Vion launches meat substitutes

Vion, the largest meat processor in the Netherlands, presented a new brand for plant-based meat at the Anuga trade fair in Cologne on 9 October. According to ProVeg Nederland, the introduction of Vion is the next step in the transition from the meat industry to vegetable raw materials.

"This development does not occur on its own," says Pablo Moleman, Manager Food Industry & Foodservice at ProVeg Netherlands. "The meat industry is engaged in an impressive transition from animal to vegetable production. The largest meat processor in the Netherlands could not stay behind. Vion has studied the market well, as evidenced by the fact that their new products are fully vegetable-based. This gives them an edge over the manufacturers who still use the animal-unfriendly chicken protein." 

Plant-based meat more competitive

The involvement of major players in the meat market means that the production of vegetable meat can be scaled up more quickly. They already have the production facilities and can adapt meat lines to produce and package plant-based meat. As a result, the moment when plant-based meat can compete on price with animal meat is fast approaching.