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  • Writer's pictureVictoria Advisory

Victoria assists HappyVore's founders in €35m fundraising led by Invus

Updated: Aug 3, 2022

Paris, June 14th 2022


Created in 2019 by Guillaume Dubois and Cédric Meston, HappyVore (formerly Les Nouveaux Fermiers) is one of the French leaders in plant-based meat. The Company develops and markets a full range of plant-based products (including nuggets, steaks, meatballs...) to circa 2,000 points of sales (mainly hypermarkets and restaurants). Happyvore employs 60 people with 25-30 new recruitments targeted by year-end.

The transaction

In June 2022, HappyVore announced it has completed a new funding round of €35 million led by US-based Invus to finance the development of its industrial capabilities (set-up of own production site in Loiret, one of the largest in France for plant-based meat) and its accelerated sales expansion.

The role of Victoria in the deal

Victoria has advised Guillaume and Cedric in defining the best strategy to approach investors. It also provided them support throughout the negotiation process.

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