Atual Veggies Raises $7M in Series A to Revolutionize Veggie-Forward Burgers and Fries

By Agroempresario.com

Actual Veggies, a fast-growing startup specializing in veggie-packed burgers and fries, has raised $7 million in Series A funding to continue expanding its innovative “veggie-forward” products. The funding round, led by Relentless Consumer Partners, will support the company’s expansion in retail and foodservice sectors. The company aims to achieve over $20 million in revenue by 2025.

Founded in 2020 by Hailey Swartz and Jason Rosenbaum, Actual Veggies has become a standout player in the growing plant-based food market, offering products that highlight whole food ingredients such as vegetables and beans. Their veggie burgers stand out for their chunky, visually appealing ingredients, setting them apart from typical meat analogs made from processed proteins. The company’s innovative approach has gained significant attention, with products already available in over 7,000 stores nationwide.

$7M Investment Fuels Growth Plans

The Series A funding round also saw participation from New Fare Partners, Sovos Brands founder Todd Lachman, and business partner of Tom Brady, Ben Rawitz. The infusion of capital will help Actual Veggies continue to expand its product offerings and grow its retail presence, especially in large grocery chains like Albertsons, Kroger, Whole Foods, and Sprouts, while also expanding into 82 Costco locations in the Southeast next month.

“We’re witnessing a fundamental shift in American eating habits, and the demand for real veggie-based meals is rapidly increasing,” said Elly Truesdell of New Fare Partners. “This presents a massive opportunity for Actual Veggies to capitalize on the growing trend for clean, whole food options without fillers or preservatives.”

With triple-digit growth, Actual Veggies has already made a mark in the foodservice industry, securing contracts with major clients such as Amazon, Google, schools, and hospitals through a partnership with Compass Group.

A Unique Approach to Veggie Burgers

Unlike many plant-based burger companies that aim to replicate the taste and texture of meat, Actual Veggies stays true to its vision of highlighting vegetables and beans in their purest form. Hailey Swartz, co-founder of Actual Veggies, emphasized that the company’s focus is on creating burgers that look and taste like a homemade veggie burger, rather than mimicking meat.

“The demand for bigger, restaurant-quality veggie burgers with visible vegetable chunks is significant,” Swartz stated. “Our product has gained popularity with chefs, especially in the foodservice sector, who value the fresh, homemade appeal of our veggie-forward burgers.”

In addition to its popular veggie burgers, Actual Veggies is also rolling out a new line of veggie-packed fries made from potatoes, chickpeas, and cauliflower, providing extra fiber and protein. These fries have quickly gained traction, further diversifying the brand’s product portfolio.

Projected $20 Million in Revenues by 2025

Actual Veggies’ projected revenue of over $20 million by 2025 reflects the rising consumer demand for whole-food-based, plant-forward options. “Our sales were up 125% year on year last year, and we’re nearing profitability,” said Rosenbaum. “We’re seeing excellent velocity in-store and great repeat rates, particularly with our black bean burger, which is the number one seller across natural and conventional channels.”

While the company’s products are slightly more expensive than competitors, Swartz pointed out that the larger serving size and superior nutrition justify the price difference. “Even in this economy, consumers are willing to pay a little more for a high-quality product that doesn’t compromise on taste or nutrition,” she added.

A Competitive Edge in the Plant-Based Market

In the competitive plant-based food market, which includes industry giants like Kraft Heinz and Kellogg, Actual Veggies has carved out its niche by staying true to its “veggie-forward” philosophy. The company’s minimalistic, clean-label approach sets it apart from the many plant-based brands trying to replicate meat in every way.

David Grutman, founder of Groot Hospitality, commented, “What sets Actual Veggies apart is their authenticity—they’re not trying to imitate meat; they’re celebrating real vegetables in a way that resonates with health-conscious consumers.”

This authenticity is also evident in the company’s branding, which tells a straightforward story about its products. “Our brand tells its own story,” Swartz said. “Every time people see our product, they’re excited to see that it’s actually made from real veggies, and it doesn’t taste like meat.”

Leveraging Retail and Digital Strategies

To further fuel its expansion, Actual Veggies has been strategically leveraging digital platforms like Instacart to drive awareness and increase sales. With its strong presence on Instacart, the company is able to target customers directly through advertisements, capitalizing on the growing trend of online grocery shopping.

“Instacart has been a huge driver for us,” Swartz said. “Our category overindexes in spending and shopping through Instacart, and we’ve been able to use that platform to drive awareness and boost sales.”

Sustainability and Innovation in the Plant-Based Sector

Looking ahead, Actual Veggies plans to continue innovating in the plant-based food sector, focusing on offering sustainable, healthy, and authentic products. “We’re excited to develop even higher-protein options while maintaining the taste and texture that our customers love,” Rosenbaum added.

As the plant-based food market continues to evolve, Actual Veggies is well-positioned to capitalize on growing demand for healthier, veggie-forward meal options. By staying focused on its mission to create authentic, whole food-based products, the company is poised to become a major player in the plant-based food industry, carving out a niche that celebrates vegetables without trying to imitate meat.