News Meat
Danish Crown is also entering the vegetarian market
Denmark's largest slaughterhouse, Danish Crown, will introduce its first fully vegetarian product line at the beginning of this year. Danish Crown says it wants to respond to the growing consumer demand for meat-free alternatives. The products will be available from January this year, for the time being only in Denmark.
De Danish Crown plant products are marketed under the name 'The Green Butcher'. The range currently consists of eight different products, including 'veggie schnitzels', 'veggie BBQ burgers' and 'veggie nuggets'. As with the company's meat products, the company aims to manufacture the products with agricultural products from Danish farmers.
Great market potential
According to Danish Crown, various consumer surveys show that one in three Danes has reduced their meat consumption in the past year. The company therefore expects that in the short to medium term at least 500.000 vegetarian meals will be consumed in the country every week.
Danish Crown indicates that the company's strategy for the vegetable market is not yet fully clear and fleshed out. Nevertheless, the company sees a lot of potential. The company's CEO, Jais Valeur, calls the current launch a "first small step" in the vegetarian segment.
Steve Wissink
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