Dutch meat producer launches vegan product range
The new line of vegan products includes vegetarian liverwurst, pâté, spreadable liverwurst and filet americain, and will be distributed through the Albert Heijn supermarkets exclusively, starting in the final weeks of 2018.
Kips is known primarily for its liverwurst and other meat products including snacks and cold meats. The company's decision of introducing an alternative meat line was based on a growing consumer demand for plant-based products.
"We have noted for quite some time that the consumption of meat is slightly decreasing annually. So-called flexitarians choose not to eat meat every day. We are responding to this trend by offering vegan products. In doing so, we aim at a wider target group including vegetarians and vegans, because there is no animal protein in these new Kips products," explained Jo-Anne van der Laan, Kips Marketing Manager.
Kips' product names include 'vegan' and the Kips logo, which is usually red, will be green on the vegan products.
The company announced that it will launch an advertising campaign for the new products across the Netherlands, which includes a TV commercial.
Photo Source: Zwanenberg Food Group
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