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The vegan protein company Actual Veggies recently raised US $ 2.3 million in a new financing round, bringing its total revenue to US $ 2.8 million so far. The group was led by Electric Feel Ventures, the venture capital arm of rapper Post Malone’s management team, led by Austin Rosen. The round was attended by professional footballer Kieran Gibbs, Big Idea Ventures and Rose Street Capital.
Actual Veggies was founded in New York City in March 2020 and offers different types of its vegan quarter pound burger patties, which are made from vegetables, grains and a characteristic blend of spices. The burgers are available in four flavors: The Actual Black Burger with black beans and red peppers; The Actual Orange Burger with sweet potatoes, carrots and red pepper; The Actual Green Burger with Kale, Broccoli, and Spinach; and The Actual Purple Burger with beets, carrots and red onions. The bright color of each patty is an indication of the vegetables used in each burger.
Actual Veggies also plans to launch a line of burger buns with the same vegetable colors as its patties and to explore a sweet and savory burger concept in the foodservice space in the future.
Post Malone supports vegetarian burgers
As with many other plant-based burger brands like Beyond Meat and Impossible Foods, Actual Veggies’ ultimate mission is to reduce meat consumption, thereby preventing more animals from being slaughtered for food. However, Actual Veggies aims to achieve this by using real vegetables and legumes to make burger patties with no fillers or preservatives.
Post Malone’s manager Austin Rosen invested in Actual Veggies because his concept is about being real. “Electric Feel is at the epicenter of the development of music, brands and culture. We strive to highlight authentic people and brands, ”said Rosen. “It goes without saying that what you see in entertainment isn’t always real, and let’s face it, it’s not much different in food. But Actual Veggies is real – real food, real taste, really good! We are excited to support Actual Veggies and the team behind this exciting new brand. “
Expansion of products and availability
The company will use the new capital to expand its product range (including limited edition seasonal products), invest in new equipment to streamline production, and increase brand awareness through increased marketing efforts. Actual Veggies also plans to expand into more brick and mortar retailers in the US this year.
“It’s been an incredible whirlwind since we started the company and despite the challenges of 2020, we’ve made it a reality,” said Hailey Swartz, Co-Founder and Co-CEO of Actual Veggies. “The growth we’ve seen over the past few months has far exceeded our expectations as we’ve expanded nationally with partners such as Sprouts Farmers Market, HungryRoot, Imperfect Foods, Sunbasket, QVC and FreshDirect. We are humbled by the shared enthusiasm of our new partners and look forward to building on our success to further scale Actual Veggies. “
Actual Veggies’ expansion is timely given the boom in consumer demand for plant-based protein, currently valued at $ 10 billion and set to triple over the next decade.
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