Jumbo Lowers Prices Of Own-Brand Meat Substitutes

By: Trademagazin editor Date: 2023. 11. 27. 09:12

Dutch retailer Jumbo has lowered the prices of own-label meat substitutes to ensure that costs align with comparable meat variants.

Jumbo believes the move will help shoppers while selecting plant-based and vegetarian options.

This initiative supports the retailer’s ambition to encourage a more plant-based diet, the company added.

By 2030 at the latest, the company wants 60% of the proteins in its offering to be plant-based.

Jumbo’s own-brand meat substitutes range comprises dozens of products, including vegetarian chicken pieces, vegan mince patties and various kinds of burgers.

Price is one of the barriers when consumers choose meat substitutes, according to the retailer.

Earlier this year, Jumbo introduced large packs of vegetarian chicken pieces (300 grams) and vegan fresh minced meat (500 grams). The retailer also added plant-based products to its range, such as pasta sauce with chickpeas, pasta sauce with beans, various types of soy cottage cheese and yoghurt variants and pea drink.

ESM