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General mills1/2/2023 Plant-based meat alternative startup Beyond Meat, which went public May 1, 2019, and has seen its stock value surge over 200% since, is disrupting the traditional ground beef category with its Beyond Burger product, which launched in 2016 and is available in nearly every supermarket in the United States. Organic chickpea puffs brand Hippeas, which launched in 2014, is challenging the big brands in the snack food aisle by appealing to changing consumer tastes for better-for-you snacks. brand of super-premium ice cream in less than a decade, conquering longtime category-leading legacy brands Ben & Jerry’s, owned by Unilever, and Nestle-owned Häagen-Dazs. Halo Top ice cream, founded as a challenger brand in 2012, became the leading U.S. ![]() The CVC push by big food companies comes as the upstarts chip away their market share. Instead, companies like the Kellogg Company, General Mills, Tyson Foods and others have created corporate venture capital (CVC) arms to invest directly in the small companies and challenger brands that are disrupting their legacy brands like Kellogg's Corn Flakes and General Mills’ Yoplait yogurt.Ĭorporate venture capital is the practice of directly investing corporate funds into startup or emerging companies with high-growth potential or that offer other strategic advantages to a corporation, such as innovation opportunities. Now, big food companies, which were initially slow to respond to the challenge, are no longer standing still. īig food companies and their legacy brands are losing market share to small food companies and their challenger brands.Ĭhallenger brands are disrupting legacy brands by selling online directly to consumers, employing creative digital marketing strategies and using lean operating structures that allow the brands to be quick and nimble in identifying and adapting to changing consumer trends. ![]() Kuli Kuli Foods, product depicted above, is benefiting from the financial investment, industry knowledge and supply chain expertise it has received from The Kellogg Company.
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