Start-up vegan food business allplants gets record-breaking £800,000 cash injection

Vegan food business, allplants, is set to expand their operations over the next 12 months thanks to a record-breaking investment of £800,000. The company, which was launched by brothers Alex and Jonathan (JP) Petrides in 2016, delivers frozen plant-based meals nationwide in an environmentally sustainable way.

Previous to launching allplants, Alex was brand director at Propercorn and JP was co-founder of east African mobile bank M-Shwari, and Kenyan health and wellness hospital chain, Penda Health. However, after both turning towards a plant-based diet themselves, and having run a series of successful supper clubs, they identified that the demand was there for a range of entirely plant-based dishes. After a soft launch with family and friends in late 2016, they are now well underway to driving forward a successful, innovative and exciting business with allplants.


It is the brother’s aim to take plant-based eating to the masses, and with their recent investment, they hope to crack major mainstream retailers. Their vegan dishes, which have been created with a team of skilled chefs, include Cashew Mac, Lasagne Caponata, Black Bean Chilli, Thai Green Curry, Moussaka, Bourguignon, Moroccan Tagine, Super Spring Risotto, and Jerk Jackfruit. To date, they have served over 10,000 meals since January 2017.

Each plant-based meal serves as dinner for two; all you have to do is pop your meal in the oven or microwave to heat it up. They are ordered as a weekly box, with six delicious dinners included. They cost around £4.75 per meal. They only offer a Carbon Neutral Delivery option, and each box is made using sustainable materials. Freezing food helps to keep plant-based meals fresher for longer, but also means less waste. They will last in the freezer for up to 12 weeks.

Felix Capital have never previously invested in a plant-based start-up. It is also the largest venture-round raised by a European plant-based start-up.

The recent funding came from venture capitalist Felix Capital; it was a first for them, as they have never previously invested in a plant-based start-up. The fund was contributed to by a variety of people and companies from across social impact, food and media sectors. It is also the largest venture-round raised by a European plant-based start-up.

With their investment, allplants plan to use the funds to grow their vegan menu online, build a world-class team and prepare for launch into major retailers. Founder Alex Petrides notes of plant-power: “It isn’t a fad. It’s a social movement.” Meanwhile, JP comments: “People already know that eating more plants is good for their health and the planet. We’re not here to preach, we’re simply focused on making delicious food, empowering the nation to feel good and do good. We’re part of a new generation who care deeply about our health just as much as the environment around us.”

It comes as part of a boom in people adopting a meat-free diet; a YouGov poll recently revealed that 56% of UK adults believe meat is unnecessary to eating a good meal. There are many signals highlighting that the UK’s plant-based eating movement is set to explode. This doesn’t come as a surprise to Alex Petrides, who notes: “We believe that by 2030, most people will be mainly vegan – not hippies or activists, just normal, casual and vegan. The plant-based food scene is growing by the day.”

56% of UK adults believe meat is unnecessary to eating a good meal.

Antoine Nussenbaum of Felix Capital told Plantbased News: “We are delighted to back the founders on such an inspiring mission: bringing the plant-based culture central to mainstream lifestyles. allplants is much more than delicious food, it’s a community, an aspirational movement full of creativity.”

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