New Food division of Pfeifer & Langen Industrie- und Handels-KG acquires stake in British vegan veggie pioneer VBites
International partnership in product development, production and sales
The British company VBites (plant-based meat, fish and dairy product alternatives) and the New Food division (functional foods) of Pfeifer & Langen Industrie- und Handels-KG have concluded a far-reaching partnership for the development of plant-based foods, their production as well as for sales cooperation. In order to be able to help shape this medium and long-term process, the New Food division has acquired a stake in VBites (25.1 percent). This stake in VBites is complementary to endori (New Food division) and its production of plant-based foods. Both companies share a deep understanding of value chains from the raw material base to consumer demand, with the aim of developing them further towards sustainable business. One starting point is to produce the products from self-controlled, preferably regional cultivation, while expanding the raw material base in such a way that the category of plant-based foods is also further developed in terms of taste relevance.
International partnership in product development, production and distribution: New Food division of Pfeifer & Langen Industrie- und Handels-KG acquires stake in British vegan veggie pioneer VBites.
Pfeifer & Langen Industrie- und Handels-KG
"The broader product range in combination enables mutual support in the expansion of sales beyond the respective category boundaries previously worked on. For example, vegan, functional fish or cheese products (or also algae-based products) of the VBites brand can be placed in the German market. Conversely, plant-based meat alternatives from endori can enrich the VBites range and be sold internationally in the established VBites channels, while at the same time international key customers and the core markets can be worked on more intensively across countries," says Benjamin Rekab, Managing Director of the New Food business segment of Pfeifer & Langen IHKG.
The company VBites of the entrepreneur Heather Mills (since 1993) belongs to the pioneers in the British food sector 'plant based food' and is one of the leading producers of plant based food in Europe. The range comprises around 140 products. Heather Mills: "Both companies are united by their strong ambition to offer sustainable and tasty plant-based foods. Moving away from animal-based meat, fish and cheese products helps to save the climate. This partnership is not just a strategic market offensive - but the future of our planet and the quality of life for all of us simply depends on projects like this."
endori is part of the New Food division of the German Pfeifer & Langen Industrie- und Handels-KG. The companies of the New Food division produce and distribute functional foods. endori produces meat alternatives from plant protein - so far mainly from the main raw material pea. The partnership with VBites aims at the implementation of a medium and long-term strategy with regard to the joint further market development of the internationally growing nutrition category 'plant based food'. endori founder Friedrich Büse: "With the partnership we link and multiply research and development, market research, production and distribution on an international level. Unlike many of our competitors, we are pursuing a field-to-fork strategy. In other words, we want to consistently manufacture our products from self-controlled, preferably regional cultivation of plant-based raw materials. For example: In the Rhineland, we are already growing our own endori peas on 500 hectares next year. Overall, we go our own way in the selection of raw materials - for example, by using field beans, oats or algae. Especially since the type, quality and interaction of the raw materials essentially determine the taste of the products. This holistic approach guides us in our goal of becoming one of the category-defining players in the area of plant-based foods." Plans are in place to expand production capacity in the North East of the UK to enable production volumes to be scaled up once Corona restrictions in the foodservice and grocery sectors recede.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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