Plant-based meat supplier The Livekindly Collective is gearing up to enter China.

Kees Kruythoff, The Livekindly Collective’s chairman and CEO, told just-food the business is looking to launch products in the market in the second half of the year.

In an interview with just-food, Kruythoff said the US-based group plans to sell more than one brand in the country. The company is preparing to launch one of its existing brands in China, as well as a product developed for the market.

“We have developed already a unique Chinese brand positioning,” Kruythoff revealed. “It’s very, very, very exciting. We will have a local brand crafted [and] we will have international brands coming into China. We will have an international roll-out of LikeMeat there.”

Known until early 2020 as Foods United, The Livekindly Collective is, through a series of acquisitions, home to brands including Germany-based LikeMeat, Sweden’s Oumph and South Africa’s Fry Family Food Co.

Kruythoff indicated M&A might also form part of The Livekindly Collective’s plans for China, one of two new “priority” markets for the business, alongside the US.

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

“You get a combination of what we will launch and basically roll out as international brands, crafting a brand specifically and then combined or complemented with potential M&A if it happens or not,” he said.

Earlier this week, The Livekindly Collective announced it has attracted more investment.

The Rise Fund, part of private-equity firm TPG, led the funding round, with existing investors including the investment arm of Rabobank also taking part.

In a statement, The Livekindly Collective said the investment was “a growth funding round” of US$335m, a pot that includes $135m converted from a prior tranche of funding. In all, the business said it has raised $535m in its first year.

For the full interview with Kruythoff, click here.

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now