Heaven Launches Its First Equity Crowdfunding Campaign on CrowdFundMe

Heaven, an Italian brand in the food & beverage sector specializing in plant-based products, launches its first equity crowdfunding campaign on CrowdFundMe.

The goal is to raise at least 300,000 euros and up to a maximum of 4 million, offering the opportunity to anyone to become a partner of an Italian SME that is revolutionizing the plant-based sector, investing starting from just 200 euros.

The funds raised through the equity crowdfunding campaign on CrowdFundMe, which will end in the first half of December, will be mainly used to strengthen the brand and acquire new consumers, with 15% allocated to the development of new products and 25% to distribution.

The results achieved by Heaven

Heaven is present in over 4,000 Italian supermarkets, including Esselunga, Coop, Conad, Carrefour, Eataly, Cortilia, Viaggiator Goloso, Unes, Spar and Decò, as well as in more than 600 bars.

Its offering includes two product lines: four drinks and three yogurts, all oat-based and without added sugar, developed internally in its Research and Development hub in Milan, guaranteeing a strong competitive advantage.

Over the past two years, Heaven has almost tripled its turnover, expecting to close 2024 with a turnover of around two million euros.

Its product range has grown from three to seven products and, this year, it launched a line of oat yogurt that is unique in Italy: with live lactic ferments, no added sugars, and a creamy consistency that has nothing to envy of a cow’s yogurt.

Why the founders chose Italy

Brendan Harris, from England, founded Heaven together with Inga Jasiuvian , from Lithuania. Heaven is their second collaboration after a great success shared in the Nordic countries with ‘Froosh’, an innovative brand in the smoothie category that became the market leader in just a few years.

“Until now, the Italian food & beverage market has been dominated by multinationals, stifling innovation, which has always been the strong point of start-ups and SMEs. Heaven is bringing a new concept to Italian consumers: innovative products, loved for their taste and quality, but with all the advantages of plant-based,” said Brendan Harris.

Now the two entrepreneurs have chosen to compete with the big brands on the Italian market with the new brand Heaven, guided by the same philosophy: innovation, a passion for quality and the ethical values ​​of the two founders.

Brendan explained why they chose Italy: “Italians often don’t realize how much their country has created favorable conditions for startups. From tax advantages to state support for funding, Heaven has benefited from the Italian ecosystem to navigate the early years that are often the most difficult for new businesses. For us, Italy is among the top startup-friendly markets in the world.”

The target market

According to IRI/Circana data on large-scale retail trade, oats are the fastest growing ingredient in the plant-based beverage segment: between 2019 and 2023, they recorded a compound annual growth rate (CAGR) of +29% in value, while the other ingredients (soy, almond, rice, etc.) are all declining.

It is estimated that between 2024 and 2029, oats will grow by 20% annually, reaching a turnover of over 200 million euros and a 58% market share of plant-based milk, and Heaven is the only Italian player specialized in oats.

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(Featured image by Julian Hochgesang via Unsplash)

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