Delhaize Belgium has announced that it aims to double its plant-based offering by 2025 and play a 'pioneering role' in making plant-based products more accessible.
Currently, 30% of Europeans call themselves flexitarians, enjoying a diet that may contain meat and dairy substitutes or other vegetarian products.
Flexitarians want to prepare more and more plant-based meals and reduce their animal protein intake.
The current Delhaize plant-based range includes around 3,000 types of vegetables, fruit, nuts, seeds, legumes, and approximately 400 meat and dairy substitutes.
Roel Dekelver, communications director at Delhaize, stated, "We expect a massive shift to plant-based food. Delhaize therefore already wants to unleash a revolution in the minds of its customers. Of course, our customers can decide for themselves what they buy, but we want to enthuse them for sustainable, plant-based products.
"By increasing the range and making it more visible in the store, we want to make the step to that range more accessible, because we are well aware that there may still be some thresholds. People are not always familiar with the taste and texture. Or mistakenly think that it is very expensive."
Delhaize is supporting the shift to plant-based protein by convincing its customers to consciously opt more for plant-based products.
"The Flemish Government wants consumers to get 60% of their proteins from vegetable products by 2030. We would like to participate in this, which is why we are putting plant-based high on our list of priorities," added Roel Dekelver.
"In any case, Delhaize is committed to sustainability. By encouraging customers to eat more plant-based, we can all reduce our carbon footprint together."