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October 9, 2019

Vion to make move into plant-based meat alternatives

Netherlands-based meat business Vion Food Group is to establish an arm manufacturing plant-based protein products.

By Leonie Barrie

Netherlands-based meat business Vion Food Group is to establish an arm manufacturing plant-based protein products.

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Meat alternatives continue to push boundaries, as companies explore 3D printed, plant-based, and precision fermentation-based alternatives. As a result, shoppers are more open to experimental formulations that introduce new flavors to meat products, blur traditional food categories, or swap in new ingredient types. It is vital for their development that retailers acknowledge this range of emerging trends during these increasingly uncertain times. Brands must continue to understand how consumer needs and desires change, and offer a range of products that reflect the world around them, therefore developing purchasing and consumption decisions. Exciting non-traditional formulations are hitting the market - following the trajectories and target audiences of these launches will help other brands find their niche. Consult our report on Meat and Meat Alternatives, from the collection of >17,000 reports on GlobalData Explorer, to:  
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ME-AT will provide products on a private-label basis to retailers, most likely in its home market and in Germany.

There are no plans to bring out branded products using the ME-AT label.

Vion, the latest meat business looking to expand into plant-based meat alternatives, has not disclosed which proteins will be used in its five planned products.

It launched the ME-AT concept at the Aruga trade fair in Cologne and said it is “preparing for a dedicated production site where we will have dedicated plant-based alternatives production lines”.

Explaining the reason for the move, Vion said: “The demand for alternative proteins is growing. Vion invests in demand-driven chains.”

It said Me-AT will “work as a food designer and concentrate on developing high-quality meat alternatives” for the flexitarian market.

“The products are ideal for a broad group of flexitarians, vegetarians and vegans. ME-AT’s vision on the future is wide open, so it will include introduce product improvements and innovations in the terms of raw materials, packaging and textures,” it said.

Vion said its initial products will be vegan-friendly with vegetarian products being added early next year.

Read just-food’s Guide: Eyeing alternatives – meat companies with stakes in meat-free

Related Companies

Free Report
img

Innovation Update Q2 2022: Meat and Meat Alternatives

Meat alternatives continue to push boundaries, as companies explore 3D printed, plant-based, and precision fermentation-based alternatives. As a result, shoppers are more open to experimental formulations that introduce new flavors to meat products, blur traditional food categories, or swap in new ingredient types. It is vital for their development that retailers acknowledge this range of emerging trends during these increasingly uncertain times. Brands must continue to understand how consumer needs and desires change, and offer a range of products that reflect the world around them, therefore developing purchasing and consumption decisions. Exciting non-traditional formulations are hitting the market - following the trajectories and target audiences of these launches will help other brands find their niche. Consult our report on Meat and Meat Alternatives, from the collection of >17,000 reports on GlobalData Explorer, to:  
  • Understand the current market dynamics of the Meat and Meat Alternatives Sector
  • Assess strategies implemented by companies to better penetrate the market
  • Understand the key themes in the market that these companies and their respective products appear to be targeting
  • Marketing / Advertising strategies being used by these players for specific products
  • Other segment-specific analysis (packaging, design, flavors etc.)
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
Enter your details here to receive your free Report.

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