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Unterföhring, March 08, 2021. SevenVentures is taking a stake in Sanity Group ( as part of a media-for-equity investment in the mid-single-digit million euro range. The Berlin-based start-up will use the investment to further promote its lifestyle brand VAAY and natural cosmetics line This Place on ProSiebenSat.1's high-reach TV channels with high target group affinity. SevenVentures is part of the Commerce & Ventures segment of ProSiebenSat.1 Media SE.

Awareness of the brands to be further expanded

Under the brands VAAY and This Place, Sanity Group markets CBD-based lifestyle and cosmetic products: the wellbeing brand VAAY stands for CBD- and hemp-based products to promote mindfulness, balance and well-being as part of a healthy lifestyle; This Place stands for functional natural cosmetics and a new type of natural wellness and beauty products. CBD is a non-psychoactive ingredient from the cannabis plant that is not addictive and is said to have anti-inflammatory, antispasmodic and relaxing effects. Unlike the active ingredient THC, CBD has no intoxicating effect and does not fall under the Narcotics Act.

"We see great potential in Sanity Group's brands and are convinced that with our media investment and comprehensive know-how we can help to create trust in the market and drive further growth," said Florian Hirschberger, Managing Director SevenVentures. The investment firm's portfolio includes brands such as AboutYou, Ottonova, Friday, tink and Movinga. 

"SevenVentures is an ideal partner for our plan to help people use natural ingredients like CBD to give themselves and their bodies time out, flip the focus switch and relax. We reach them with our message via the TV channels at a precise moment when they want to relax. The collaboration allows us to further expand our advertising efforts for VAAY and This Place in a high-reach environment," says Finn Hänsel, Managing Director of Sanity Group, who founded the company together with Fabian Friede in 2018. "Our first TV campaigns for VAAY have achieved very good results. With the increased TV presence we are now aiming for, we can expand the awareness of our consumer brands and reach millions of households in the shortest possible time."

Renowned investor community

SevenVentures' entry expands Sanity Group's investor community. Only recently, the young company was able to attract prominent support in the form of music producer Will.I.Am, Hollywood actress Alyssa Milano, TV presenter Klaas Heufer-Umlauf, professional soccer player Mario Götze, top model Stefanie Giesinger and Bitburger Ventures. Prior to this, investors with strong capital backing, including HV Capital, TQ Ventures, Atlantic Food Labs and Cherry Ventures, have already invested in Sanity Group.

About Sanity Group

The Sanity Group has set itself the goal of improving people's quality of life through the sensible use of cannabis in Europe. In addition to pharmaceuticals, the focus is also on wellbeing and cosmetic products based on cannabinoids. Under the VAAY and This Place brands, Sanity Group markets CBD-based lifestyle and cosmetic products. Medical cannabis is made available to pharmacists, doctors and patients through the subsidiary Vayamed GmbH. In parallel, Sanity Group and its subsidiaries are also working and researching new medical products, innovative dosage forms, and technological products and services. Sanity Group was founded in 2018 by Finn Hänsel and Fabian Friede and now employs a team of over 80 people at its headquarters in Berlin-Mitte. More information at

About SevenVentures

With numerous investments in various market segments, SevenVentures is the leading media investor worldwide. As a company in the Commerce & Ventures segment of ProSiebenSat.1 Media SE, SevenVentures is the ideal partner for high-growth B2C companies, especially in the consumer goods, retail and services sectors, that have the potential to achieve sustainable success through the use of TV advertising. SevenVentures also supports companies in their international growth with media power, capital and all other services. In the Commerce & Ventures segment, ProSiebenSat.1 bundles the Group's minority and majority investment areas. In addition to SevenVentures, this also includes the companies of the NuCom Group.



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7 March 2021

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