make the greatest strategic contribution. Key factors include:
With our sister company Katjes by our side, we bring more than seven decades of experience in the food industry. As an award-winning brand with a long-term vision and an international perspective, we help founders elevate their brands and products to the next level.
»Mit Katjes Greenfood hat es menschlich einfach gepasst. Gemeinsam entwickeln wir unsere Marke weiter und schaffen noch schneller einen neuen, gesünderen Standard für Ketchup & Co. Freut Euch schon jetzt auf unseren Marken-Relaunch, an dem wir aktuell gemeinsam arbeiten.«
Joella & Jesko – Gründerteam
»Unser Gastro-Konzept war bereits schnell ein voller Erfolg. Mit dem Investment sind wir dann aber nochmal einen Schritt weitergegangen: Katjes Greenfood hat mit uns Produkte für den LEH entwickelt, uns bei Themen wie Vertrieb & Packaging unterstützt sowie viele wichtige Kontakte hergestellt.«
Leandro – Co-Gründer
»With Katjes Greenfood, we were able to take our business, vegan dog food, to a new level. In addition to advice on branding, we sought support especially on financial topics and very successfully implemented two crowdfunding campaigns on this basis.«
Tessa & Valerie – Founding Team
»Healthy muesli made from regional ingredients has been a largely unknown product in the United States in the past. Along with Katjes Greenfood, we’ve managed to make both muesli and our Seven Sundays brand truly synonymous with healthy breakfast.«
Hannah & Brady – Founding Team
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Katjes Greenfood ist ein deutsches Investmentunternehmen, das sich auf innovative Lebensmittel- und Konsumgüterunternehmen spezialisiert hat. Das Unternehmen investiert in wachstumsstarke Marken, die das Potenzial haben, zur Love-Brand von morgen zu werden.
Katjes Greenfood stands for Future Food. Our mission is to support companies that embrace emerging food trends and develop innovative products for their target audiences. Whether the focus is on indulgence, plant-based products, or personalization, the common denominator is staying ahead of consumer trends.
Katjes Greenfood invests in innovative companies across the food and consumer goods sectors. Our focus is on brands with scalable business models, differentiated products, and strong growth potential.
To qualify for an investment, companies should have a scalable business model, a strong founding team, and a clearly differentiated product or proposition. Strong market potential and proof of concept through initial commercial traction are also essential.
Our portfolio includes a range of high-growth brands, including the muesli manufacturer mymuesli, the British gluten-free bakery producer Genius, the Cologne-based company Cookie Bros, the sauce brand Hellotaste, the U.S. breakfast brand Seven Sundays, and the vegan dog food company Vegdog.
Start-ups can apply directly through our website by submitting their business model, product, and growth strategy. A clearly differentiated market positioning and proven commercial traction are particularly important.
Katjes Greenfood is the dedicated investment platform of the Katjes Group. While Katjes focuses on the confectionery market, Katjes Greenfood invests in innovative food businesses as its sister company. Katjes International, the Group’s third sister company, focuses on acquiring established brands and unlocking their long-term brand value.
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