Healthy, low-fat and innovative meat products – with this promise, Grillido launched in 2016. And it was convincing: Not only the jury of the German Founders' Prize, but also prominent investors such as Immoscout founder Birgit Ströbel, the Flixbus founders, and serial tech entrepreneur Josef Brunner were enthusiastic about the startup's ideas. This includes not only the grilled sausages that the two founders launched in 2016 (unsuccessful) in the TV show “The Lion’s Den” Plant protein products such as vegan fillet and hybrid developments that combine plant protein and meat are also among the Munich-based company's products.
Grillido founders Manuel Stöffler and Michael Ziegler have set themselves the goal of reducing meat consumption among the population. Hybrid innovations will play just as much a role in this as purely plant-based developments. However, the most important thing, according to co-managing directors, is Michael Ziegler:
"It has to taste good. The joy of enjoyment is paramount. Otherwise, consumers won't switch permanently."
As part of an investment, Beneo, a subsidiary of the Mannheim-based Südzucker Group, has now secured a 14 percent stake in the foodtech startup. The group is placing this stake in line with investments in the cultivation and processing of pulses and the acquisition of the plant-based protein specialist Meatless. Südzucker aims to become the leading provider of plant-based protein solutions.
“Grillido is our stethoscope on the market”
Both Grillido and Südzucker are set to benefit from their new partnership in the future. Südzucker hopes that Grillido's multichannel approach across retail, restaurants, and online direct sales will generate valuable customer feedback that can be used as a basis for targeted product development. Helen Arnold, board member of Südzucker, says:
"We have a clear vision for the future and are now taking a decisive next step in the implementation of our protein strategy with Grillido. Taste is key, and plant-based solutions open up opportunities for new product innovations and textures. Grillido is our stethoscope in the market and a key driver thanks to its proximity to the customer. This enables us to make the right strategic decisions – from selection and cultivation to the best possible processing of raw materials for delicious product experiences."
The startup In turn, Grillido will benefit from the Mannheim-based group's global sales and marketing structures, a Europe-wide network of contract growers, and its production facilities and product development centers. The Grillido founders intend to use the partnership to increase their visibility in the German retail sector before embarking on international expansion. They also plan to build their own production facilities and develop new products.
Grillido investor and serial founder Joseph Brunner explained:
"The collaboration between Südzucker and Grillido is a wonderful example of how a successful, established, traditional company and a dynamic, up-and-coming startup can combine the best of both worlds – proving that ecological responsibility and economic success work hand in hand and can offer a lucrative business model."
