Food Tech: Groupe SEB takes a stake in Chefclub and steps up on social networks

Chefclub seduces SEB. The French group announced on January 25 that it was entering into a partnership with the Chefclub nugget as well as a minority stake acquisition via its investment company SEB Alliance. The company wants to support it in “its strong development by participating in its second round of financing“, she explains, without specifying the amount of this participation.

Chefclub is a start-up created in 2016 by three brothers Thomas, Jonathan and Axel Lang. La pépite has developed a culinary content platform aimed at simplifying and democratizing cooking. Its particularity is to create this content with its community and thus to offer experiential content giving direct access to communities. The products, free of charge, are designed based on the demands, tastes and opinions of the community, expressed at different points in the creation process.

Extend Seb’s target to connected young people
The Parisian nugget quickly became a brand whose notoriety has crossed borders and claims to be the foodtech brand which in 2020 experienced “the strongest growth in the world on social networks“. This community, which according to her reaches 100 million subscribers and allows her to accumulate more than a billion monthly views. This powerful audience allows her to equip her platform with”unrivaled media coverage“. So in December 2020,”50 million Americans and nearly 15 million French people have viewed a Chefclub recipe“, continues the start-up.

The specificity of ChefClub is to promote its content in video. It promotes its universe and its products through recipe videos designed as “inspiring and fun“and available worldwide. This positioning visibly appealed to Seb in its strategy direct-to-consumer and in its diversification strategy in terms of marketing materials. This partnership “expands Groupe SEB’s audience, particularly among Millennials, who have discovered or rediscovered the pleasures of cooking thanks to the content disseminated by the start-up“, explains the company specializing in small domestic equipment.”This collaboration will allow us to go even further in offering innovative services to cooking enthusiasts.“, adds Thierry de La Tour d’Artaise, CEO of Groupe SEB.

7.3 billion euros in turnover in 2019
This equity investment is part of the launch of a range of products under license under the “Chefclub by Tefal” brand and scheduled for the first half of the year. In co-creation with the Chefclub community, this range made up of pans, pots, kitchen utensils and small appliances is based on “Chefclub’s expertise in the development of creative recipes“and that of Tefal in product design.

This new brand will be launched in France and internationally (Germany, Brazil, Italy, Korea, Canada, Spain, Great Britain, Mexico). She “will be marketed throughout off and online distribution as well as direct sales (DtoC) on the Tefal and Chefclub brand sites“, indicate the two partners. The objective is to ensure the launch and promotion of this new brand by taking advantage of the visibility of the start-up on social networks.

For Chefclub, it is access to industrial know-how “recognized, the strength of the Tefal brand and a wider distribution that will allow its community to find the products in the group’s distribution channels“, add the two companies. Beyond the production and distribution of culinary content, Chefclub sells books – 700,000 books sold to date – and it claims 150,000 customers. The DNVB (for Digital Native Vertical Brand). For its part, SEB – whose portfolio includes the Rowenta, Moulinex, Krups, Lagostina and All-Clad brands – weighs 7.3 billion euros in sales in 2019. With a presence in 150 countries, the group employs more than of 34,000 employees.

Spotlight on live streaming
It should be noted that SEB has been stepping up live streaming operations with its brands in recent weeks in partnership with distribution players via their online sales sites. A deployment that makes sense in the context of the health crisis, which forces more consumers to stay at home.

The Moulinex brand has thus created a cooking show broadcast live on social networks and the Darty and Boulanger websites to present the latest models of the Cookéo and Companion robots. The show produced in triplex and embodied by chefs including Cyril Lignac, influencers and consumers totaled 333,000 live views, 20,000 comments and nearly 4 million people connected in replay, according to the French company. Will follow Krups and Tefal. “The success of Live streaming, which has established itself in a very short time as a digital and interactive showcase, strengthens our conviction on the relevance of an omnichannel distribution model combining physical in-store sales, e-commerce and the media. social“, analyzes Richard Joaristi, CEO of Groupe SEB France.

Aude Chardenon


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