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.

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