Planted’s Alt-Protein Steak Is Sizzling — And So Is Their Growth

2 min readJul 16, 2025

At a time when innovation, performance, and purpose are critical to scaling in the alternative protein sector, Planted leads the way.

Joyance first invested in Planted in 2021, and since then, the company has set a new standard in the plant-based meat category with its exquisite focus on taste and texture. In 2024, the company closed the year with over 40m CHF — more than 25% increase over the previous year. CEO Christoph Jenny’s clear core strategy, dedication to the perfect product, and value-based philosophy fuel the company’s success. Consistent execution across key markets speaks volumes about his leadership, the team’s focus and operational discipline, and product-market fit.

The reception to Planted’s new steak product, launched in March 2024, was nothing short of exceptional — consumers in Germany and Switzerland rated the steak 8.2 and 8.3 out of 9, respectively, and over 90% of German and 80% of Swiss consumers indicated they would purchase again. It now ranks as the highest-velocity SKU in Swiss retail and commands a premium price point.

This demand has, in fact, outpaced supply. Due to capacity constraints, Planted wasn’t able to fully serve all onboarded retailers or bring new partners onto shelves. That bottleneck is about to change. A brand-new factory in Germany went live in June, unlocking the scale required to meet growing demand, improve margins, and support broader distribution.

With new manufacturing capacity, a breakout product, and a clear international roadmap, Planted is positioned for rapid, sustainable growth. For all of these reasons — plus clear consumer traction, operational excellence, strategic focus, and a compelling pipeline — we are proud to double down on our investment in Planted.

By Investment Partner Thibaud Aguettaz

Planted’s Alt-Protein Steak Is Sizzling — And So Is Their Growth

Written by Joyance Partners