Belgian retailer Colruyt Group is adding plant-enriched mince to its product range in two of its chains. In doing so, the retailer is following a the likes of Albert Heijn and Lidl, seeking to promote the sale of protein from plant sources.
Making more conscious choices
In the eponymous chain and Okay, Colruyt Group is selling mincemeat that is a combination of 60 % beef and 40 % broad bean flour. This way, the retailer can reduce the amount of animal protein without sacrificing taste, texture or nutritional value. The mince mix has the same uses as traditional beef mince, but with less saturated fat and more fibres. Next month, the company will also launch sausages with 25 % mushrooms and seaweed, and burgers containing 25 % pumpkin.
“We already launched three types of fortified sausages containing 38 % vegetables before the BBQ season. Today we are launching a new range of vegetable enriched meat for customers who consciously want to reduce their meat consumption”, Pascal Dekelver, responsible for the meat division at Colruyt, explained. The retailer wants to give consumers who want to eat less meat the opportunity to make more conscious choices, without compromising on taste or quality. Plant-based alternatives are for some consumers a little “too far away” from a real meat experience, he says.
With this initiative, Colruyt Group is contributing to the protein shift and the Green Deal: by 2028, the retailer wants 60 % of proteins sold to come from plant sources and just 40 % from animal sources. Other food retailers already launched similar initiatives: in June of this year, Albert Heijn launched a range of “hybrid” products that combine traditional dairy and meat with plant-based ingredients, while Lidl in Belgium introduced minced meat that is 60 % beef and 40 % plant-based protein.
