Jumbo introduces plant-based yogurt made from Dutch soybeans

Jumbo is the first nationwide supermarket chain to introduce plant-based yogurt made from Dutch-grown soybeans. Starting February 17, three varieties are available in more than 300 stores and through Jumbo.com: Natural, Vanilla, and Forest Fruits. These new products, developed and produced by De Nieuwe Melkboer, are part of the existing ‘Direct van de Boerderij’ line. This offers customers a more sustainable and locally sourced alternative within the plant-based dairy range.

According to Menno Wigtman, Unit Manager for Fresh Produce and Proteins at Jumbo, this introduction aligns with the chain’s broader sustainability goals. “With these yogurt varieties, we’re giving our customers more plant-based options without compromising on taste or quality.”

Using the whole soybean

What makes these yogurt varieties stand out in the plant-based category is that the entire soybean is used. This not only results in more efficient raw material use—eliminating waste streams—but also creates a product with a high fiber content. “This offers fourfold value: delicious, local, nutritious, and minimally processed,” says Tom Grobben, co-owner of De Nieuwe Melkboer.

Collaboration and the growth of Dutch soy

Thanks to climate change and selective breeding, soy can now be grown in the Netherlands, particularly in the southern regions. Jumbo had already embraced Dutch soy with the introduction of frozen edamame. Its collaboration with De Nieuwe Melkboer was established through Plant Protein Forward, an initiative by Foodvalley, Rabobank, and several provinces. This program promotes supply chain cooperation and expands the market for plant-based proteins.

The announcement coincides with Bean Meal Week, during which supermarkets and caterers encourage the consumption of legumes. In 2024, supermarket sales of legumes increased by 5.4% compared to 2023. Tom Grobben hopes others will follow Jumbo’s lead: “Because we produce efficiently and have strong relationships with growers, we can guarantee a reliable supply.”

Jumbo.com