Fry’s and Livekindly bring tasty and sustainable plant-based food to the world

The Fry Family Food Co. has joined forces with the Livekindly co.

The Livekindly co. is leading a global movement to build a sustainable future fueled by a $200-million founders’ funding round. Establishing a collective of heritage and start-up brands, the company is on track to become one of the world’s largest plant-based food companies.

Fry’s Big Fry Burger

Fry’s Big Fry Burger is just one of it’s plant based meat alternative products

Plant-based meat alternatives

Fry’s is the only South African company under the Livekindly co. umbrella. It will bring to the table 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.

‘This relationship with the Livekindly co. is the Fry’s vision continued,’ says Tammy Fry, international marketing director of The Fry Family Food Co. ‘We are thrilled to be part of this new company that is going to revolutionize 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 co. 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 co. is the only company in the plant-based food sector to own and operate the entire value chain of production.

‘Fry’s has been a family-run business from day one when we first started making meat alternatives from our kitchen over 30-years ago,’ explains Wally Fry, co-founder of The Fry Family Food Co. ‘While we’ve grown over those three decades, moving into global markets and offering multiple product innovations, we’ve always remained family owned and run. We are all really excited about this venture and we see it as a coming together of like-minded brands to create a movement for change. The family is still very involved in the business, and we will continue to create our award-winning products that our consumers know and love.’

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); Roger Lienhard, Board of Directors and founder (founder of Blue Horizon Corporation); and Jodi Monelle, CEO and founder Livekindly Media. 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).

Demand for sustainable options

Plant-based food products are becoming increasingly popular as consumer demand for cleaner, more sustainable options grows, and production technologies improve to significantly enhance taste and texture. The plant-based protein market could reach nine per cent of the estimated $2.7 trillion global meat market by 2040 –positioning the Livekindly co. for strong future growth.

‘Unlike any other company in this space, the Livekindly co. is creating a movement that will drive impact at scale and at speed,’ says Kruythoff. ‘We are starting with one of the world’s most consumed meats–chicken by providing outstanding, tasty, plant-based foods that are more sustainable and environmentally friendly.’

‘The Livekindly co.’s approach offers a path forward for transforming the global food industry. Our team has built a new formula for success by bringing innovation, experience, resources, and scale throughout the plant-based value chain,’ says Lienhard. ‘It started with bringing together like-minded founders who share a vision for smarter, sustainable living, and allows the food industry to better align around the evolving values of consumers who are focused on climate change, animal welfare, and human health.’

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.


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