Food and Beverage Venture Capital


We want to hear from innovative CPG / FMCG brands that offer both food and beverage products.

The Business Research Company estimates the global food and beverage market will be worth nearly $950 billion by 2022, while the FAO reports roughly one third of global food production lost or wasted.

The Craftory wants to positively impact this market by amplifying brands that are more sustainable and more ethical in their production, and healthier for consumers.

The list below should give you a flavour of where we think the action is. (Please note as of Jan 2019 we’re not investing in beverage-only brands).

Chocolate superfood

We love cacao, the amazonian superfood. We don’t love exploitative supply chains or junk ingredients. We’re ready to make sizeable social impact investments in this category. We’re here to empower and assist businesses focused on yummy, guilt-free chocolate.

For more on the health benefits of raw cacao click here.

Frozen food

The freezer aisle has gotten a bad wrap over the years - junk food, lazy parenting anyone? But there’s nothing inherently bad about frozen food.

We’d like to hear about innovative new CPGs that maximise healthy ingredients, bring convenience to busy lives, and help make the chill-chain as sustainable as possible by minimising waste and energy consumption.

Gut microbiome

The renaissance in understanding the gut’s role in health and wellbeing is nothing short of incredible. We plan to make significant investments in this area and are ready with consumer venture capital to help you grow your brand.

According to the Guardian: “Research suggests the vast ecosystem of organisms that lives in our digestive systems might be as complex and influential as our genes in everything from mental health to athleticism and obesity”. Read more of Amy Fleming’s excellent article here. Our blog post on the subject is here.

Healthy snacking

Humans need quality fuel, and humans like to graze. Let’s open-up access to good food, let’s make snacking healthy. The Craftory is ready to get stuck-in with $375M of growth capital up for grabs for CPG brands that offer healthy snacking options.

Palate retrain

Why are we so obsessed with sugar and salt when our tongues, soft palate, and throat are capable of enjoying so much more? We’ve all heard of sour, bitter, and umami but your mouth can identify unique flavour groups for green vegetabliness (calcium), spiciness (piquancy), coolness (mint), metallicity (electrical conductivity), creaminess (fat), zing and fizz (carbon dioxide), and even kokumi (slow cooked and hearty).

Surely an average of 700g/140 teaspoons of sugar per person/per week is too much of a good thing. Sugar and salt are hidden everywhere and it’s not healthy. We want to hear about new food and beverage products that give us all healthier, flavoursome and novel options that break the sweet ‘n salt addiction.

More about taste and diet at Live Science.

Plant power

We’re not meat-denying evangelical vegans but the sustainability of food production is a subject we can’t avoid. Plant-powered CPG is a priority for us.

The Association of UK Dieticians estimates a well-planned plant-based diet needs one third of the fertile land, fresh water and energy of a traditional ‘meat-and-dairy’ based diet:

“With meat and dairy being a leading contributor to greenhouse gas emissions, reducing animal based foods and choosing a wide range of plant foods can be beneficial to the planet and our health”. More

Protein alternatives

A high protein diet tames hunger, which in turn helps maintain a healthy body weight. But as we know farming traditional livestock can be a significant drain on resources, and the seas are at risk of over fishing.

Our growing population presents an ever increasing pressure on resources. We need CPG alternatives. And yes, we are open to any viable alternative including insect protein.

According to Science Direct: “Edible insects show great potential as an environmentally friendly choice. Besides fats and proteins, insects are also an excellent source of vitamins and minerals. Insects … produce lower greenhouse gas emissions (GHGEs), while requiring less water and land compared with their vertebrate counterparts”. More