It’s no longer just the disruptors who are shaping the plant-based category. As consumer expectations evolve and sustainability pressures mount, some of the world’s largest meat and dairy players have quietly – or boldly – rewritten their playbooks.
From Germany’s Rügenwalder Mühle to Canada’s Maple Leaf Foods, ProVeg International’s latest New Food Hub article explores how five animal-based meat companies have expanded into alternative proteins – and what made those moves successful. Spoiler: there’s no single blueprint, but there are patterns.
Richmond’s meat-free move was all about familiarity
By launching plant-based sausages under its trusted UK brand name and keeping packaging cues consistent, Richmond made it easier for flexitarian families to make the switch. The brand kept its signature green packaging, familiar fonts, and friendly tone – reinforcing continuity at the shelf.
Backed by a major Veganuary campaign and strong retail distribution, the company quickly climbed to the top three meat-free brands in the UK. Even when the category cooled in 2024, Richmond kept innovating with new snacking formats and improved recipes.
Rügenwalder Mühle’s early leap paid off
This German heritage meat producer began offering vegetarian products as far back as 2014 – and now generates more revenue from plant-based than from meat. The company embedded vegetarian and vegan development into its core operations.
Transparent communication, high-quality ingredients, and leveraging in-house expertise – including experienced butchers who helped develop new recipes – were central to its success. This internal alignment made the plant-based transition feel authentic, not opportunistic.
The takeaway?
Whether through acquisitions (like Maple Leaf Foods, Nestlé), reformulations (as demonstrated by Tyson’s Raised & Rooted), or early action (Rügenwalder), these companies didn’t just chase a trend. They leveraged what they already had – brand recognition, distribution muscle, consumer trust, and operational scale – to enter a new space with strategic intent.
Yet their stories also serve as a caution: success isn’t guaranteed. Shrinkflation, portfolio consolidation, and shifting consumer behaviour have tested even the biggest names. Staying agile, customer-focused, and willing to iterate has been key to surviving – and thriving – in the current market.
If you’re a legacy brand wondering how to future-proof your offering, there’s value in starting – but even more in starting smart.
For the full case studies, interview with Rügenwalder Mühle, and actionable insights, read the full article on the New Food Hub, and contact ProVeg’s experts at [email protected].
