Here's What Happens When Two Multi-Billion Dollar Megatrends Collide

It leads to what could be a brand new segment of both rapidly growing industries, with potential first-mover advantage going to whoever can crack a crucial code: How to make plant-based proteins as effective as the animal-based proteins that have, until now, dominated this market. The sports nutrition supplements industry is now on track to reach $9.7 billion by 2027, and its protein segment alone could hit $3.1 billion.

On the other side of this bridge, the plant-based food industry is muscling its way into the estimated $4.3-trillion e-commerce segment, as new entrants not only look to threaten to disrupt the traditional food industry …They're also aiming to become the Amazon of niche plant-based offerings, much like Chewy.com did for pet supplies, outshining Amazon itself in the segment.

Until recently, no one has been able to crack the plant-based protein code to the satisfaction of the muscle-bound sports industry. The company that we think finally did it landed itself an exclusive contract with one of the most popular brick-and-mortar sports nutrition stores: GNC. And it's about to launch on Amazon's Launchpad platform.

The company is PlantFuel Life Inc (FUEL; BLLXF) … and with $3.9 million in initial purchase orders from GNC, celebrities from both the NFL and the music industry are joining the team. And they're not just brand ambassadors for a bridge between these growing industries …

The Numbers Behind This Industry Bridge

Last year saw double-digit growth in the plant-based foods industry. Up by 27% in a single year, the plant-based food market grew almost twice as fast as the U.S. retail food market, which only saw a 15% increase in 2020--even as consumers stocked up on food for pandemic lockdowns. Nearly 57% of American households now buy plant-based foods.

Analyst Kyle Gaa of the Good Food Institute called 2020 a "breakout year for plant-based foods", citing "incredible growth" surpassing expectations.

In minimal time, some plant-based stocks have increased to multi-billion-dollar valuations, and netted investors attractive rewards:

PlantFuel CEO Brad Pyatt, a former NFL player himself, defines this industry trend as a much wider "active lifestyle" trend that is estimated as $53 billion--and counting.

What Peloton did for fitness...What Oatly has done for plant-based milk …What Beyond Meat has done for the vegan industry …PlantFuel (FUEL; BLLXF) plans to do as it looks to bridge the $7-billion plant-based industry with the expected $35-billion sports nutrition and supplements industry.

The Breakthrough Premium

The PlantFuel launch in GNC stores earlier this month features five new products including All-in-One Pre-Workout, All-in-One Nutrition, All-in-One Recovery, Performance Protein, and Daily Immunity and Hydration.

This isn't just another protein drink, either. This is rooted in science and cutting edge technology. PlantFuel says it uses clinically proven and scientifically validated ingredients for optimal performance.

Not only have they created a protein powder that we think actually tastes good, but they've done it with premium plant-based ingredients. The company is also conducting research to demonstrate its plant-based protein is just as effective as animal-based protein, or whey.

PlantFuel's science-based product is premium in more ways than one: They've added amino acids that they say match those found in whey … and they've also added performance mushrooms.

Celebrities Join The 'No F***ing Whey' Campaign

On August 31st, PlantFuel (FUEL; BLLXF) announced strategic investments by NFL Hall of Fame Wide Receiver Terrell Owens and Rap Superstar Lil Yachty, adding even more excitement to the retail launch of this premium brand.

"As everyone knows, throughout my professional career I've been in phenomenal shape and extremely conscious about what I put in my body," said former NFL star Terrell Owens. "From Day 1, I was thoroughly impressed by my exploration of PlantFuel and its products. I am excited about my partnership with PlantFuel and delighted to join their team." For Lil Yachty, PlantFuel is his second deal with his newly launched VC fund, Scoop Investments.

NFL and music industry celebrities add even more power to PlantFuel's management team. PlantFuel was founded by a former NFL player, Brad Pyatt, who previously has already built one $200-million empire, as well, and is being led in its marketing efforts by a former business development leader for Amazon.

PlantFuel (FUEL; BLLXF) is fueled up, ready to go and hitting the starting blocks with a product that could easily disrupt a sports nutrition and supplements industry that's already headed to an estimated $35 billion. It's one of those new industry segment niches that we believe could end up rewarding early-in investors nicely.

Industry Giants Are Going Plant-Based

Walmart Inc (WMT) is an American multinational retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores. The company was founded by Sam Walton in 1962, incorporated on October 31, 1969 and listed on the New York Stock Exchange in 1972. 

The Wal-Mart Foundation is the philanthropic arm of Walmart that donates to charities such as United Way Worldwide and Feeding America. In addition to donations made through their foundation they also offer grants for organizations like Growing Power or Habitat for Humanity International who are dedicated to sustainable agriculture or affordable housing respectively.

In addition to its global retail dominance and philanthropic offerings, WalMart is also securing major partnerships with companies at the forefront of the plant-based movement. Especially Beyond Meat, adding even more products to its arsenal in 2020. Chuck Muth, Chief Growth Officer, Beyond Meat. noted, "At Beyond Meat, we are proud to offer a growing portfolio of plant-based meat products that enables us to expand our retail presence. The addition of Beyond Meatballs to Walmart shelves allows us to make available more of our delicious, nutritious and sustainable plant-based options." 

Kellogg (K) is another food giant making the jump to plant-based products in a bid to compete with the success of Beyond Meat and unlisted competitor Impossible Foods. Last year, Kellogg teamed up with Morningstar Foods to launch a line of plant-based products aptly named "Ingogmeato."

Kellog's launch of Incogmeato was a major step in the company's commitment to its consumers. "As more consumers are choosing a 'flexitarian' lifestyle and actively reducing meat, we're thrilled to be extending the MorningStar Farms portfolio with a delicious and satisfying meat-like experience," said Sara Young, General Manager, MorningStar Farms, Plant-Based Proteins, adding, "We know that about three-fourths of Americans are open to plant-based eating, yet only 1 in 4 actually purchase a plant-based alternative. So, the intent is fully there, but it hasn't necessarily been followed with action. We know the number one barrier to trying plant-based protein is taste. These consumers are still seeking the amazing taste, texture, and sizzling qualities of meat but want a better alternative for themselves and the planet."

Starbucks Corporation (SBUX)  is the world's largest coffee company. As of 2018, they have over 28,000 stores in more than 65 countries and employ 240,000 people around the globe. With nearly 4 billion cups of coffee sold each year, this company has changed the way we drink coffee! They offer a variety of different drinks from espresso to frappuccinos that are appealing to even the pickiest drinkers. The company started back in 1971 with one store located on Seattle's Pike Place Market. Now they are worth almost $140 billion!

A lot has changed since this small business opened its doors for business. It's now a lot more than a coffee shop. The beverage giant can be found in stores and its products can be purchased online. But moreover, it has expanding its offerings, as well. From donuts and sandwiches to plant-based offerings, Starbucks is making major moves to make sure every customer finds what they need.

Michael Kobori, chief sustainability officer at Starbucks explained, "Starbucks aspiration is to become resource positive. This aspiration, coupled with the insight that our customers are looking for more plant-based choices, has inspired the development of exciting and delicious plant-based beverages and food," adding, 

Amazon (AMZN) is going all-in on the ESG boom. The tech giant has gone from selling books to selling practically every other imaginable item from one easy-to-use website. And it's done so with an ESG twist. Not only has Amazon taken the lead in reducing its own emissions, it's also pushed its suppliers, manufacturers and delivery infrastructure to do the same.

Amazon's commitment to sustainability extends even beyond the infrastructure and offerings in its arsenal. With a pledge to go carbon-neutral by 2040, the company is at the forefront of innovation in this push. From renewable energy to electric deliveries, Amazon is going above and beyond in its drive for a greener future.

Laird Superfood Inc (LSF) is a small company that produces nutritious, all-natural, and organic food. They are looking for ways to expand their business into new markets and increase the amount of profit they make on each product. As a result, Laird Superfood Inc has begun exploring whether or not they would be able to sell their products in bulk wholesale quantities at less than retail prices to companies such as restaurants, grocery stores, schools, colleges and universities.

With products ranging from specialty creamers to coffee and instafuels, Laird Superfoods has made major waves with consumers looking for an extra boost to get their day going. And it's drawn a lot of attention from investors in the process. 

By. Charles Kennedy

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Forward-Looking Statements

This publication contains forward-looking information which is subject to a variety of risks and uncertainties and other factors that could cause actual events or results to differ from those projected in the forward-looking statements. Forward looking statements in this publication include that the products of PlantFuel Life Inc. ("PlantFuel") can help bridge the gap between plant-based food industry and the global market for sports nutrition and supplements; that the plant-based food industry and global sports nutrition and supplement market will continue to grow substantially; that a new health and nutrition segment will develop and continue to grow which PlantFuel's products will serve; that the sports nutrition and protein supplement segments will continue to grow substantially and will evolve to adopt plant-based supplements; that PlantFuel can develop a plant-based protein that is as effective as animal-based protein generally and whey protein in particular; that PlantFuel can gain first mover advantage in these developing segments; that PlantFuel can achieve sales of its products and gain market share in the sports nutrition and protein sectors; that PlantFuel can leverage support from celebrity investors to help generate sales and consumer interest in its products; that PlantFuel can achieve additional and ongoing orders from GNC and obtain sales on the Amazon Launchpad platform as anticipated; that PlantFuel can develop revenues in other brick and mortar stores and also online via ecommerce marketing efforts; that PlantFuel can continue to develop products that achieve market acceptance and consumer adoption. These forward-looking statements are subject to a variety of risks and uncertainties and other factors that could cause actual events or results to differ materially from those projected in the forward-looking information.  Risks that could change or prevent these statements from coming to fruition include that PlantFuel's products may not help to bridge a gap between plant-based food industry and the global market for sports nutrition and supplements as anticipated or at all; that the plant-based food industry and global sports nutrition and supplement market may not continue to grow as anticipated and that plant-based products may remain less popular than animal based products and supplements, particularly in mainstream athletics and sports nutrition; that the sports nutrition and protein supplement segments fails to grow as anticipated or continues to favour whey based supplements and animal based competing products; that PlantFuel may fail to obtain any first mover advantage in developing its plant-based protein or be unable to gain any advantage over larger and more developed competitors with more established brands; that PlantFuel's products may be found less effective than animal-based protein generally and whey protein in particular; that PlantFuel may be unable to achieve ongoing sales of its products or gain sufficient market share in the sports nutrition and protein sectors to achieve commercial viability; that PlantFuel may be unable to achieve any significant competitive advantages from celebrity endorsements; that PlantFuel may fail to secure additional and ongoing orders in brick and mortar stores or online; that PlantFuel may be unable to develop its business due to insufficient financing or an inability to raise funds in the future; that PlantFuel may be unable to develop new products that achieve market acceptance or consumer adoption. The forward-looking information contained herein is given as of the date hereof and we assume no responsibility to update or revise such information to reflect new events or circumstances, except as required by law.

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