Who is Katjes Greenfood?
We are the Katjes Group’s specialist food investor and a leading VegInvestor in the Better-For-You segment. We invest selectively in high-growth, innovative food companies with the potential to shape how people eat and live tomorrow. We help start-ups and scale-ups build strong brands and turn emerging food trends into lasting market success.
Our investment criteria:
• Innovation & Love Brand potential:
We focus on differentiated products and concepts that address current and future consumer trends – and have the potential to develop into strong, emotionally resonant brands (“Love Brands”).
• Company stage:
We primarily invest in scale-ups and established companies with a clear growth strategy, significant revenue and a scalable business model.
• Strategic value:
In addition to capital, we provide our portfolio companies with access to more than 70 years of industry expertise within the Katjes Group, a strong network and operational support in marketing, branding and finance.
We know what makes a Love Brand: our sister company Katjes is not only a successful brand in its own right, but also a pioneer in green food. Since 2016, all Katjes products have been vegetarian, and the majority of its range is now vegan.
That is why we primarily invest in innovative food concepts that combine conscious eating with enjoyment and inspire consumers in their everyday lives. Drawing on our expertise and the Katjes Group’s network, we develop these concepts into brands with strong consumer appeal: Better-for-You brands with Love Brand potential.
From high-protein and clean eating to reduced-calorie products, better choices mean different things to different people. And sometimes they simply mean enjoying a well-earned treat. Balance is key!
Personal choice is shaping today’s food culture. Everyone has their own idea of enjoyment, and our portfolio reflects that with a wide range of options designed for everyday life.
What we eat can make a difference to the environment and the climate. Depending on the foods we choose, a more plant-forward diet can help reduce greenhouse gas emissions.
Our portfolio companies develop innovative products that aim to use resources more efficiently while giving people greater freedom to eat in a way that works for them.
We look for brands that have already proven their concept in the market and are ready for their next stage of growth. They need a scalable business model, clear growth plans and a realistic path to profitability.
For us, a strong product and brand must offer more than short-term appeal. They need the potential to stay relevant and succeed over the long term.
From high-protein and clean eating to reduced-calorie products, better choices mean different things to different people. And sometimes they simply mean enjoying a well-earned treat. Balance is key!
Personal choice is shaping today’s food culture. Everyone has their own idea of enjoyment, and our portfolio reflects that with a wide range of options designed for everyday life.
What we eat can make a difference to the environment and the climate. Depending on the foods we choose, a more plant-forward diet can help reduce greenhouse gas emissions.
Our portfolio companies develop innovative products that aim to use resources more efficiently while giving people greater freedom to eat in a way that works for them.
We look for brands that have already proven their concept in the market and are ready for their next stage of growth. They need a scalable business model, clear growth plans and a realistic path to profitability.
For us, a strong product and brand must offer more than short-term appeal. They need the potential to stay relevant and succeed over the long term.
Our acquisition of Genius in 2022 marked our first majority investment. Since then, our approach has continued to evolve. Today, we invest through majority stakes as well as selected, significant minority stakes.
We can make the greatest difference when helping scale-ups and established market players unlock the full potential of their brands.
Whether we are working with a start-up, scale-up or established company, we invest in potential and shared value – never by a fixed formula.
To assess whether a company is a good fit for Katjes Greenfood, we focus on the following criteria:
For an investment to succeed, we need to understand where Katjes Greenfood can add genuine value. We consider the following factors:
With our sister company Katjes by our side, we can draw on more than 70 years of experience in the food industry. Its strength as an award-winning brand, long-term outlook and international strategy help us take 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
get in touch
get in touch
get in touch
Katjes Greenfood is a German investment company specialising in innovative food and consumer brands. We invest in high-growth businesses with the potential to become the love brands of tomorrow.
Katjes Greenfood stands for Better Food. We support companies that understand how food habits are changing and create innovative products for increasingly conscious consumers. Whether the focus is enjoyment, plant-based food or personal choice, the idea needs to be relevant to the way people want to eat today and tomorrow.
Katjes Greenfood invests in food and consumer-goods companies. We focus on innovative brands that combine compelling products with scalable business models.
We look for start-ups with a scalable business model, a strong founding team and a clear point of difference. They must also demonstrate market potential and provide proof of concept through initial sales.
Our portfolio brings together a range of high-growth brands, including muesli producer mymuesli, British gluten-free bakery brand Genius, Cologne-based Cookie Bros, sauce brand hellotaste, US breakfast brand Seven Sundays and vegan dog-food company VEGDOG.
Start-ups can apply directly through our website and tell us about their business model, product and growth strategy. A clear market position and proof of concept are particularly important.
Katjes Greenfood is an independent investment arm within the Katjes Group. Katjes operates in traditional confectionery markets, while its sister company Katjes Greenfood focuses on innovative investments. A third sister company, Katjes International, acquires established brands and develops their long-term value.
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