Oatly’s new celebrity backers are becoming seasoned agrifood investors, with the Swedish alt-milk maker just the latest bet they’ve made in the space.
From IT to oat milk, Bjorn Oste started working with his oat milk-inventing brother Rickard in the 1990s to build Oatly, the hugely successful, Sweden-born oat milk company, known for its quirky marketing campaigns, and more recently for selling out in major grocery stores at the start of the Covid-19 pandemic.
Interesting things are happening in the Nordics. MatHem (literally “Food Home”), the market leader in online groceries in Sweden, has teamed up with a local financial colossus and industrial enfant terrible to re-draw the food map, writes Johan Jorgensen.
Noquo has yet to settle its core ingredient(s), admitting it’s a hard problem to crack, but a list of heavyweight investors clearly thinks the team can go the distance.
LeadX Capital Partners, which is backed by German retailer Metro Group, led the round, joined by the likes of Ingka Group (IKEA), Northzone, D-Ax, and Norrsken.
Digital Ag: Why is predicting return on investment per field so hard?