SevenVentures Backs Planted Foods with Major Media-for-Equity Investment

SevenVentures, the investment arm of German media conglomerate ProSiebenSat.1, has made a mid-single-digit million investment in Swiss food tech scale-up Planted Foods GmbH. This media-for-equity deal aims to increase Planted's visibility in retail and gastronomy through targeted media campaigns running until 2027. SevenVentures will provide advertising campaigns across ProSiebenSat.1’s TV channels and streaming platform Joyn starting in spring 2025 to enhance Planted's brand awareness in Germany and other German-speaking regions.

Planted, founded in 2019 in Switzerland, specializes in plant-based meat alternatives using proprietary technologies. Its products, including planted.chicken and planted.steak, are already available in over 10,000 retail outlets and 6,500 restaurants across Europe. The partnership with SevenVentures is expected to strengthen Planted's foothold in Germany and neighboring markets, attracting a broader consumer base. By leveraging ProSiebenSat.1’s media reach, Planted aims to position itself as a leading player in the alternative protein sector through its first TV ad campaign in spring 2025.