German meat giant turns attention to vegetarian options | RetailDetail

German meat giant turns attention to vegetarian options

German meat giant turns attention to vegetarian options

German meat company Rügenwalder Mühle has launched a vegetarian product range in the hopes of grabbing market share in this expanding market. On top of that, the company says it wants to contribute to a better environment.

"Logical step"

Rügenwalder Mühle wants to counter meat's increasingly bad image as an ever more consumers have (partially) moved over to alternative food intake: they want healthier food and a smaller ecological food print. The meat industry uses a huge amount of natural resources.

 

"Our brand is well-positioned, but the meat industry is not", CEO Christian Rauffus told German Der Spiegel. "Vegetarian products are merely a logical step to us." He has even called sausages the cigarette of the future, exactly because of that worsening public image.

 

The move has already proven to be a success: four of the company's ten best-selling products are vegetarian products and it expects 30 % of its 2020 turnover to come from vegetarian products. If the current growth is maintained, the company should reach that forecast next year already.

Questions or comments? Please feel free to contact the editors


Are Chinese prisoners working for H&M and C&A?

20/02/2018

British former journalist Peter Humphrey has accused C&A and H&M of using forced labour. He claims to have seen how Shanghai prisoners were forced to work for Western chains, something the retailers will now investigate.

Chanel acquires stake in online retailer Farfetch

19/02/2018

French fashion label Chanel obtained a minority stake in British Farfetch. It wants to use the online retailer’s expertise to create more digital innovations for its own customers.

Monoprix wants to acquire web shop Sarenza

19/02/2018

Store chain Monoprix, part of French Groupe Casino, entered negotiations to acquire online shoe seller Sarenza, one of France’s prime online brands.

Zalando expands collaboration with German retailers

16/02/2018

Zalando has further expanded its collaboration with physical retailers in Germany. Shoe stores were already able to ship through Zalando and now clothes stores can too.

Kiabi opens largest Belgian store in Westland Shopping Center

15/02/2018

French clothing chain Kiabi will open its fifth Belgian store in the Westland Shopping Center in Anderlecht. This will become its largest Belgian store to date, spread across 1,800 sqm.

H&M warns for difficult 2018

15/02/2018

Swedish fashion group H&M warns that 2018 could be yet another difficult year for the company. It is working to improve online sales, but store turnover will most likely continue to drop.

Back to top