Europe experienced some of the most significant growth in the plant-based food sector globally, with the industry expanding by a reported 49% between 2018 and 2020 amid the first bubble of hype, post-Beyond IPO. This surge didn’t go unnoticed by the EU’s leading meat producers. Possessing well-established brands, extensive marketing capabilities, and solid distribution channels—bolstered by government subsidies—these traditional meat companies have substantial resources for research and development.
Their entrance into the plant-based market undoubtedly raises consumer awareness and accessibility of these alternatives. However, this shift can present a challenge for startups competing in the same space.
After looking closely at meat producers in the Americas starting plant-based projects last year, this series now looks at Europe. The European market is characterized by its high food quality standards and forward-thinking consumer tastes, providing a distinct setting for traditional meat businesses to expand their products to include plant-based options.
This will be the first of our three-part series covering meat producers in Europe that have ventured into plant-based, in no particular order.
PHW Group, Germany
PHW Group is a German company headquartered in Visbek-Rechterfeld, Lower Saxony, that produces and markets poultry under WIESENHOF. It is Germany’s largest poultry processor and the fourth largest in Europe.
In 2018, the company launched an alternative protein business unit and a vegan brand called Green Legend. Since then, it has been an active player in the sector. The group has invested in US plant-based seafood company Good Catch, the Israeli startup Redefine Meat, famous for its realistic 3D-printed plant-based meat, and the Israeli biotech company SuperMeat. The company is also a partner, founding member, and shareholder of the plant-based consumer platform LIVEKINDLY, which Foods United acquired.
In 2019, the company became the European distribution partner for the plant-based egg company JUST. In 2022, the company formally agreed with SuperMeat to produce and market cultivated chicken, turkey, and duck to European consumers.
This year, the poultry giant launched a new alternative ingredients subsidiary for its plant-based products, including sausages, meat, and fish, announcing that the goal was to transfer the vertical integration model from the poultry unit to the alternative protein segment.
ABP, Ireland
The privately owned agribusiness company ABP Food Group, is the largest beef processor in Ireland and the UK. The company has 46 manufacturing plants in Ireland, the UK, Denmark, Poland, Austria, Holland, France, and Spain. It also operates renewable, pet food, and protein divisions. ABP claims it first entered the meat-free category in 2011. Today, the company describes itself as one of the UK’s market leaders in the plant-based meat category. In 2019, the company launched its first chilled plant-based meat-free brand, Equals, for distribution in the UK. And in 2021, the meat processor launched a retail plant-based brand named Dopsu for the frozen aisle in the UK market, offering beef, chicken, duck, and lamb alternatives. This year, Dopsu expanded its range with beef mince and meatballs.
The company operates a meat-free processing facility in Liverpool with over 100 employees.
Hanegal, Denmark
Hanegal A/S is a Danish organic producer of high-quality meat products, including cold meats, sausages, bacon, salami, and fowl products. It was founded by Fie Graugaard and Ulrich Kern-Hansen in 1994. In 2019, they founded Organic Plant Protein A/S to support the transition towards a more plant-based and sustainable diet. The company develops textured proteins from peas and fava beans for manufacturers, food service, and retail.
In 2020, Hanegal acquired local plant-based ready-meals manufacturer Fairdig as part of a strategy to make 85% of its products plant-based by 2030. Currently, Hanegal offers more than 16 vegan ready meals, including patés, vegetable curries, and no-chicken, no-tuna, and no-mackerel dishes.
Richmond/Kerry Group, UK and Ireland
The Irish Food giant Kerry Group, which has been operating since 1972, is known for its dairy products and meat brands, Richmond sausages and Fridge Raiders, a chilled snacking brand.
In 2019, Kerry Foods launched Richmond meat-free sausages, marking the brand’s first expansion into the plant-based category. The Group’s division, Kerry Dairy Ireland, also launched a vegan meat brand, Naked Glory, in 2020, offering alternatives made with soy and wheat. About a year later, the company rebranded to Taste & Glory to better reflect its focus on taste credentials.
Richmond’s meat-free sausages quickly proved hugely popular, achieving high sales figures. They were named Product of the Year 2020 in the plant-based category. Enjoying success, the brand expanded its range to burgers, “the tastiest” bacon mince, meatballs, and, recently, mini sausages for the snacking category (another expansion).
In 2021, Kerry Group sold its “Meats and Meals” division in the UK and Ireland to the multi-national chicken processor Pilgrim’s Pride Corporation, which predicted 74% growth for the plant-based category in the next few years, driven by flexitarianism. In 2022, Richmond claimed to be the UK and Ireland’s third-best-selling alt-meat brand.
Vion, The Netherlands
The Netherlands-based Vion Food Group NV is one of Europe’s leading food groups. The company’s division, Vion Fresh Meat, is a leading meat processor in the Netherlands with operations in Germany and Belgium. While the company has a strong presence in the traditional meat market, in 2020, it started to explore opportunities in the plant-based meat category with an alt-meat line called ME-AT.
The company repurposed a slaughterhouse and meat processing plant to make a vegan meat factory in the Netherlands. The ME-AT range includes burgers, sausages, mince, beef pork chunks, bacon, and fish-style products from 100% plant-based ingredients. According to the company, it supplies top European retailers and has a presence in over 11 countries.
The brand has been expanding its portfolio with NPDs using 2D technology to achieve different patterns and shapes to make realistic boneless ribs, salmon burgers, and entrecôte. Additionally, the company is pioneering a new range of burgers and mince made with locally grown fava beans to offer soy-free alternatives. Recently, the company launched various plant-based deli cuts products, including beef carpaccio developed and produced by Encebe, its sister company that has been producing deli products since 1929.
EU meat producers, part two is coming soon.
