Fry Family Food joins Livekindly to transform global food industry

Fry Family Food is to join forces with  Livekindly’s bid to become one of the world’s largest plant-based food companies.

As an established brand in plant-based retail, Fry’s will bring 30-years of experience, a deep understanding of local and global value chains in plant-based meat alternatives as well as a portfolio of over 60 plant-based products.

Tammy Fry, international marketing director of The Fry Family Food Co. said: “We are thrilled to be part of this new company that is going to revolutionise the global plant-based food market. The agreement gives Fry’s the opportunity to bring to scale quality plant-based food products which means we reach more customers and change more hearts and minds.”

Brands under the Livekindly portfolio offer consumers non-GMO, plant-based meat alternatives and include: The Fry Family Food Co. and LikeMeat, as well as the fastest-growing plant-based digital media platform, Livekindly Media – from which the new company name derives and means embracing a sustainable and compassionate lifestyle.

With these investments and an equity stake in Puris Holding, a vertically integrated player of non-GMO, plant-based ingredients, the Livekindly is the only company in the plant-based food sector to own and operate the entire value chain of production.

Leading the Livekindly Co is a global team of industry experts who are passionate about making an impact and building a sustainable food future. They include Kees Kruythoff, chairman & CEO (formerly president Unilever North America and Global Home Care Division); the leadership team includes veterans of the food and industry: Mick Van Ettinger, chief marketing officer (formerly of Unilever), and Aldo Uva, COO and Chief R&D Officer (formerly of Nestle, Firmenich, and Ferrero).

Kruythoff said Livekindly is creating a movement that will drive impact at scale and at speed, starting with one of the world’s most consumed meats – chicken.

The founders’ round of funding will be used for further acquisitions, scaling the current plant-based food portfolio of brands and investments to rapidly increase the plant-based food industry capacity.