Luiten Vleeswaren takes a new direction

The recently published Vega monitor of the environmental organisation Natuur & Milieu (Nature & Environment) shows that more and more people in the Netherlands become flexitarians. Luiten Vleeswaren responds to this growth market with its new brand SMAECK.

A flexitarian is someone who eats no meat, fish, or meat product at least once a week, choosing a plant-based alternative instead. According to Wageningen Economic Research, the percentage of vegetarians is also growing: around 850,000 consumers do not eat meat.

Ruud Luiten (not related), Product Development Manager (and former butcher) with Luiten Vleeswaren: "A few years ago, we contacted Jacob Jan Boerma, a chef with three Michelin stars to his name, to brainstorm about new product ideas. We chose to work with him as he truly knows how to combine the tastes salt, sour, sweet, and bitter in his dishes and because we wanted to link our name only to the top of the culinary world. Jacob Jan's vision also matches ours: we never make any concessions to quality.

"After about two years of brainstorming, developing, and redeveloping, we recently introduced the first six vegetarian/vegan spreads under the name SMAECK: three Crèmes Américain (Natural, Martino, and Mediterranean) and three Greens (Marrowfat Peas, Beetroots, and Pumpkin). The first three spreads are based on milk fibre (vegetarian), the other three are vegetable products combined with fibre-rich white beans."

New direction

Luiten Vleeswaren has specialised in the development and production of grilled meat products, spreads, and raw meat sausages since 1933. With SMAECK, the company takes a whole new direction. Ruud: "Naturally, this didn't happen overnight, and we thought long and hard. The base product for the Crèmes is milk fibre which we get from Friesland Campina. This is the same material they use for the Valess products. Does this make us a competitor of Valess? No, we are specialists in our own professional field, a market which Campina is not covering with the Valess products. This is also because the SMAECK products are used at different eating moments during the day. The biggest challenge was getting the right structure and sensation in the mouth. Together with Jacob Jan, we studied the possibilities extensively. Our main goal was to create high-quality and delicious products with recognisable basic ingredients and unique accents in the taste. A product in its own right, not necessarily an alternative for meat.”

Sales channels

At the moment, the SMAECK products are only available at the Jumbo supermarkets. "Jumbo already was an important partner for our existing range of products. They were very enthusiastic about our new venture and offered shelf space. The Crème Américain varieties can be found with the existing/regular Filet Americain at the deli-counters, which are the serviced areas in the middle of the stores. We expressly chose not to put them with the vegetarian products as they are not a concession to meat, but products in their own right. The vegetable varieties are also at the deli-counter, with the small snacks and tapas, among the other vegetarian spreads. Jumbo has the exclusive marketing and sales rights of the Crèmes until January 2019. Agreements have now also been made with other parties, so the SMAECK products will be widely available from next year."

Bumps in the road

Marketing a new market is no small feat, as Ruud and his colleagues found out. "Normally, our products find their way to the supermarkets under many different labels. This time, we also had to think about design, packaging, and labelling, which was entirely new to us and a considerable challenge. Although the Luiten brand and name has long been established within in the meat products industry, this is not the case with the end consumer. So with the introduction of the SMAECK products, we immediately chose to support the launch with its own communication channels, including a website, an Instagram account, and Facebook.” Are we planning on developing more new products in the future? “Yes, product development is an ongoing process for us. The reactions from the market are very positive, and there will certainly be new products. They can be vegetarian options, but also meat products, and always of the highest quality, of course."

Jacob Jan Boerma
Jacob Jan Boerma is co-owner of restaurant De Leest in Vaassen, Gelderland. In 2003, his restaurant was awarded its first Michelin star, and it received its second and third stars in 2006 and 2014 respectively. Gastronomy guide GaultMillau named three-star chef Boerma 'Chef of the Year' in 2009.

www.luitenvleeswaren.nl