Introduction I May 2019

o f
n d
k i is a
strategic investment company
We bring innovative food startups
to China, the world’s biggest
consumer market
The Food
Industry is
Changing
For generations, consumers have been deluded
by Big Food and they have started to realise that.

The Fruit Loops of the world are fast loosing

market share. And the past years have seen a vast
number of innovative food and beverage startups
offering more transparent, more individualised
and more nutritious alternatives.

Some industry observers already refer to the food

industry as "the new internet". 
China is
Upgrading its
Consumption Patterns
The rise of the middle class, the increase of products available on the
market, coupled with a lack of confidence in local food supply chains
have led to major changes in the grocery shopping landscape.

China has quickly become the biggest marketplace for nearly all
FMCG categories. Food continues to secure a lion share of the overall
spending behaviour outperforming transportation, the next ranked
category, by a factor of 2x. By 2020, the Chinese online grocery
market is set to be worth over $ 280 billion. 

Providing enough food at acceptable levels of quality and at an

affordable cost is shaping up to be one of China’s most challenging
issues. And sales of imported food will continue to grow at double
digits. 
Our Mission:
An Unfair Advantage
Feast Creative Foods is a China-focused platform investing in emerging
food and beverage brands. Our team has decades of experience in
marketing, e-commerce, media and China's food industry. And we pulled
our resources together to support international F&B startups in China like no
other concept. 

Our sole purpose and mission is giving our

partner startups the backing, budgets and
brainpower necessary for a successful
launch in China.

We are their import agents, community builders, marketing experts, brand

ambassadors, distributors, networkers, sales managers, trade show
representatives and their own China office. Our goals are fully
aligned. We work completely transparent and we're just as excited about
new food concepts as you are. 
 Documentation

Food product
entering China
Sanitary
certificate
issued Inspection
Bringing a Food
declaration

Product to China

Label compliance
Registration

Sample inspection and Customs

label auditing declaration If you are launching a food product in China, there
are many stakeholders to handle in a complex
linguistic, cultural and regulatory environment.

Customs Tax payments

clearance

Customs
inspection

Customs clearance
 Our
Founded in 2009 Annual Growth (CAGR): 81%
Background
Offices in Shanghai and Hefei >100.000 tons annual turnover Feast benefits from10+ years of experience in
China’s food & beverage market via the
operations of its founding parent ESB Group & its
45+ headcount Visible market share subsidiaries (www.esb-foods.com).

Large recurring customer base
Category expert (frozen)
Multiple sales channels
11 port destinations in China
30 countries of origin
7 categories (frozen foods, snacks)
> 220 SKUs
>140 plant numbers
ESB leverages Feast platform by providing key
competencies in
‣ Logistics services
‣ Import & customs clearance
‣ Inventory management
‣ China sales network & experience
‣ Quality assurance

>80 customs agencies >100 suppliers

 Importers &
distributors
Sales
agents
Rep. office or
direct sales 4 Paths Lead to
Marketing
support
- - - ✔ China
There are many different ways of launching a brand in
Alignment - limited ✔ ✔ China. Most larger F&B companies would opt for
setting up an own organisation, building it brick by
brick and with huge resources, both capital and time.
Transparency - - ✔ ✔
Smaller companies usually work with agents or
distributors, but it can be a challenge finding an agent
who shares the same passion for their
Speed medium faster slow full speed products.

Feast offers an entrepreneurial path into China. We

finance the expansion in exchange for an equity stake
Overall risk low higher max. risk - in our partner brands. This way we have ”skin in the
game” with our goals fully aligned.

max. For startups there’s no faster and no more efficient way

Investment medium medium entrepreneurial of entering China.
investment
 4 Phases of
Vesting
Every brand needs a different China strategy
and every product will face different hurdles on
I Initiation (1-3 months)
the way to the hearts and shopping baskets of
the Chinese consumers.

‣ Sign MoU We vest upon an agreed valuation.

‣ Market study Over 4 phases, we develop and implement an
‣ Focus groups and and product tastings individual launch strategy for each partner
‣ China workshop together with brand brand with clear KPIs and deliverables.
owners
Brand Launch (2
‣
‣
Develop Chinese label
Develop marketing and communication months) II
strategy
‣ First test order ‣ First regular product shipment
‣ Sign vesting contract ‣ Hire brand ambassador / sales manager
‣ Official brand launch
‣ Launch social media channels
 Growth / Sales
III (6-9 months)

‣ Activate marketing plan

‣ Grow sales network
‣ Organise brand events
‣ Formulate initial business case for
evaluation and long-term cooperation

Evaluation (1month) IV … And One

‣ Demonstration of sustainable business
model in the territory
‣ Sales projection after phase IV
Common Goal
The big advantage compared to traditional
distribution models is that our goals are completely
aligned and the brand owners know exactly what’s
happening with their product in China.

The 4 phases also give us enough time to build the

trust necessary for a successful cooperation.
 Feast Holdings (Singapore)
The Feast
Cooperation & Vesting
Agreement
Holds assets Framework
Feast OpCo (China) … And One
The Cooperation & Vesting Agreement Regulates
the equity investment targeting a minority stake of

Common Goal
5-10% of ordinary shares by means of reverse
vesting.

Buys goods Operational

execution, sales, Vesting is triggered upon deliverables within the 4
Brand
marketing, brand distinctive phases over the initial engagement
Distribution Agreement period (typically 9-18 months) with a commitment
building
of payment-in-kind of up to US$ 500k per brand. 

Ships goods The Distribution Agreement regulates the use of

intellectual property rights and commercial terms
for procurement.
What We are
Looking for
We are looking for enthusiastic entrepreneurs with a vision
and a mind-blowing product compatible with the demand
in China's supermarkets, restaurants and online stores.  

We seek to partner with the best-in-class food innovators

and management teams to help accelerate their
international growth and boost their strategic value with a
meaningful presence in the world's largest consumer
market. 

We are looking for companies that

‣ turn the old food industry upside down
‣ are planet positive
‣ offer healthy, nutritious and sustainable products
‣ have a solid, diverse team
‣ have a clear growth strategy
‣ have existing products in the market
 Our Target Categories and
Their Market Size in China
All numbers in Billion CNY

Functional Food / Breakfast Cereals

Baby Food Snacks Beverages
Supplements

300 20 13 1100 700

225 15 9,75 825 525
150 10 6,5 550 350
75 5 3,25 275 175
0 0 0 0 0
2011 2014 2017 2010 20132016 2012 2015 2018E 201020132016 2012 2014 2016
Portfolio
 Case Study (Pilot Case)
Total Sales vs China-Exports Channel Revenues
1 %
22500 monthly total units sold 10 % 4 %
monthly China-Exports Ecommerce
16875 Distributor 1 %
11250 Other
HoReCa 23 %
5625 Corporate 61 %
Retail
0
Mar Jun Sep Dec Mar Jun Sep Dec Mar

Client Sources Regional Distribution

3 % 1 %
2 %
Events & Ads Shanghai Beijing
One year after bringing Noveltea to Existing network 8 % 41 % Jiangsu Tianjin
China, the People’s Republic now Client refferal Zhejiang Shandong
accounts for 42 percent of the Freelance sales Xinjiang Guangdong
company’s global unit sales. If you are Social media Shanxi Hong Kong
interested in the details, ask us for our Other
Noveltea case study. 45 %
To be successful in China, China market
representation
Trade show
representatives

it’s not enough to list your

product on Taobao. The
typical Chinese consumer
requires 9 brand touch Shared office
space
Import agents

points* before making a Social media

Community builders Distributors managers
purchase decision. That’s 4
more than in the most
Western countries. For our Event promoters Brand ambassadors
partner brands we are …
*McKinsey China
China’s Digital Customer Journey
Social Friends & Family Offline
Inspiration Inspiration Inspiration

Sharing Purchase Research

‣ Gourmet food and drink
shop Route-to-Market
‣ > 3 million followers
‣ Regular content offering
with dedicated editors,
video producers, food
Partners
science experts & freelance
writers
We have strategic partnerships with several of the
‣ 80s and 90s generation,
largest Chinese e-commerce platforms and online
‣ 60 % female
retailers.

Penguin Guide, our preferred launch partner, has so

much social media pull, that their promotions usually
even have a measurable effect in the brand’s own
‣ China’s premium online
home market.
store
‣ 20 million followers on
WeChat and over 3
million daily video views
‣ Distributed in >50 main
channels online & offline
‣ Customers mainly 70s
and 80s generation,
‣ mainly male followers
 Founders & Core Team
Janis is a former Nic is a food Benedikt joined Rachel started her Max is the founder
journalist and entrepreneur who ESB in 2012. He long career in retail and former CEO of
entrepreneur who started his China spent years as a at industry giants Lazada, the leading
has been living in journey in 2005. MD at tech startups such as P&G and e-com platform in SE
Shanghai since His company and consulted mid- Carrefour where she Asia. In 2016, he
2002. Food is his ESB provides key cap companies as worked as a sold the company to
passion.  services to Feast. finance specialist. Purchasing Director. Alibaba.
Janis Vougioukas 
 Nicolas Stöckert Benedikt Stöckert Rachel Han Max Bittner
CEO Strategy Finance Operations Angel/Advisor

April Wang Cindy Fan Lana Khovracheva Tom Su Monica Fan Rita Zhai Justin Jing Elyn Gao Summer Liu
Sales Director Creative Director Event Manager E-com Manager Sales Manager Logistics Designer Analyst Administration
Connect
Shanghai
Feast Creative Foods Ltd.
shanghai@feast-china.com
RM 204, No.664 Xinhua Road
Changning District, Shanghai, 200052 PRC
上海海市⻓长宁区新华路路664号

万宝国际商务中⼼心204室  邮编：200052
Munich
Feast Germany
munich@feast-china.com
℅ GFEP Family Equity
Maximiliansplatz 15
80333 Munich
Germany

Global
www.feast-china.com