Albert Heijn doubles vegetarian assortment

Albert Heijn already says it has the largest choice in vegetarian and vegan, but sees the customer demand for these products increase further. That is why Albert Heijn is already adding 70 own brand products to the range this autumn. From breakfast and lunch to dinner, according to the retail chain.

‘Our mission is to make better food accessible to everyone. For a while meat played the leading role on our plates and that has changed in recent years. That is good news because eating meat has a greater impact on the environment and on your health than is thought. If we eat vegetarian and plant-based foods more often, we can jointly reduce a lot of CO2 emissions. That is better for the animals and healthier for ourselves. As Albert Heijn, we find it very important to make our contribution, ‘says Anita Scholte Op Reimer, director of Quality & Sustainability at Albert Heijn.

According to AH, a day of vega (n) has become increasingly popular for an evening meal, but is now also appreciated for breakfast and lunch. ‘That is why Albert Heijn is expanding its selection even further in the autumn of 2020 for all eating times in Albert Heijn stores with 70 new products. From vegan fresh packets, vegetable slices of “cheese” and vegetarian “grated cheese”, vegetable spreads to vegan meat products such as grill sausage, roast chicken fillet and vegan frikandellen, boneless wings, various burgers and vegetable dairy. ‘

Healthier and more sustainable diet
More than half of the Dutch are flexitarian and eat more and more vegetable and vegetarian products. Besides the great impact on the environment, plant-based food is also good for your health. The Health Council advises to eat more vegetable and less animal protein and therefore to choose vegetable protein sources more often. The range of meat substitutes has grown considerably in three years and the quality and taste of the meat substitutes, vegetable and vegan products are also getting better.

Albert Heijn is a partner of the Green Protein Alliance to stimulate the plant-based diet even more. The Green Protein Alliance aims to ensure that by 2025 the Dutch will obtain a minimum of 50% of protein from plant sources and a maximum of 50% from animal sources, and that the total protein consumption will have decreased by 5% compared to 2015.

Easily choose vegetarian, vegan, vegetable
Albert Heijn helps customers by setting out everything for a vegetarian, vegan and / or plant-based diet on a special dietary and lifestyle page. From vegan fresh packages, curries, salads and soups, to vegetable drinks, vegetable cheese alternatives, variations on yoghurts and sandwich spreads. also offers many recipes and inspiration in this area.

With the ‘Do but klekker vegetarian’ campaign, the National Postcode Lottery, Unilever and Albert Heijn will jointly focus attention on tasty vegetarian food from 26 October 2020.


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