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Allplants的6700万英镑植物基餐食押注：2024年破产管理，品牌被Plants收购
伦敦厨师制作的纯素即食品牌融资6700万英镑，零售三个月售出600万份餐食，随后于2024年11月进入破产管理。
allplants
做的是什么生意
London DTC brand that cooked chef-designed plant-based frozen ready meals in its own East London kitchen and sold them by subscription, then through more than 100 UK retailers.
起因
Brothers Jonathan and Alex Petrides founded allplants in 2016, cooking plant-based meals in East London and delivering them directly to households. Their bet was that vegan eating was leaving the niche and that people would pay for convenient chef-made food that could convert flexitarians.
经过
allplants raised £67M over eight years, including from investors such as footballers Chris Smalling and Kieran Gibbs, and grew into what it described as Europe's largest plant-based kitchen. The November 2022 retail launch looked like validation: six million meals sold in three months across Ocado, Planet Organic and other stores. But the economics never followed: the company posted a £9.9M loss in the seven months to March 2023, which founder Jonathan blamed on inflation, post-Brexit supply-chain disruption and rising interest rates as the business shifted from growth toward profitability. The category also turned: Green Queen reported UK vegan ready-meal sales fell about 20% in 2023 amid a wider backlash against ultra-processed plant-based food.
结果
With debts mounting and no buyer found, allplants gave notice that it would appoint administrators in November 2024. It entered administration, made 65 staff redundant, halted production in East London and ran a closing-down sale; Interpath Advisory was appointed to sell its assets, with investors facing losses of almost £70M. In February 2025, Deliciously Ella founders Ella and Matthew Mills bought the allplants brand name and associated assets out of administration under their Plants label.
背景
兄弟Jonathan和Alex Petrides于2016年在东伦敦创立allplants，烹制厨师设计的植物基即食餐并直接销售给英国家庭。他们的赌注是纯素饮食正走向主流，人们会为方便且美味到足以转化弹性素食者的餐食支付溢价。
公司在八年间筹集了6700万英镑的资金，投资者包括足球运动员Chris Smalling和Kieran Gibbs，并建立了它自称的欧洲最大植物基厨房。2022年11月在Ocado和Planet Organic的零售首秀看起来证实了需求：最初三个月内售出600万份餐食，产品范围最终扩展到100多家零售商。
但经济性从未跟上。allplants在截至2023年3月的七个月内录得990万英镑亏损，创始人Jonathan将其归咎于通货膨胀、脱欧后的供应链中断和利率上升，因为业务正从增长转向盈利。更广泛的品类也转向不利：Green Queen报道，2023年英国纯素即食餐销售下降约20%，原因是超加工食品的抵制。
到2024年底，没有救援出现。allplants于11月通知将任命管理人，随后进入破产管理，裁员65人并停止东伦敦的生产；投资者面临近7000万英镑的损失。2025年2月，Deliciously Ella的创始人Ella和Matthew Mills以Plants名义收购了品牌名称和资产，称产品不会简单地重新上市。
这件事要成立，得有什么
- 整个模式假设品类增长会持续为扩张提供资金；当2023年英国纯素即食餐销售下降约20%时，收入下降恰逢固定成本达到峰值。
- 截至2023年3月的七个月亏损990万英镑表明，厨房、冷冻供应链和零售扩张远远超出了品牌能赚取的利润。
- 零售的成功被视为市场验证，但超市定价和自有品牌竞争使得600万份餐食难以转化为利润。
- 反超加工食品的抵制打击了便捷植物基食品，恰逢allplants规模化进入冷冻即食餐领域。
可借鉴之处
备受喜爱的品牌和真正的需求无法战胜单位经济性：通货膨胀加上反超加工食品的抵制恰逢6700万英镑增长股权耗尽之时——品牌存续，公司垮台。
后续进展
Ella和Matthew Mills于2025年2月通过Their Plants CPG品牌收购了allplants品牌名称及相关资产，由总经理Kerry Atack领导品牌焕新。他们表示将利用allplants近20万的社交媒体粉丝建立新的天然植物基品牌，而不是重新推出旧产品线。创始人Jonathan Petrides离开了公司。原公司的东伦敦厨房继续关闭，其投资者的约7000万英镑在破产管理中被减记。
资料来源
- Vegan ready meal brand Allplants falls into administration after mounting financial struggles
- Allplants: Deliciously Ella Founders Rescue Vegan Ready Meal Brand in Anti-UPF Push
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