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.
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.