Naturli’, founded in 1988, has recently made its UK supermarket debut. Although the milk and meat-free food supplier only switched to production of vegan food just four years ago, Naturli’ has established “Iconic products” in the vegan scene, according to Henrik Lund, their CEO since 2016.
Recently, vegetarians and vegans in the UK have been able to access new ranges of dairy and meat-free alternatives on the shelves of leading food retailers Tesco and Sainsbury’s. The new range of milk and meat-free products extends from vegan ice cream to vegan minced meat. Lund emphasizes that the steady growth of the company, triggered by the increased demand for vegan alternatives, is not just due to vegetarians and vegan consumers. Their customer base also includes meat-eaters who are reducing their consumption for health and ecological reasons, or are curious about the new products.
Britain’s growing interest in plant-based foods is also reflected in the figures. Sainsbury’s report that sales of meatless products are growing by 20% per week. Naturli’s business is doing well; demand is higher than ever, and in January, Naturli’ products were sold out in Danish supermarkets. Accordingly, Naturli’s turnover is also increasing annually. Lund has announced that the average growth rate over the past four years has been around 30%. This year, growth is predicted to be as much as 65%, which corresponds to annual sales of approximately 28.1 million US dollars. However, the amount of profit the company really makes is kept secret. Lund says the money generated is reinvested in technology improvements in order to further improve their vegan products.
This increasing growth is not least due to expansion into other countries. The discount chain Netto has already announced that it will introduce Naturli’ products in Sweden, Poland and Germany. Naturli’ is also planning further expansion into the Swedish market. In addition, the company recently started to supply its food to the retailer Woolworths in Australia. A product launch in the USA is also planned, but Lund says it is still in the “Test phase”.