Dutch retailer Jumbo has launched a new ‘Veggie Chef’ private label range, which includes 21 vegetarian and 19 vegan products.
The supermarket says that it has met the growing consumer demand for meat alternatives, and its total assortment of vegetarian products now features 86 different items.
"With this introduction we are putting a lot of effort into healthy and healthier food," said Ed van de Weerd, Jumbo's director of commerce.
"We are showing that there are many alternatives if you do not want to eat meat, and this does not have to be complicated or expensive."
Changing Diets
Jumbo reports that meat consumption has declined in the Netherlands, with 67% of Dutch people describing themselves as 'flexitarian', eating no meat or fish at least one day per week. In addition, half of those surveyed said they would use meat alternatives if there was a more extensive offer.
As a result, Jumbo has also introduced the 'Veggie Monday' initiative, encouraging customers to eat a meat-free meal at least once a week. Van de Weerd added that this small change "makes a huge difference to the environment and to everyone's health."
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Francesca Volpe. Click subscribe to sign up to ESM: The European Supermarket Magazine.
