Burger Kings reveal weird ad and Oatly gets a $2B valuation

Burger Kings reveal weird ad and Oatly gets a $2B valuation

By
Arman Anatürk
July 17, 2020

This Week In Food, we just launched FoodHack Discover - the place to find the next big ideas in food 🎉 Check it out and vote on your favorite products - from game-changing plant-based pepperoni to hemp gum without the buzz.

Plus, oat milk pioneer Oatly gets a superstar backing and a $2B valuation, ghost kitchens are all the rage in a post-pandemic era & this pickle is really a cake.

All that and more top food industry news below 👇

Discover: The next big thing in food 🔍

Today marks the launch of FoodHack Discover 🎉 - where innovative food products get found - "it's like Product Hunt but for food".


How it works:

1. Companies submit their products to be featured.

2. The audience (you) vote on the products they like the most.

3. Every week we give the top picks a boost via our newsletter.

Why? Startups need the exposure and investors / retailers / consumers are always looking for the next big thing in food. Check out the products that made the first batch - from plant-based pepperoni with just 7 ingredients to Swedish meatballs redefined.

Weekly Digest

  • 🍟 First day at work: Flippy the burger-flipping robot just landed a (trial) job at Whitecastle. Flippy will be heading the fry station, cooking up a variety of foods including fries, chicken rings, onion rings and mozzarella sticks.

  • 🇸🇪 A billion balls: That's how many meatballs IKEA sells annually. Today, they're hoping customers will switch to their new plantballs made with pea protein, oats, apples, potatoes, and only 4% of the climate footprint vs the original.
  • 🚨 The Urgent Company: The Perfect Day founders announced today that have backed a new endeavor, called Urgent Company, that will launch a variety of plant-based and alternative food brands starting with Brave Robot ice cream.
  • 🐄 Burger Kings new ad is kinda weird and potentially a bit misleading. The idea is that letting cows eat lemongrass will reduce cow methane emissions by an average of 33%. A concept that's attracted startups like Volta Greentech and Mootral working in this space too.  
  • 📦 Impossible Foods partners with meal kit company Home Chef to make plant-based burgers Kit-Possible.
  • 🥃 Liquor legend Diageo (Johnnie Walker, Guinness, Smirnoff) says it created: "the world’s first plastic-free, paper-based bottle." Now it's launching a sustainable packaging "tech" company called Puplex Limited.

  • 🍔 Meet BurgerFi the eco-conscious burger chain worth about $100m. BurgerFi helped to popularize the Beyond Burger in 2017, and the company was using ghost kitchens before it was cool.

  • 🍸 The Queen's side hustle is selling gin made from leaves found near Buckingham Palace
  • 📈 What's up: weed edibles
  • 📉 What's down: coffee sales

The $2B Oat Milk Company & the future of dairy

What do Oprah Winfrey, Natalie Portmann, Jay Z & Howard Schultz all have in common?

They've just become investors in Oatly - the Swedish oat milk brand that just raised $200 million at a $2 billion dollar market cap. The company was founded by brothers, Björn and Rickard 20 years ago and last year boasted $200 million in sales, double what it recorded a year prior.

Trend Drivers: Pandemics, Hoarders, Millenials

Oat Milk sales surged 686% during the pandemic and oat milk turned out to be a regular item in shoppers basket alongside toilet paper and eggs.

Overall the plant-based milk and dairy category is now worth $2 billion and has grown 14% over the last two years (accounting for now about 15% of the milk market).

This tweet shows that there’s plenty of opportunities for plant-based milk, as demand for ol’ cow juice goes down the drain.

Consumers’ shifting preferences also play a part. As people—especially Gen Z and millennials—reject conventional animal products over environmental and health concerns, brands like Beyond Meat and Oatly are seizing the opportunity to win more plant-based fans.


Dairy 2.0 is here folks - and it's better to get in now than later

Just the week we reported on LA-based Grounded Foods who raised a $1.7M seed round for their plant-based cheeses, and UK's Mighty Pea which closed a $1M+ round.

Looking globally, the plant-based dairy landscape is taking off - just compare these two alt-dairy landscape maps published a year apart (v.1.6) to (v 1.5) 📈

The Future
The global dairy alternative market is set to grow to $41 billion by 2025. Thinking of getting into this space? It's more than just peas and oats. Have a read of our Dairy 2.0 Trends report first.

Ghost Kitchens: The $1T Global Market

The global pandemic has seen more users adopt delivery apps, given rise to overnight virtual restaurants and fuelled the necessary kitchen infrastructure that comes along with it.

Source: Karma Kitchens


One example of that is the UK based Karma Kitchens, a startup that provides rentable kitchen space, which just this week announced a whopping $318m Series A round to expand.

The company initially set out to raise just $3m but opted instead for a significantly larger raise and a joint venture with private equity firm, Vengrove Asset Management - giving them the necessary firepower to open 53 new sites across the UK and Europe in the next five years.

Across in the US, CloudKitchens, run by former Uber CEO Travis Kalanick has their focuses elsewhere; turning shipping containers into drive-thru's of the future. Situated in the heart of LA, hungry drivers will be able to order and pick up their meals from a number of virtual restaurants, all from the comfort of their air-conditioned cars.  

Even in the hospitality industry, a sector that was hard hit by the pandemic, we're seeing the ghost kitchen model popping up. Earlier this month, Butler Hospitality, raised a $15M series A to turn loss leading hotel restaurants into profit generators by transforming their unused restaurant space into ghost kitchens.

Ghost kitchens are becoming of a new breed of restaurants that are adapting with today's consumers - set to be a $1T global market by 2030. Expect to see more companies in this space in the coming years, from kitchen infrastructure providers to virtual brands and even robotic kitchen assistants 🦾

New in Funding

Written by
Arman Anatürk

Lived across North America, Europe and Asia, leading to my questionable cooking style. Jumped two feet forward into the startup world in 2013, and haven't looked back since. Always on the hunt for the next story or inside scoop to cover - email me or connect on LinkedIn.

Become a FoodHack+ member to get unlimited access

  • Read Unlimited Articles
  • Access Member Directory
  • Get Event Discounts

This Week In Food, we just launched FoodHack Discover - the place to find the next big ideas in food 🎉 Check it out and vote on your favorite products - from game-changing plant-based pepperoni to hemp gum without the buzz.

Plus, oat milk pioneer Oatly gets a superstar backing and a $2B valuation, ghost kitchens are all the rage in a post-pandemic era & this pickle is really a cake.

All that and more top food industry news below 👇

Discover: The next big thing in food 🔍

Today marks the launch of FoodHack Discover 🎉 - where innovative food products get found - "it's like Product Hunt but for food".


How it works:

1. Companies submit their products to be featured.

2. The audience (you) vote on the products they like the most.

3. Every week we give the top picks a boost via our newsletter.

Why? Startups need the exposure and investors / retailers / consumers are always looking for the next big thing in food. Check out the products that made the first batch - from plant-based pepperoni with just 7 ingredients to Swedish meatballs redefined.

Weekly Digest

  • 🍟 First day at work: Flippy the burger-flipping robot just landed a (trial) job at Whitecastle. Flippy will be heading the fry station, cooking up a variety of foods including fries, chicken rings, onion rings and mozzarella sticks.

  • 🇸🇪 A billion balls: That's how many meatballs IKEA sells annually. Today, they're hoping customers will switch to their new plantballs made with pea protein, oats, apples, potatoes, and only 4% of the climate footprint vs the original.
  • 🚨 The Urgent Company: The Perfect Day founders announced today that have backed a new endeavor, called Urgent Company, that will launch a variety of plant-based and alternative food brands starting with Brave Robot ice cream.
  • 🐄 Burger Kings new ad is kinda weird and potentially a bit misleading. The idea is that letting cows eat lemongrass will reduce cow methane emissions by an average of 33%. A concept that's attracted startups like Volta Greentech and Mootral working in this space too.  
  • 📦 Impossible Foods partners with meal kit company Home Chef to make plant-based burgers Kit-Possible.
  • 🥃 Liquor legend Diageo (Johnnie Walker, Guinness, Smirnoff) says it created: "the world’s first plastic-free, paper-based bottle." Now it's launching a sustainable packaging "tech" company called Puplex Limited.

  • 🍔 Meet BurgerFi the eco-conscious burger chain worth about $100m. BurgerFi helped to popularize the Beyond Burger in 2017, and the company was using ghost kitchens before it was cool.

  • 🍸 The Queen's side hustle is selling gin made from leaves found near Buckingham Palace
  • 📈 What's up: weed edibles
  • 📉 What's down: coffee sales

The $2B Oat Milk Company & the future of dairy

What do Oprah Winfrey, Natalie Portmann, Jay Z & Howard Schultz all have in common?

They've just become investors in Oatly - the Swedish oat milk brand that just raised $200 million at a $2 billion dollar market cap. The company was founded by brothers, Björn and Rickard 20 years ago and last year boasted $200 million in sales, double what it recorded a year prior.

Trend Drivers: Pandemics, Hoarders, Millenials

Oat Milk sales surged 686% during the pandemic and oat milk turned out to be a regular item in shoppers basket alongside toilet paper and eggs.

Overall the plant-based milk and dairy category is now worth $2 billion and has grown 14% over the last two years (accounting for now about 15% of the milk market).

This tweet shows that there’s plenty of opportunities for plant-based milk, as demand for ol’ cow juice goes down the drain.

Consumers’ shifting preferences also play a part. As people—especially Gen Z and millennials—reject conventional animal products over environmental and health concerns, brands like Beyond Meat and Oatly are seizing the opportunity to win more plant-based fans.


Dairy 2.0 is here folks - and it's better to get in now than later

Just the week we reported on LA-based Grounded Foods who raised a $1.7M seed round for their plant-based cheeses, and UK's Mighty Pea which closed a $1M+ round.

Looking globally, the plant-based dairy landscape is taking off - just compare these two alt-dairy landscape maps published a year apart (v.1.6) to (v 1.5) 📈

The Future
The global dairy alternative market is set to grow to $41 billion by 2025. Thinking of getting into this space? It's more than just peas and oats. Have a read of our Dairy 2.0 Trends report first.

Ghost Kitchens: The $1T Global Market

The global pandemic has seen more users adopt delivery apps, given rise to overnight virtual restaurants and fuelled the necessary kitchen infrastructure that comes along with it.

Source: Karma Kitchens


One example of that is the UK based Karma Kitchens, a startup that provides rentable kitchen space, which just this week announced a whopping $318m Series A round to expand.

The company initially set out to raise just $3m but opted instead for a significantly larger raise and a joint venture with private equity firm, Vengrove Asset Management - giving them the necessary firepower to open 53 new sites across the UK and Europe in the next five years.

Across in the US, CloudKitchens, run by former Uber CEO Travis Kalanick has their focuses elsewhere; turning shipping containers into drive-thru's of the future. Situated in the heart of LA, hungry drivers will be able to order and pick up their meals from a number of virtual restaurants, all from the comfort of their air-conditioned cars.  

Even in the hospitality industry, a sector that was hard hit by the pandemic, we're seeing the ghost kitchen model popping up. Earlier this month, Butler Hospitality, raised a $15M series A to turn loss leading hotel restaurants into profit generators by transforming their unused restaurant space into ghost kitchens.

Ghost kitchens are becoming of a new breed of restaurants that are adapting with today's consumers - set to be a $1T global market by 2030. Expect to see more companies in this space in the coming years, from kitchen infrastructure providers to virtual brands and even robotic kitchen assistants 🦾

New in Funding

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  • Read Unlimited Articles
  • Access Member Directory
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This Week In Food, we just launched FoodHack Discover - the place to find the next big ideas in food 🎉 Check it out and vote on your favorite products - from game-changing plant-based pepperoni to hemp gum without the buzz.

Plus, oat milk pioneer Oatly gets a superstar backing and a $2B valuation, ghost kitchens are all the rage in a post-pandemic era & this pickle is really a cake.

All that and more top food industry news below 👇

Discover: The next big thing in food 🔍

Today marks the launch of FoodHack Discover 🎉 - where innovative food products get found - "it's like Product Hunt but for food".


How it works:

1. Companies submit their products to be featured.

2. The audience (you) vote on the products they like the most.

3. Every week we give the top picks a boost via our newsletter.

Why? Startups need the exposure and investors / retailers / consumers are always looking for the next big thing in food. Check out the products that made the first batch - from plant-based pepperoni with just 7 ingredients to Swedish meatballs redefined.

Weekly Digest

  • 🍟 First day at work: Flippy the burger-flipping robot just landed a (trial) job at Whitecastle. Flippy will be heading the fry station, cooking up a variety of foods including fries, chicken rings, onion rings and mozzarella sticks.

  • 🇸🇪 A billion balls: That's how many meatballs IKEA sells annually. Today, they're hoping customers will switch to their new plantballs made with pea protein, oats, apples, potatoes, and only 4% of the climate footprint vs the original.
  • 🚨 The Urgent Company: The Perfect Day founders announced today that have backed a new endeavor, called Urgent Company, that will launch a variety of plant-based and alternative food brands starting with Brave Robot ice cream.
  • 🐄 Burger Kings new ad is kinda weird and potentially a bit misleading. The idea is that letting cows eat lemongrass will reduce cow methane emissions by an average of 33%. A concept that's attracted startups like Volta Greentech and Mootral working in this space too.  
  • 📦 Impossible Foods partners with meal kit company Home Chef to make plant-based burgers Kit-Possible.
  • 🥃 Liquor legend Diageo (Johnnie Walker, Guinness, Smirnoff) says it created: "the world’s first plastic-free, paper-based bottle." Now it's launching a sustainable packaging "tech" company called Puplex Limited.

  • 🍔 Meet BurgerFi the eco-conscious burger chain worth about $100m. BurgerFi helped to popularize the Beyond Burger in 2017, and the company was using ghost kitchens before it was cool.

  • 🍸 The Queen's side hustle is selling gin made from leaves found near Buckingham Palace
  • 📈 What's up: weed edibles
  • 📉 What's down: coffee sales

The $2B Oat Milk Company & the future of dairy

What do Oprah Winfrey, Natalie Portmann, Jay Z & Howard Schultz all have in common?

They've just become investors in Oatly - the Swedish oat milk brand that just raised $200 million at a $2 billion dollar market cap. The company was founded by brothers, Björn and Rickard 20 years ago and last year boasted $200 million in sales, double what it recorded a year prior.

Trend Drivers: Pandemics, Hoarders, Millenials

Oat Milk sales surged 686% during the pandemic and oat milk turned out to be a regular item in shoppers basket alongside toilet paper and eggs.

Overall the plant-based milk and dairy category is now worth $2 billion and has grown 14% over the last two years (accounting for now about 15% of the milk market).

This tweet shows that there’s plenty of opportunities for plant-based milk, as demand for ol’ cow juice goes down the drain.

Consumers’ shifting preferences also play a part. As people—especially Gen Z and millennials—reject conventional animal products over environmental and health concerns, brands like Beyond Meat and Oatly are seizing the opportunity to win more plant-based fans.


Dairy 2.0 is here folks - and it's better to get in now than later

Just the week we reported on LA-based Grounded Foods who raised a $1.7M seed round for their plant-based cheeses, and UK's Mighty Pea which closed a $1M+ round.

Looking globally, the plant-based dairy landscape is taking off - just compare these two alt-dairy landscape maps published a year apart (v.1.6) to (v 1.5) 📈

The Future
The global dairy alternative market is set to grow to $41 billion by 2025. Thinking of getting into this space? It's more than just peas and oats. Have a read of our Dairy 2.0 Trends report first.

Ghost Kitchens: The $1T Global Market

The global pandemic has seen more users adopt delivery apps, given rise to overnight virtual restaurants and fuelled the necessary kitchen infrastructure that comes along with it.

Source: Karma Kitchens


One example of that is the UK based Karma Kitchens, a startup that provides rentable kitchen space, which just this week announced a whopping $318m Series A round to expand.

The company initially set out to raise just $3m but opted instead for a significantly larger raise and a joint venture with private equity firm, Vengrove Asset Management - giving them the necessary firepower to open 53 new sites across the UK and Europe in the next five years.

Across in the US, CloudKitchens, run by former Uber CEO Travis Kalanick has their focuses elsewhere; turning shipping containers into drive-thru's of the future. Situated in the heart of LA, hungry drivers will be able to order and pick up their meals from a number of virtual restaurants, all from the comfort of their air-conditioned cars.  

Even in the hospitality industry, a sector that was hard hit by the pandemic, we're seeing the ghost kitchen model popping up. Earlier this month, Butler Hospitality, raised a $15M series A to turn loss leading hotel restaurants into profit generators by transforming their unused restaurant space into ghost kitchens.

Ghost kitchens are becoming of a new breed of restaurants that are adapting with today's consumers - set to be a $1T global market by 2030. Expect to see more companies in this space in the coming years, from kitchen infrastructure providers to virtual brands and even robotic kitchen assistants 🦾

New in Funding

This Week In Food, we just launched FoodHack Discover - the place to find the next big ideas in food 🎉 Check it out and vote on your favorite products - from game-changing plant-based pepperoni to hemp gum without the buzz.

Plus, oat milk pioneer Oatly gets a superstar backing and a $2B valuation, ghost kitchens are all the rage in a post-pandemic era & this pickle is really a cake.

All that and more top food industry news below 👇

Discover: The next big thing in food 🔍

Today marks the launch of FoodHack Discover 🎉 - where innovative food products get found - "it's like Product Hunt but for food".


How it works:

1. Companies submit their products to be featured.

2. The audience (you) vote on the products they like the most.

3. Every week we give the top picks a boost via our newsletter.

Why? Startups need the exposure and investors / retailers / consumers are always looking for the next big thing in food. Check out the products that made the first batch - from plant-based pepperoni with just 7 ingredients to Swedish meatballs redefined.

Weekly Digest

  • 🍟 First day at work: Flippy the burger-flipping robot just landed a (trial) job at Whitecastle. Flippy will be heading the fry station, cooking up a variety of foods including fries, chicken rings, onion rings and mozzarella sticks.

  • 🇸🇪 A billion balls: That's how many meatballs IKEA sells annually. Today, they're hoping customers will switch to their new plantballs made with pea protein, oats, apples, potatoes, and only 4% of the climate footprint vs the original.
  • 🚨 The Urgent Company: The Perfect Day founders announced today that have backed a new endeavor, called Urgent Company, that will launch a variety of plant-based and alternative food brands starting with Brave Robot ice cream.
  • 🐄 Burger Kings new ad is kinda weird and potentially a bit misleading. The idea is that letting cows eat lemongrass will reduce cow methane emissions by an average of 33%. A concept that's attracted startups like Volta Greentech and Mootral working in this space too.  
  • 📦 Impossible Foods partners with meal kit company Home Chef to make plant-based burgers Kit-Possible.
  • 🥃 Liquor legend Diageo (Johnnie Walker, Guinness, Smirnoff) says it created: "the world’s first plastic-free, paper-based bottle." Now it's launching a sustainable packaging "tech" company called Puplex Limited.

  • 🍔 Meet BurgerFi the eco-conscious burger chain worth about $100m. BurgerFi helped to popularize the Beyond Burger in 2017, and the company was using ghost kitchens before it was cool.

  • 🍸 The Queen's side hustle is selling gin made from leaves found near Buckingham Palace
  • 📈 What's up: weed edibles
  • 📉 What's down: coffee sales

The $2B Oat Milk Company & the future of dairy

What do Oprah Winfrey, Natalie Portmann, Jay Z & Howard Schultz all have in common?

They've just become investors in Oatly - the Swedish oat milk brand that just raised $200 million at a $2 billion dollar market cap. The company was founded by brothers, Björn and Rickard 20 years ago and last year boasted $200 million in sales, double what it recorded a year prior.

Trend Drivers: Pandemics, Hoarders, Millenials

Oat Milk sales surged 686% during the pandemic and oat milk turned out to be a regular item in shoppers basket alongside toilet paper and eggs.

Overall the plant-based milk and dairy category is now worth $2 billion and has grown 14% over the last two years (accounting for now about 15% of the milk market).

This tweet shows that there’s plenty of opportunities for plant-based milk, as demand for ol’ cow juice goes down the drain.

Consumers’ shifting preferences also play a part. As people—especially Gen Z and millennials—reject conventional animal products over environmental and health concerns, brands like Beyond Meat and Oatly are seizing the opportunity to win more plant-based fans.


Dairy 2.0 is here folks - and it's better to get in now than later

Just the week we reported on LA-based Grounded Foods who raised a $1.7M seed round for their plant-based cheeses, and UK's Mighty Pea which closed a $1M+ round.

Looking globally, the plant-based dairy landscape is taking off - just compare these two alt-dairy landscape maps published a year apart (v.1.6) to (v 1.5) 📈

The Future
The global dairy alternative market is set to grow to $41 billion by 2025. Thinking of getting into this space? It's more than just peas and oats. Have a read of our Dairy 2.0 Trends report first.

Ghost Kitchens: The $1T Global Market

The global pandemic has seen more users adopt delivery apps, given rise to overnight virtual restaurants and fuelled the necessary kitchen infrastructure that comes along with it.

Source: Karma Kitchens


One example of that is the UK based Karma Kitchens, a startup that provides rentable kitchen space, which just this week announced a whopping $318m Series A round to expand.

The company initially set out to raise just $3m but opted instead for a significantly larger raise and a joint venture with private equity firm, Vengrove Asset Management - giving them the necessary firepower to open 53 new sites across the UK and Europe in the next five years.

Across in the US, CloudKitchens, run by former Uber CEO Travis Kalanick has their focuses elsewhere; turning shipping containers into drive-thru's of the future. Situated in the heart of LA, hungry drivers will be able to order and pick up their meals from a number of virtual restaurants, all from the comfort of their air-conditioned cars.  

Even in the hospitality industry, a sector that was hard hit by the pandemic, we're seeing the ghost kitchen model popping up. Earlier this month, Butler Hospitality, raised a $15M series A to turn loss leading hotel restaurants into profit generators by transforming their unused restaurant space into ghost kitchens.

Ghost kitchens are becoming of a new breed of restaurants that are adapting with today's consumers - set to be a $1T global market by 2030. Expect to see more companies in this space in the coming years, from kitchen infrastructure providers to virtual brands and even robotic kitchen assistants 🦾

New in Funding