At the end of 2019, Vion Food Group announced that they would also start with vegetable products for which they would convert their meat factory in Leeuwarden. A large, fully plant-based line has now been set up, called Me-at, in which sustainability plays a major role.
We see our role in the plant based segment to offer an easy and recognisable alternative for meat, allowing consumers to easily switch protein sources. Consumers prefer products that look fresh and offer greater flexibility in preparation. Our products not only look like fresh meat, but also cook and taste like actual meat. With each developed product, we strive to make it as difficult as possible to taste the difference with the traditional meat equivalent.
Read more about Vions meat alternatives.