On January 30, 2025, the plant-based cheese giant Jay&Joy announced a major operation: a €2 million fundraising round and the acquisition of its main competitor Les Nouveaux Affineurs. This merger will allow the brand to double its production capacity, expand its product portfolio, and strengthen its industrial network with a new production site in France.
A strong industrial ambition
The complementary nature of the Jay&Joy and Les Nouveaux Affineurs ranges allows this new plant-based cheese giant to offer around fifteen products, available in organic stores and supermarkets. This is an opportunity for the group to compete with the traditional cheese players, who are also committed to the plant-based segment.
A fundraising round
The €2 million fundraising round will finance the integration of activities and accelerate the company's international development. This step is part of a favorable market dynamic: according to Smart Protein, the plant-based alternatives sector grew by 21% in Europe between 2020 and 2022, reaching €5.8 billion, including €425 million in France alone.
Founded in 2015, Jay&Joy has established itself as the leading French plant-based cheese company. The company, which employs around forty people and exports to ten European countries, focuses on vegan recipes with a short ingredient list, and now on organic products.
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