Private Label

Edeka Unveils New Vegan Product Range, Vehappy

By Dayeeta Das
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Edeka Unveils New Vegan Product Range, Vehappy

German retailer Edeka has rolled out a new, private-label vegan product line under the 'vehappy' label this month.

The range targets customers who want to try new products, value sustainable and climate-neutral products, and consider vegan nutrition fun and an essential part of their lives.

The Range

Initially, vehappy will offer plant-based milk alternatives with seven SKUs, including oat drink in unsweetened and barista variants, soy drink classic and unsweetened almond drink.

The range also includes vegan soy-based yoghurt, with natural, vanilla, and blueberry flavours.

The retailer plans to expand the range to include vegan burger patties, sausages, and minced meat shortly.


Vehappy aims to tap into the rapidly growing market for plant-based alternatives to meat, milk, and cheese.

According to Edeka, the vehappy range represents consideration and concern for the well-being of other human beings, animals, and the environment.

Focus On Product Origin

The retailer added that the company pays particular attention to the origin, content, and taste of all vehappy products to ensure that it lives up to its commitments.

The oats, soy, and almonds used in the products come from Europe and are gently processed without using chemicals or additives.


The product packaging features an impressive luminous design for all products in the range.

Currently, the new brand is available at Edeka outlets across the country, with advertisements on the street and on social media.

In March of last year, Edeka launched a new range of private-label vegan burger patties and mince branded as No Meat. Just.

© 2021 European Supermarket Magazine – your source for the latest retail news. Article by Conor Farrelly. Click subscribe to sign up to ESM: The European Supermarket Magazine.

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