Half meat and half vegetable in the meat shelf

New for consumers who want to eat less meat but don't want to compromise on healthy properties and delicious taste, who are looking for the balance between enjoyment, responsible living and sustainability. FiftyFifty is an entirely new line; fifty percent meat and fifty percent vegetables. Available from January 2020 at Albert Heijn. The products are in the meat shelf, not the meat substitutes, which immediately indicates the special position of the brand. FiftyFifty was already in the top ten at the prestigious Anuga Taste Innovation Show this autumn; the largest food fair in the world. FiftyFifty focuses on various target groups, such as families with children who have difficulty with vegetables, but also singles and seniors. FiftyFifty is available as a burger, schnitzel, sausage, cheesewrap and bean tribe.

Less meat, less plastic packaging

FiftyFifty's products have a 50% meat and 50% vegetable ratio. A total of 15 different vegetables have been used across the entire range. In this way, half as much meat is consumed as with regular meat products without losing much of the flavour, structure and associated healthy nutrients. By choosing FiftyFifty it is easier to find the right balance between meat and vegetables. This makes it ideal for children to eat more vegetables without them realising it. But also for those who want to reduce their meat consumption. Furthermore, the packaging consists of no less than 80% less plastic than average and is completely recyclable.

Laurens Zandbergen, Manager Marketing: "FiftyFifty's idea came about by listening to the increasingly aware consumer who wants to eat less meat, either for the environment and animal welfare, or for health. This group thinks the step towards no meat is too big, but is willing to cut back. FiftyFifty products can reduce meat consumption by 50% in a meal. The result is a more sustainable and still tasty product. With FiftyFifty we want to contribute to sustainability as a whole".

Assortment  

There are five different variants of FiftyFifty available at Albert Heijn. Enough choice to provide every meal with a responsible meat/vegetable combination. For example, there is an innovative Boon trunk, which tastes just as good as the original tree trunk. There is also the stuffed Boerenschnitzel and the Breton Schnitzel. Both, for example, can be combined with fried potatoes and lettuce. For lovers of a burger, FiftyFifty offers a juicy Dutch Style burger. For cheese lovers there is a surprising Cheese-wrap combined with peas, carrots and mushrooms.