Dutch dairy firm Campina has announced the launch of a new meat alternative, Valess, which will hit supermarket shelves in the Netherlands this week.

The company said the new product is made from fresh dairy produce and fibre and contains less fat and relatively more polyunsaturated fatty acids than meat.
Campina said Valess is aimed at “the many meat eaters in the Netherlands who want to eat less meat and stay healthy”.

Piet Hilarides, Campina’s group director, said the product was proof of the company’s innovative strength.

In the future Campina aims to further expand the Valess range to include new varieties and tastes, and also plans to introduce the product into the foodservice channel this year.