Kips introduces four vega products

Zwanenberg Food Group introduces four vegetarian products; liver sausages, pâté, spread liver sausage and americain under the well-known Kips brand. It is the first vegetarian assortment introduced under the Kips brand. For the time being, the products are offered exclusively via Albert Heijn for one year, for the first time in the last weeks of 2018.

Up to now, Kips is mainly known for its liver sausage and, for a number of years now, for other meat products, snacks and meat products. The decision to now add vegetarian products is dictated by changing consumer habits.

Jo-Anne van der Laan: "We have been observing for some time now that the consumption of meat is declining slightly every year. Flexitarians choose not to eat meat every now and then. We are responding to this by now including vegetarian products under the Kips brand. We are targeting a broad target group, including vegetarians and vegans, because there are no animal proteins in these new chicken products.

"Of course, taste is and remains the most important purchasing criteria. All four Kips vegetarian products come out better among consumers in an independent taste test than other brands of vegetarian veggie products that are already available.

Communication and packaging

The Kips products are clearly recognisable in the store. The product names mention 'vega' and the Chicken logo - usually red - is green with the vega products.

The introduction campaign for the new Kips products runs from week 47 to 51. First three weeks with a commercial on various TV channels. In addition, Kips has planned online campaigns until week 51. Advertising agency Alfred is responsible for the creative expressions. In the last weeks of 2018, just before Christmas, Albert Heijn will run its own introductory campaign.