Jumbo Launches Own-Brand Vegetarian And Vegan Range

By Dayeeta Das
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  • Dutch retailer Jumbo has announced the launch of ‘Lekker Veggie’ meat alternative range offering 42 vegetarian and vegan items.

    The new range builds on the retailer’s Veggie Chef range and includes items such as crumbly ground beef, falafel and hamburger among others.

    In September, Jumbo plans to expand the range with the addition of vegan stew and fresh vegetarian meatball.

    'Focus Of Interest'

    Commercial director of Jumbo, Olaf de Boer, commented, “Vegetable alternatives for fish and meat have been the focus of interest in recent years, and by no means only among vegetarians and vegans. We notice that more and more Jumbo customers put a day without meat on the weekly menu, sometimes even several days a week.

    “We respond to this with these meat substitutes. Take the vegetarian crispy chicken cutlet. It tastes good and is hardly distinguishable from a chicken cutlet of poultry in terms of texture, colour and appearance."


    The products in the range are made with upgraded recipes that focus on reducing salt and sugar without compromising on taste.

    The retailer aims to reduce about 4,000 kilograms of sugar and 3,000 kilograms of sale per year from its own-brand items through this initiative.

    Sustainable Packaging

    The ‘Lekker Veggie’ range is available in sustainable packaging featuring a playful and contemporary design, the company added.

    The products are packed in a transparent shell made of 100% recycled PET bottles, while the sleeve with product information uses FSC-certified cardboard.


    It also uses 50% less cardboard compared with the Veggie Chef range, thereby reducing packaging waste.

    © 2020 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: The European Supermarket Magazine

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