De Vegetarische Slager available at British supermarket chain Waitrose

De Vegetarische Slager entered a collaboration with British supermarket chain Waitrose. It is the first time the Dutch company’s product range will be featured in a British chain.

Birthplace

“We are very thrilled about this breakthrough, especially since Great Britain is considered the birthplace of vegetarianism”, De Vegetarische Slager’s founder, Jaap Korteweg, said. “It is wonderful that a premium supermarket chain like Waitrose was so enthused about a new generation of vegetarian meat that cannot (or just barely) be distinguished from real meat.”

Waitrose’s product range will also expand tremendously thanks to this collaboration. De Vegetarische Slager’s meat replacements and vegetarian meals will add 35 % of vegetarian options to its supermarkets.

It is not the first time the Dutch company moves abroad: its products are already available in 3,500 stores across fifteen countries.

De Vegetarische Slager was recently caught in a storm when the Dutch Food Safety Board (NVWA) complained about its “confusing product names”, but the Board was forced to apologize a few days later.