Vion addresses flexitarians, vegans, and vegetarians with ME-AT plan
Vion is planning to offer vegans, vegetarians, and flexitarians a new range of products developed according to their needs and desires. Alongside the sustainable production of traditional meat, a new part of the organization, ME-AT, will work as a food designer and concentrate on developing high-quality meat alternatives. The products will offer the taste, texture and eating experience of traditional meat. ME-AT is, therefore, broadening the definition of meat, and focusing on the growing target group of future customers: the flexitarians.
The products are ideal for a broad group of flexitarians, vegetarians and vegans. ME-AT’s vision on the future is wide open, so it will include introduce product improvements and innovations in the terms of raw materials, packaging and textures. With the new start-up, Vion is focusing on products that are meat-like in their flavour and appearance.
As one of the world’s top 100 food and beverage companies, Vion is in a position to build sustainable supply that is transparent and traceable from the farm to the plate. With this project, Vion is exploiting its knowledge and expertise to take the next step in providing the world with alternative sources of protein within the area for which it is responsible.
Five high-quality, meat-like, 100% vegan products were presented at the Anuga trade fair in Cologne and will enter the market in Q1 2020.
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