With two new brands LIVEKINDLY Collective starts in China

Giggling Pig and Happy Chicken

The LIVEKINDLY Collective has announced its launch in China with two flagship brands: the Giggling Pig 咯咭藸 [Ge Ji Zhu] and the Happy Chicken 哈皮鸡, [Ha Pi Ji]. Both of them were designed and produced domestically to satisfy Chinese customer demands and are LIVEKINDLY’s first in-house brands.

The two new brands represent a portfolio of seven unique plant-based goods inspired by popular Chinese meals, including plant-based dumplings, mushroom-based dishes, and a seasoned minced dish. All new products created for Chinese consumers wanting to achieve great taste and prime nutrition. Both brands, targeted at Gen Z customers. With these expansion LIVEKINDLY Collective is track to become one of the world’s largest plant-based food companies

LIVEKINDly Collective has raised $535 million to fund its international expansion into China and other growth regions. Although China’s current meat market is $82 billion, the Good Food Institute estimates that the country’s plant-based market was nearly $1 billion in 2018 and is projected to grow between 20 and 25% annually. China is one of the most exciting and strategic markets for the plant-based revolution, and a key pillar of the Livekindly growth strategy. 

“We are proud to launch these new flagship brands, which have been developed and manufactured for Chinese consumers, by Chinese experts, as we say, China for China and @China speed.”

Another important milestone is the first Chinese guideline for the labelling of “plant-based meat”. This guideline, released by the Chinese Institute of Food Science and Technology (“CIFST”), reflects China’s significant rise in demand for plant-based meats.

In addition to the newly created Giggling Pig and Happy Chicken, LIVEKINDLY Collective has five plant-based food brands in its portfolio – Oumph!, The Fry Family Food Co., LikeMeat, No Meat, and The Dutch Weed Burger – as well as digital media company LIVEKINDLY.