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Private Label

Plus Introduces Private-Label Meat Substitutes

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Dutch retailer Plus has launched a new range of meat substitutes under the Plus Private Label brand.

The new range offers vegetarian versions of minced meat, fresh burgers, and chicken pieces, fortified with vitamin B12 and iron.

In due course, the retailer plans to add more products to this range.

Demand For Meat Substitutes

According to category manager for meat substitutes at Plus, Karin Thijssen, the percentage of flexitarians in the Netherlands has increased to 43% in 2019 from 14% in 2014.

Thijssen added, “We have noticed that more and more Plus customers do not eat meat one day or more a week. We are responding to this with our new Plus vegetable meat substitutes.”


The retailer also said that the market for meat substitutes is to grow by an average of 34.1% this year, citing data from Nielsen.

© 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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