After Lidl and Colruyt, Now Delhaize Also Launches A Hybrid Meat Range. Are We Seeing The Start Of A Revolution?

There is clearly something happening on the Belgian meat shelf.  Whilst the growth of pure vegetarian or vegan has slowed down, producers and retailers are exploring new ways of reducing meat and contributing to the protein shift.

In June, Lidl launched a blended meat category with mince meat and a hybrid meat cheeseburger.  The Colruyt Group is adding plant-enriched mince to its product range in two of its chains.

Now Delhaize is offering a new range which includes both deli and fresh meat options: hybrid chicken fillet, salami, cooked ham, minced meat, chipolata sausages and burgers.
Each recipe blends meat with plant-based ingredients like courgette and butter beans, to ensure the same rich taste and juicy texture. According to Delhaize its new hybrid meat range combines the rich taste of meat with the goodness of plants.
By replacing part of the meat for veggies, the products have 30% less fat and a smaller footprint. They are targeting consumers who want to eat smarter without giving up flavour. It fits with Delhaize’s strategy on sustainability and health.

As Belgium’s leader in plant-based food, Delhaize has always been ahead of the curve. But not everyone is ready to go fully plant based. That’s why Delhaize is introducing hybrid meat products that help you eat more sustainably without changing your habits overnight.

“Our customers care deeply about sustainability, health and taste,” says Jonathan Hertog, VP Fresh and Sourcing at Delhaize. “With our hybrid range, we make it easier to choose better—for yourself and for the planet—without compromising on flavour.”

This launch is part of Delhaize’s long-term commitment to sustainability: by 2030, at least half of all protein-rich products will be plant-based.

It’s clear that all retailers are exploring ways on how to appeal to the flexitarians, those who want to eat less meat without compromising on taste.

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