LIVEKINDLY Collective, a US plant-based meat producer, has launched two flagship plant-based brands in China – Giggling Pig (Ge Ji Zhu) and Happy Chicken (Ha Pi Ji). The new portfolio encompasses seven plant-based products including dumplings, mushroom-based dishes, and a seasoned minced dish.
The new brands have been developed in-house by LIVEKINDLY Collective for the first time and have been developed by Chinese food experts exclusively for Chinese consumers. According to the company, the products, which are manufactured locally, are targeted towards the Gen Z population (aged between 18 and 44), as they form an integral part of the Chinese plant-based market.
LIVEKINDLY Collective produces plant-based meat alternatives through its brands No Meat, LikeMeat, Fry Family, The Dutch Weed Burger, and Oumph!. The group offers a wide range of plant-based alternatives to burgers, sausages, nuggets, pulled BBQ chicken, and kebabs, made primarily of soy protein and other plant-based ingredients. In March 2021, LIVEKINDLY Collective raised USD 335 million, bringing its total funding up to USD 535 million. The proceeds were used by the company for global expansion including China and the US, to fund acquisitions, partnerships, and investments in the plant-based segment.
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