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28. April 2021 | 07:00 CET

Nestlé, Kraft Heinz, The Very Good Food Company: Conservative investments - rethought

  • Vegan
Photo credits:

As the Allensbach Market and Advertising Media Analysis (AWA) showed last year, 24.75 million people in Germany alone are interested in healthy eating and healthy lifestyles - and the trend is rising. Young people, in particular, are increasingly drawn to veganism. Even if it is scientifically disputed to what extent meat consumption is associated with poorer health, the ethical advantages are obvious. Where no animal was processed, no animal had to be fattened, kept and slaughtered. Established food companies and innovative newcomers are vying for customers in the food market. We present three shares.

time to read: 3 minutes by Nico Popp



Nico Popp

At home in Southern Germany, the passionate stock exchange expert has been accompanying the capital markets for about twenty years. With a soft spot for smaller companies, he is constantly on the lookout for exciting investment stories.

About the author

Nestlé: This boredom breeder is breaking new ground

If you want to invest in food, Nestlé comes to mind first and foremost in German-speaking countries. The Company is anything but cyclical and offers an attractive dividend yield. The Swiss are the world's largest food manufacturer, offering everything from cereals and canned goods to baby food or diet products. Nestlé also has sweets and dairy products on offer. Nestlé's solid organic growth, even during the crisis, shows that food is a reliable business.

The Company recently acquired Aimmune Therapeutics in the health sector, giving it a more modern look. Aimmune has launched a product against peanut allergies. The idea seems tempting: a food company offering solutions for the growing number of allergy sufferers. In the future, Aimmune wants to address other ailments of civilization. For Nestlé, the acquisition is a growth kick - after all, the peanut allergy product has potential sales of EUR 1 billion. Even if Nestlé reads well for investors, the share still falls short of expectations - 1.8% share return in one year is too little. However, you cannot go far wrong with the stock.

Kraft Heinz needs to reinvent itself

Kraft Heinz is similarly well-known as Nestlé. The Company stands for all kinds of dips and barbecue sauces, Philadelphia cream cheese and sausages. The example of Philadelphia describes quite well the business model of the big food multinationals: cream cheese is cheap to produce and not a particularly challenging product in any other way. But thanks to a well-known brand and sustained marketing, companies like Kraft Heinz can skim off a particularly high margin.

Nevertheless, things are not going so well at Kraft Heinz. In the past fiscal year, special write-offs ensured that profits were only in the low triple digits - not enough for one of the world's five most prominent suppliers in the food sector. Although the last few quarters have shown slight signs of a trend reversal, which is expected to continue into the current fiscal year, Kraft Heinz itself emphasizes that it needs to renew its product range to succeed in the market.

The Very Good Food Company: Vegan food like from the butcher

The Very Good Food Company does not have this problem. With its vegan products, the Canadian Company is in tune with the spirit of the times - and at the same time makes all consumers, who like their food particularly meaty and hearty, happy. How does it work? The Very Good Food Company produces meat and sausage substitutes and dispenses with complex processing procedures. Processed foods are considered rather unhealthy by health-conscious people. Nevertheless, the Canadian Company makes sure that its products look like they were bought fresh from the butcher. In addition to an online store, The Very Good Food Company also operates restaurants where customers can get to know the Company's range of products.

In recent months, the Canadians have invested in more production capacity and now work with 301 partner companies, including chains such as Whole Foods, Thrifty Foods and others. The Very Good Food Company deliberately sets itself apart from Beyond Meat and other competitors and operates in the quality segment - the Canadians will not have any cooperations with fast-food chains. In the background, The Very Good Food Company is working on expansion in the USA and can also imagine moving into Europe. In the past three months, the stock has corrected 26% after previously creating a real hype. For those looking to innovate within the food sector, The Very Good Food Company is worth looking at. Traditional food companies might also take notice - the brand is consistent, and the products are well received.


Nico Popp

At home in Southern Germany, the passionate stock exchange expert has been accompanying the capital markets for about twenty years. With a soft spot for smaller companies, he is constantly on the lookout for exciting investment stories.

About the author

Conflict of interest & risk note

In accordance with §34b WpHG we would like to point out that Apaton Finance GmbH as well as partners, authors or employees of Apaton Finance GmbH may hold long or short positions in the aforementioned companies and that there may therefore be a conflict of interest. Apaton Finance GmbH may have a paid contractual relationship with the company, which is reported on in the context of the Apaton Finance GmbH Internet offer as well as in the social media, on partner sites or in e-mail messages. Further details can be found in our Conflict of Interest & Risk Disclosure.

Related comments:

15. April 2021 | 10:40 CET | by André Will-Laudien

The Very Good Food Company, Unilever, Kraft Heinz Company - People always eat!

  • Vegan

Vegan food is becoming increasingly popular. On the one hand, public opinion is increasingly directed against unethical animal husbandry. On the other, we as consumers are becoming aware that traditional livestock farming is a factor in global warming. After all, the production of one kilo of Argentine steak requires 5,000-15,000 liters of water. The figure comes from the WWF study "Water footprint of Germany." Added to this is the methane production of livestock farming, not to mention all the other problems of factory farming. Currently, about 1.5 billion animals are kept worldwide. However these numbers are calculated, they are all mind-boggling statistics compared to the little meat on our plates. In short, not only since Greta Thunberg, a trend towards more sustainable nutrition, animal welfare and ultimately less meat consumption and the use of plant-based meat substitutes has become established. The topic is omnipresent!


19. March 2021 | 08:53 CET | by Stefan Feulner

BYD, The Very Good Food Company, Bitcoin Group - These are the growth rockets!

  • Vegan

Faster, higher, further! This saying is especially true for industries dedicated to future technologies such as electric mobility, hydrogen or fuel cell technology. Growth rates of more than 100% per year are the norm here. If a company stagnates, it will be overrun by its competitors. To grow faster than the market, it needs innovations to gain a speed advantage through unique selling points.


02. March 2021 | 09:45 CET | by Nico Popp

Beyond Meat, The Very Good Food Company, Nestlé: This growth tastes good

  • Vegan

PHW Group's latest veggie study shows it: Meatless is the trend. In Germany, one in two people already consciously abstains from meat now and then. Younger people, in particular, prefer meatless meals. Of the 18 to 29-year-olds surveyed, 14% eat vegetarian and 3% vegan. For companies that offer meat-free alternatives, this is excellent growth potential - after all, millennials will eventually settle down and earn more. In this case, premium providers around meat-free products could benefit the most.