Dutch retailer Jumbo is expanding its product offer in the vegetarian and vegan space with the launch of a new line of private label products under the brand name Veggie Chef.
Targeted at the growing proportion of consumers looking for meat alternative products, the new line features a total of 21 vegetarian and 19 vegan products, taking Jumbo’s dedicated meat-free product range to 86 items.
The product range includes an array of vegetarian burgers, meatballs, falafel and other items.
Commenting on the launch, Jumbo commercial director Ed van de Weerd said: “We are demonstrating that there are many alternatives available for those who prefer not to eat meat, and they don’t have to be complicated or expensive”.
According to Jumbo, 67% of Dutch people are ‘flexitarian’, which means that they don’t eat meat or fish at least one day per week and are looking for a wider range of meat substitutes.
To coincide with the launch, the retailer has also introduced Veggie Monday, an initiative to inspire consumers to go meat-free one day per week, highlighting Jumbo’s partnership with the Green Protein Alliance (GPA).