Spain-based snacks supplier Grefusa has announced the first investment from its in-house investment arm, backing gaming app Play&go Experience.

Grefusa set up its investment division, Grefusa Ventures, last year. The investment in Play&go Experience is the division’s first.

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The snacks maker has declined to reveal the size of the stake it has taken in the Valencia-based business, which on its website says “helps organisations in their process of digital transformation through gamification”.

Grefusa explained to just-food why it had invested in Play&go Experience. “The participation of Grefusa in this Valencian start-up is clearly thanks to the strategy of the company, which promotes and supports new business initiatives throughout the Grefusa Ventures platform. In this continuous support for innovation and entrepreneurship of the firm, Grefusa will keep collaborating with specialised technological companies, which will let it evolve and reach the consumer through new channels.”

In a statement on its website, Play&go Experience, which was founded in 2017, said the tie-up would help Grefusa “connect in a new way with its younger consumers”.

Jordi Diaz, the CEO of Play&go Experience, added: “Incorporating Grefusa as investment partner, as well as a customer, is a milestone in the short but intense history of the company. It will allow us to grow and evolve our technology platform into a sector that needs to know, connect and convert better the younger segment of customers.”

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Grefusa said it was looking to make more investments through its new division. “With Grefusa Ventures we want to help build the future of snacks by supporting not only companies that make and sell salty snacks – and are also seeking, besides funding to grow, an industrial partner that could support them in the areas that the company needs to improve – but also technological companies or firms that have innovative business models within the food sector and are currently looking for funding in initial funding rounds.”