We are thrilled to partner with Ryan Williams to publish our 2018 U.S. Food & Beverage Startup Investment Report. A reformed banker, Ryan now leads finance and special projects for RISE Brewing Co., an award winning nitro cold brew coffee brand. On the side, he likes techno, backpacking, helping other food entrepreneurs, and long walks through the grocery store.
With acquisitions on the rise and more capital flowing into the industry, 2018 was another great year for U.S. based food and beverage startups. The year saw $1.45 billion invested across 200 disclosed deals, according to our research. In total, there were 247 reported financings in 2018. The largest check size of the year was for $114 million to Impossible Foods, with a median check size of $2.4 million (down from $3.9 million in 2017) and average check size of $7.3 million (up from $8.9 million in 2017). Despite a slight decline from 65 deals in 2017, M&A remained strong with 59 branded food and beverage deals closed in 2018, according to data compiled by Houlihan Lokey.
Our Investment Report examines U.S. based food and beverage investor trends, investment trends by category, and overall industry trends from 2018. Additionally, the report concludes with a detailed overview of notable exists and investments.
Please note, we used new data sources for 2017 and 2018 figures. Please do not refer to 2017 figures in our prior report for comparison purposes, as updated data alters prior year results. Improvements to our tracking and methodology allowed us to better track deal activity in 2018 than the year prior, allowing us to catch some of the smaller deals that are less widely publicized. We also began tracking three new categories, including CBD & THC, meal kits, and supplements.
The database underlying this report relies on a variety of public sources of information such as industry publications, SEC filings, Crunchbase, newsletters, and social media to track investments made by by angel investors, incubators, venture capital firms, and private equity firms. While a best effort is made, no guarantee is given regarding its comprehensiveness or accuracy. The database covers the U.S. branded food and beverage category, which includes in-market products sold to consumers through e-commerce or traditional retail channels.
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Click on the links below to easily navigate this report.
1. Investor Trends
2. Food & Beverage Investment Category Data & Trends
3. Notable 2018 CPG Trends
4. Notable Exits
5. Complete List of 2018 Food & Beverage Investments
On the investing side, 2018 was more focused on maturation than innovation. Last year saw the full scale arrival of traditional tech investors, the advent of data-driven funds such as CircleUp, and the emergence of mega rounds backing category leaders. These strategies continued through 2018, albeit directed at the ever widening scope of exciting categories and trends, from plant-based to CBD.
As more investors have flocked to food, capital providers have sought to differentiate their dollars. CircleUp, for example, notes on its website: “We now provide not only access to capital, but also introductions to retailers and strategics, as well as actionable insights, powered by our machine learning platform, Helio.” Similarly, influencer-centric Wild Ventures specializes in online distribution and sales. It has assembled an investor syndicate of wellness influencers that can help drive direct sales. Bringing something unique to the table is becoming increasingly important and VCs are seeking to establish their value-add.
Some investors are generalists, investing in a wide variety of brands. One of the most active firms this year, AccelFoods, participated in 17 deals ranging from bone broth (Bonafide Provisions) to cold brew coffee (Wandering Bear). Cambridge SPG was also lively, closing seven deals in brands such as Vive Organic, Tosi Health, and Once Upon a Farm. More frequent participation helps firms learn faster, diversify their risk, and double down on category winners.
While other investors target specific sectors, particularly when it comes to plant-based. New Crop Capital, Powerplant Ventures, and Stray Dog Capital have all built impressive portfolios by focusing exclusively on the industry’s continued embrace of alternatives to meat, seafood, and dairy. Other niche focused investors include The DTX Company, Elizabeth Street Ventures, and Outbound Ventures, which have concentrated on e-commerce standouts such as Dirty Lemon, RISE Brewing Co., Ark Foods, and spero.
Just as interesting as who came to the table in 2018 is who didn’t. Whereas tech focused VC firms made many showings in 2017, very few of the big names closed new deals in 2018. Neither Accel, Andreessen Horowitz, Box Group, First Round Capital, Greycroft nor GV did a food related deal. Only Horizons Ventures, which placed tech angled bets on Endless West, Impossible Foods, and Perfect Day; Kleiner Perkins, with its check to Beyond Meat; and Khosla Ventures, with its participation in Perfect Day and Ripple, represented the tech set. The intersection of new technology paired to food brands most excites this group.
Also worth noting is the distribution of deal activity more generally. Of the 412 investors tracked in 2018, 160 wrote no checks at all. While some of that group may have quietly shuttered or some deals went unnoticed, the 202 active firms were still predominantly one check ponies. Of the 430 tracked checks written in 2018, nearly half (45 percent) came from just 30 firms. Another notable development is that A-tier firms appear to be increasing the size of their investment, while decreasing their investment frequency. VMG, for example, made just four disclosed investments in 2018, but the rounds in which they participated averaged $37 million, including Ancient Nutrition ($108,000,000), SmashMallow ($10,000,000), Spindrift ($20,000,000), Humm Kombucha ($10,000,000).
In 2018, an expanded array of corporate VCs began to invest off their balance sheets, following the precedent set by name brand corporate venture incubators and funds such as Coke’s Venture Emerging Brands (“VEB”). Ingredient supplier Döhler Ventures, for example, has taken positions in Bizzy, Vive Organic, Vrai and Your Super. WeWork’s Food Labs, which wasn’t officially announced until March 2019, had nonetheless begun meeting with brands and touting its global reach before the new year.
As usual, however, and the above notwithstanding, the only thing more exciting than the trends within the investment community were the trends among the brands themselves.
The following is a breakdown of investments by category, including alcohol, alternative dairy, alternative protein, bars, beverages beyond water, CBD & THC, chips & salty snacks, coffee, tea & kombucha, keto, protein beverage, sweets, soups & broths, supplements, and other.
Please note, for the graphs and data presented below, every company is only classified in one category. Editorial judgement is used when determining how to group these brands.
Like 2017, there were two brands in the $100 million club. Following Brewdog ($190 million) and JUST ($150 million) in 2017, this year’s nine-figure club included Impossible Foods and Ancient Nutrition. Six of the top 20 brands (Beyond Meat, Bulletproof, High Brew, Impossible Foods, Perfect Day, and Spindrift) appeared years, raising a combined $461 million.
Besides “Other” being the largest category and encapsulating companies ranging from Once Upon a Farm to RollinGreens, the most noteworthy outcome was alternatives to dairy and animal-based protein were both the first and second tracked categories, representing one-third of the overall pie. No wonder plant-centric investment firms have had no trouble expanding their portfolios.
As compared to 2017, the quarter over quarter deal activity volumes were more stable. The two biggest quarters of the year, Q1 and Q3 also included to the two biggest deals of the year – $108 million to Ancient Nutrition in March and $114 million to Impossible Foods in October, respectively.
High Brew has been highly funded, occupying the top spot in 2018 after raising $17 million just a year earlier. Humm has also been humming along, following its 2017 raise of $10 million with another $10 million in 2018. These two leaders have been backed by what many would call the biggest respective brands on the venture side of the table – CAVU Ventures and VMG.
Note: undisclosed fundings in 2018 included Brew Dr. Kombucha, VitaCup, Wicked Lekker, Sweet A Little, Metabrew, and Vera Roasting Company.
Investor willingness to back cold-chain beverage has grown. In fact, about half of category dollars went towards cold-chain brands, led by Harmless Harvest and Dirty Lemon. What remains to be seen, however, is large CPG willingness to acquire and support such companies. For example, Coke’s relationship with Suja has proven challenging and even at $100 million in sales, Coke backed kombucha breakout Health-Ade remains unprofitable. The costs and supply chain complexities of cold-chain distribution need to be addressed before these brands can successfully integrate with publicly traded CPG portfolios.
Note: undisclosed fundings in 2018 included GIVN Water, Poppilu, and Vitox Drinking Vinegar.
Wine, beer, whiskey, and canned cocktails – alcohol investments of 2018 run the gamut of the booze spectrum. Alcohol is often considered a staid category, but in recent years, more attempts are being made to introduce truly differentiated products. Endless West, for example, employs a proprietary process to accelerate the aging of its spirits. Willie’s Superbrew offers unique flavor combinations and advocates for nutrition label transparency beyond the lax requirements afforded to alcohol producers. And finally, KeVita founder Bill Moses’s newest venture, Flying Embers, embraces the natural alcohol of kombucha for a refreshing, bubbly yet boozy, creation.
Note: undisclosed fundings in 2018 included Bodega Luigi Bosca, Laws Whiskey House, Flying Embers, Vivify Beverages, Swish Beverages and Brooklyn Gin.
Sometimes, it’s what seems less exciting that has the most potential. Case in point – B.O.U, a modern, better-for-you bouillon maker that, while competing in a lower velocity, smaller, and admittedly unbuzzworthy category, also faces significantly less competition and impediments to gaining shelf space.
Note: undisclosed fundings in 2018 included Splendid Spoon.
For diet-trend led brands, their identify is dual-defined. Is Bulletproof a keto brand that makes coffee or a coffee brand that makes keto? Nonetheless, keto deserves a mention in 2018 as it has become just as popular as gluten-free was not so long ago. Many companies, including Cave Shake, Bear Squeeze, and Quevos, wisely embrace keto while remaining cautious in fully ensconcing their identities in the trend.
Note: undisclosed fundings in 2018 included Cave Shake and Disruptive Enterprises.
Funding for CBD and THC has started to light up. Once a taboo and restricted by tight regulations, increased acceptance at the state and, perhaps soon, federal levels has opened a path for national, big-time brands. Coke CEO James Quincy continues to be skeptical, recently commenting, “The way I think about ingredients is the following: Is it legal? Is it safe? And is it consumable?…It’s not legal in the U.S…Is it safe? Science is out…We want to sell drinks that people can drink each day.” On the opposite end of the spectrum, Constellation Brands placed a $4 billion bet on Canopy Growth in October 2018, describing its view as, “extremely bullish, if not more bullish” on an earnings call. Risk-tolerant investors agree, with RTDs such as Recess and California Dreamin’ receiving millions in investment despite nascent sales data. Even if their investments go south, at least those VCs will be able to relax.
Every notable crunchy or salty snack investment of the past year went towards a non-potato based brand. Leading the group was CAVU Ventures backed Hippeas, which has raised $22 million to date on its reported path to both profitability and $100 million in sales. Following a stint of Powerplant Ventures and Zico founder Mark Rompolla briefly assuming the CEO role, Beanfields has also matured nicely.
Note: undisclosed fundings in 2018 included Quevos.
Supplements and direct-to-consumer make a great match. Low weights, high margins and the ability to target specific demographics helps explain why e-commerce has been a focus of most venture backed brands in the category. The $108 million round for Ancient Nutrition generated quite a stir. In addition to VMG and ICONIQ Capital, Ancient Nutrition attracted a veritable “who’s who” roster of angel investors. Supplements are also one of the few categorizes in which “personalization” is actually happening. Joining the likes of Care/of and Ritual, Persona, which makes customized vitamin regimens, closed a $4.5 million round from Emil Capital Partners, L Catterton, and Mindset Venture Group.
Note: undisclosed fundings in 2018 included Uplift Food, Hangnever, Cure Hydration, and Enduraphin.
It feels like not too long ago, the only protein beverage option was Muscle Milk. Over the past few years, a number of better-for-you protein brands have emerged, with unique twists to differentiate themselves from a broadening set. From REBBL’s use of adaptogens to Ample Foods’s “just add water” format, the protein enhanced beverage category reflects the rapid innovation that is occurring throughout the industry as a whole.
Investors continue to support innovation in the bar category in terms of deal frequency, with 11 brands attracting institutional dollars in 2018. The average check size, however, was just $1.9 million, significantly less than the $7.3 million average across the industry. Especially with the exits of companies like RXBAR to Kellogg and Health Warrior to Pepsi, startups are going to face an increasingly difficult time getting on shelf, getting off shelf, and ultimately, getting acquired.
Note: undisclosed fundings in 2018 included Cherryvale Farms and Milkful.
The best and brightest sweets companies prove it’s possible to survive the sugar inquisition. Whether through innovation like SmashMallow’s snackable marshmallows or moderation, as demonstrated by Chloe’s all-natural fruit pops, creating something unique, tasty, and responsibly indulgent continues to open investor wallets and consumer mouths.
Note: undisclosed fundings in 2018 included Buff Bake, Fancy Sprinkles, Good Day Chocolate, JJ’s Sweets, Little Secrets, and Van Leeuwen.
Amidst the struggles of category creator Blue Apron, many would expect investors to have written off the meal-kit category. Even though category funding is down significantly, focused offerings targeting specific dietary needs or recipe formats have received continued support, with Sun Basket’s organic options leading the charge.
Note: undisclosed fundings in 2018 included Ono Food Co.
Dairy alternatives was the top category of the year, raking in over $200 million in total investment, with three companies (Ripple Foods, Califia Farms, and Kite Hill) raising $40 million or more. In addition to the direct leaders, products from brands in other categories have also embraced the trend, with offerings ranging from oat milk cold brew coffee to almond milk based ice cream.
Second only to alternative dairy was alternative meat and seafood, which collected a combined $192 million.
Note: undisclosed fundings in 2018 included Alpha Foods.
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Notable 2018 CPG Trends
Following the playbook of brands like Warby Parker and Away, digitally native food and beverage brands began looking for ways to connect with their customers in person. Recognizing the value of in-person experiences to increase retention and lifetime value of their existing customers, while also presenting an increasingly cost effective customer acquisition channel amidst the rising prices of online ads, some of the most innovative brands launched Instagramable brick-and-mortar stores to engage with their customers offline.
Dirty Lemon, for example, launched The Drug Store, an instagram-perfect concept store in Tribeca, this past September to much fanfare. The goal of the store was to use a unique retail experience as a way to stand out in a sea of competitors with equally compelling digital marketing. Dirty Lemon is reallocating nearly all of its $4 million annual digital advertising budget to opening more Drug Stores, CEO Zak Normandin told The New York Times. More than a mere new channel for sales, the store forces customers to check out using its text-based payment flow. This brings in both sales and facilitates a digital connection. The buyer can then be marketed to via text, email and other means.
Hint, one of the leaders in D2C beverage, opened a 1,500-square foot experiential water bar in San Francisco’s Cow Hollow district where customers can sample and purchase its products. The purpose of the store is to turn Hint into an omni-channel lifestyle brand, CEO Kara Goldin told BevNET. Not to be outdone, Daily Harvest, a healthy meal delivery startup, launched a four day pop-up in New York City, which it has taken on the road to more cities in 2019. Rachel Dori, the company’s CEO, described her desire to, “to learn from and interact with consumers offline,” as its primary objective.
Far from the neon lights, crowded aisles, and disenchanted staff of traditional brick-and-mortar, these brands and more are successfully rethinking retail. By applying the same attention to detail and relentless customer focus reflected in their online experiences to their first forays in the physical world, an increasing number of food and beverage startups are successfully reimagining retail for the coming decades.
Meal kits illustrate how yesterday’s trend can quickly become today’s has-been. Once lauded as a disruptive alternative to traditional grocery purchase and prep, they have fallen out of vogue. Category creator Blue Apron’s stock price has hovered beneath $1.00 – down nearly 90 percent since its June 2017 IPO debut. Chef’d, which had raised $35 million from Campbell’s and Smithfield Foods, abruptly shuttered in July 2018. Munchery, Maple, Just Add Cooking and others have also seen their demise.
And yet, there remains hope. HelloFresh recently overtook Blue Apron as the top meal kit company in America, with revenues surpassing $1.3 billion. Sun Basket, an organic focused provider, had enough traction to close a $57.8 million round to begin the year. In their favor, meal kits offer convenience, entertainment, and personalization. Navigating fierce competition, challenging logistics and unit economics, and the retention of fickle customers over long periods will be key qualities for the winners of this space.
First they came for fat, then they came for gluten, and for the past few years, they’ve come relentlessly for sugar. While fat and gluten seem to have survived – in fact, (good) fat has recently become in vogue for followers of the keto diet – the assault on sugar sees no sign of abating. According to data published by the USDA, per capita sugar consumption has been down for four consecutive years and is now at a 30 year low.
This trend has given life to new startups, including Spindrift, Koia, Quest Nutrition and Halo Top. It has also spurred growth at legacy companies like La Croix and even forced innovation at the largest CPGs such as Pepsi, which launched its own sparkling water brand, bubly, in February 2018. The avoidance of sugar – and increasingly consumer distaste for sugar alternatives such as stevia and monk fruit – has and will continue to foster innovation in nearly all categories of food and beverage.
In the face of shifting consumer preferences, industry incumbents have been surprisingly supportive of startups developing cultured meat and seafood products. Tyson Ventures backed Memphis Meats and Future Meat Technologies. JUST (formerly Hampton Creek), which has raised about $220 million, began exploring cultured meats, with controversial CEO Josh Tetrick targeting a launch of lab-grown chicken by the end of 2018. Although that deadline has passed, the company nonetheless has expanded its offerings from mayo to cookies, egg-whites and other animal free products. While this report only covers the U.S. landscape, it is notable that Israel-based SuperMeat closed a $3 million seed round in early 2018 with participation from PHW, one of Europe’s largest poultry producers, while leading Swiss meat manufacturer Bell Food Group participated in Mosa Meat’s $8.8 million round.
In addition to the scientific and manufacturing challenges of making lab-grown meat taste just like the real thing, however, startups will all face regulatory issues and a cultural hurdle in convincing people to switch away from traditional meat.
Plant based has hit prime time. The plant-based foods industry saw a 20 percent growth in dollar sales since 2017, according to the Plant Based Foods Association (“PBFA”). In the U.S. alone, sales of plant-based meats grew over 23 percent, exceeding $760 million in 2018. Nielsen, a leading retail data company, reported plant-based food sales topped $3.3 billion over the past year.” The global plant-based protein market is projected to reach $5 billion by 2020.
The economic, environmental and health benefits associated with a plant-centric diet has enabled startups to gain traction in everything from plant-based yogurt (eg. Kite Hill) to seafood (Ocean Hugger Foods) to dairy (Perfect Day) to mention plant-based meat. Beyond Meat and Impossible Foods are the vying contenders in what has the makings of a new duopoly and continue to trade punches. Beyond Meat has already secured partnerships with chains such as Carl’s Jr. and TGI Fridays while Impossible Foods has responded by inking deals with White Castle, and recently, Burger King. This trend truly deserves its own report and the recently published research brief from CB Insights, “Our Meatless Future: How The $90B Global Meat Market Gets Disrupted” is a great primer for anyone wishing to dig deeper on this important trend.
The CBD space has been anything but chill. California Dreamin’, Plus Products, Recess, Sunsoil and Weller, in addition to others under the radar, all received institutional backing in 2018. From the hemp supply side (Plus Products, Sunsoil) to RTD (California Dreamin’, Recess), the industry has begun to evolve, despite the legal grey area in which the industry operates. That said, anyone reading and looking for inspiration would be well advised to examine this list as there still remain product categories ripe for development. Cannabis pizza? THC Twinkies? Why not kill two birds with one stone?
As reported by Time, “CBD that is extracted from hemp (which must have an extremely low level of THC) has only been legal nationwide since the Agriculture Improvement Act — better known as the Farm Act — was passed in December 2018. CBD that is extracted from other cannabis plants is still illegal on the federal level, but may be legal under state law.”
Given that the product doesn’t get users “high” and the progressiveness individual states including California, Colorado and Oregon have shown towards more potent cannabis, the full scale legalization of CBD appears within sight. Both Walgreens and CVS have begun selling CBD in their stores, paving the path for other retailers and other major players such as banks to accept producers without opposition.
It wasn’t too long ago that fat was the target and not the trend. In the late 1980s, former U.S. surgeon general C. Everett Koop went so far as to place fat on par with smoking, noting: “The depth of the science base underlying its findings is even more impressive than that for tobacco and health in 1964.” New research and understandings about the role fat plays in health has caused many to question the fat-wa, instead embracing it as part of a healthy, low carb diet.
No shortage of brands have been ready to seize on this explosive growth. But is fat – and by extension, keto – a fad? There’s keto cookies from Fat Snax, keto chocolate from ChocZero and keto cheese crisps from Whisps. On top of all of that, there’s the elephant in the room, Bulletproof, which has become a broader platform ranging from butter coffee to supplements. Diet preferences, however, come and go, which makes them risky investments. As Sophie Bakalar puts it, “invest in food trends, not diet fads.” Whether a new diet will earn a place on the chart below or keto will continue to grow, we’ll just have to wait for the 2020 report to see and know.
More and more brands are choosing D2C models because it allows them to circumvent the costly and limiting realities of traditional retail, while also forging direct relationships with their customers. Even when they do enter the physical realm, it’s often been with their own stores, as Dirty Lemon, Daily Harvest and others have shown. Now, conglomerates are also putting dollars into comprehensive online strategies.
The party won’t last forever. CPC rates are increasing, low barriers to entry encourage even more competition and the biggest player, Amazon – which took over 50 percent of online sales in 2018 – now controls Whole Foods, the retail partner with the greatest cachet. Aside from the short list of true breakout brands built online, most will be forced to create and execute an omnichannel strategy. It may be in with the new, but it’s not going to be out with the old anytime soon.
Still, Brick Meets Click forecasts that online grocery sales will increase 10 times more than in-store sales over the next five years, as well as comprise 8 percent of total grocery sales by 2022.
Food startups are trendy. It only takes a stroll down the aisles of Natural Products Expo West or a chat with recent college grads to realize this. Brands take center stage on Shark Tank and garner the attention of celebrity investors ranging from Kobe (Bodyarmor) to Drake (MatchaBar). There are nearly 400 active CPG focused venture capital and private equity firms, operating everywhere from West Palm Beach to Westport.
The existing food system remains ripe for revolution and the economic opportunity of modernizing everything from sugary soda to fatty frozen feasts persists. Of the $130.9 billion total venture capital invested in 2018, less than 1 percent went to food and beverage despite the industry accounting for approximately 1.4 percent of GDP and comprising about 2.6 percent of S&P 500 market capitalization (data as of April 2019).
And yet, there are whispers of a potential slowdown. The market can only support so many better for you XYZs and direct to consumer CPGs. The headwinds to early stage food and beverage investing are multifold.
For startups, the barriers to entry have never been lower. Shopify, Amazon, and smaller-scale co-packers have allowed new companies to launch with limited capital investment. Relatedly, brands can attract niche followings through targeted online advertising and by gaining initial retail consumers by emphasizing their “local“ provenance.
The smattering of brands that differentiate based on geography, branding, and niche taste and diet preferences simultaneously erodres the market share of incumbents while hindering any single startup’s ability to become a high-priced acquisition target. As one example that may play repeat, the long tail of lingering, independent craft breweries cannot yield VC type returns. Sure, a few will reach escape velocity – Lagunitas in beer or Sir Kensington’s in condiments or Tate’s in cookies – but it’s increasingly difficult to separate from the pack. The “size of the prize” changes very quickly once shared.
For investors, deals have never been more competitive. Valuations average between 3x and 6x sales, although the hottest brands command 10x. LP dollars are also waiting to be deployed in old guard and newly launched funds alike. Returns will be squeezed by the competitive forces impacting both term sheets and retail shelves.
Acquirers also appear less willing to make mega acquisitions, instead trending towards earlier stage investments and buyouts. “The large Consumer Packaged Goods (CPG) companies, which are consistently losing market share to their early stage competitors, continue to actively acquire rapidly growing early stage food and beverage companies that can serve as new avenues of growth,” notes Nebari Ventures Managing Partner Alex Malamatinas. Nearly every publicly traded CPG has an incubator or venture capital group. These VC divisions provide early support and a clearer path to exit but often with a call option caveat that allows them to acquire allied brands at a discount to their fair-market value. From an investment perspective, it may be that consistent singles and doubles outperform a spate of strikeouts offset by a periodic grand slam.
The big CPGs also find value beyond the bottom line of their targets. Some recent acquisitions seem to be driven more for their educational potential than their immediate earnings impact. For example, Unilever bought Dollar Shave Club for $1 billion when its sales were under $200 million and Walmart acquired Jet.com for $3.3 billion and over 6x its trailing 12 month sales. E-commerce, cultured protein, and better-for-you brands generally remain knowledge gaps for most of the large CPGs.
The above notwithstanding, the notable startup acquisitions of 2018 – Core Nutrition, Tate’s Cookies, Bare Snacks, and Primal Kitchen – went for about $1.4 billion combined. Set against the $1.2 billion in disclosed early-stage investment, the troubling economics become clear. The allure of exits such as Bai ($1.7 billion) may endure, but they are unicorn deals. Although CPG VCs are not as home run dependent as their tech counterparts – meaning they don’t rely on a single exit or two to return their funds – the recent paucity of even nine-figure exists and absence of 10 figure deals should be worrying.
The high price tags commanded by the brightest startups encourages conglomerates to develop brands internally. For example, in January 2018, Unilever was close to buying better-for-you ice cream maker Halo Top for roughly $2 billion. It balked and ultimately launched a competing brand, Culture Republick. While the misspelled name is as want-to-be-hip cringeworthy as Pepsi’s bubly, it also prevents Halo Top’s backers from realizing a return. La Colombe similarly floated a $1 billion dollar price tag, which seems to have fallen on deaf ears. On top of this, many retailers have launched successful private label offerings.
The margin impact of innovation also poses challenges. Apart from platforms like Bulletproof that can leverage their brand awareness to expand into higher margin categories such as supplements, many startups seemingly lack a pathway to sustainable gross margins which buyers can transform into positive EBITDA. There is an old refrain that “40 is 20” meaning 40 percent gross margins in startup phase enable 20 percent EBITDA margins at scale; there is a reality that many startups, fueled by VC dollars, are operating well below that threshold.
Startups and investors can respond to emerging challenges in a few ways.
Startups would be wise to focus on true differentiation, especially by developing seemingly onerous core competencies. Notable examples include Daily Harvest’s frozen shipping logistics and Dirty Lemon’s text-based ordering. Bang Energy, which has built an in-your-face, far-from-Whole Foods brand also deserves credit for its contrarian path. The ability to become a platform, as Primal Kitchen did for condiments or Core Nutrition has accomplished in beverage, should also remain front of mind. Care/of, Bulletproof and Hippeas deserve praise for creating “lifestyle brands” as opposed to defining themselves by the products themselves.
Contrarily, an abstention from the high-flying, growth-at-all costs mentality can setup longer-term potential. There are profitable, digitally native, under-the-radar brands hawking everything from matcha to keto cookies to overnight oats pulling in nearly seven figures a month. Cash flow allows them to chart their own destiny unencumbered by the pressure of investor expectations.
Investors ought to prize differentiation, platform potential and scientific innovation. The first can be as simple as owning a unique twist on a category, such as nitro as opposed to regular cold brew. The second, as mentioned above, appears when the brand’s values positively outshine its products’ ingredients. The third is most prominent in the growing cellular based meats and seafood category. Between Beyond Meat’s upcoming IPO and the buzz around Impossible Foods, the intersection of biotech and food appears to have the greatest upside potential.
If there is a downturn, conglomerates stand to benefit. They know they need to modernize their brand portfolios and may be able to acquire solid concepts at low prices. This period may also give rise to the birth of Hain Celestial 2.0 holding companies, which understand both the operations component and how to market to millennial consumers. Dunn River Brands, Sonoma Brands, New Age Beverage and others are leading the charge here. There have even been rumors VMG is in the process of raising a distressed fund to acquire flailing brands on the cheap.
Of course, none of this should overshadow all the reasons food and beverage startups have taken off. As Jordan Gaspar, Managing Partner of New York City based venture fund AccelFoods recently noted, “It’s an exciting and unprecedented time to be investing in the food and beverage space. There is a convergence of highly skilled entrepreneurs entering the space, retailer willingness to make shelf space, and innovative products coming to market that is fueling the disruption we see today. This disruption is compounded by strong consumer demand and interest in smaller challenger brands that meet the better-for-you eating and drinking habits that consumers are adopting.”
Indeed, the United States packaged food and beverage industry alone was most recently estimated at $806.3 billion. Considering that nearly every area remains ripe for innovation, roughly $1 billion in annual investment begins to feel more reasonable. Investors will, however, need to see how the cookies crumble before knowing if they’re buying lemons or the cream of the crop.
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Please note the following list of investments covers only U.S based food and beverage companies that received investment in 2018.
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Laws Whiskey House