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Cover issue 15

VBites Partnership with Swedish Plant-Based Company

VBites to partner with the Swedish investment company, Kale United.

Heather Mills, founder and CEO of popular plant-based food brand VBites, is teaming up Kale United, in a bid to relaunch the vegan food brand, Astrid Och Aporna.

Launched in 2018 by the experienced entrepreneur Måns Ullerstam, Kale United aims to support, develop and invest in the plant-based movement.

Now, in a joint partnership with VBites, Kale United has announced that they will be investing in Astrid Och Aporna, Swedens first vegan food company.

VBites has been supplying the company with dairy and meat alternatives for over a decade now, so the investment from VBites and Kale United will help relaunch and revive the popular vegan food brand.

Måns Ullerstam, founder of Kale United commented: “It is exciting for us to be announcing the relaunch of Astrid Och Aporna with VBites. Heather has been instrumental in defining and growing the vegan food category in Scandinavian supermarkets for over a decade now, and her support and partnership as we revitalise Astrid Och Aporna is critical to our future success.

By partnering with Heather and VBites to resurrect the iconic vegan Astrid Och Aporna brand, we plan to meet strong demand for vegan products by making existing and new products more widely available than ever before.

The relaunch of Astrid Och Aporna is a perfect fit with Kale United’s strategy to harness its local expertise and international reach, helping global plant-based companies to enter Scandinavia and to support Scandinavian companies as they grow globally.

I’d like to thank Heather and the VBites team, as well as the wider team at Astrid Och Aporna for their support in helping bring this deal to reality.”

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