Dutch supermarket chain Jumbo has launched a new range of plant-based yogurts made from soy grown in the Netherlands. The retailer claims to be the first in the country to introduce this type of product.
The yogurts have been produced by the plant-based brand De Nieuwe Melkboer and are available in three varieties — Natural, Vanilla, and Forest Fruits. They are sold under Jumbo’s ’Direct van de Boerderij’ (Direct From the Farm) brand.
The products have been developed with a process that uses the whole soybean, meaning they are rich in fiber as well as protein. This also allows for a more efficient use of raw materials.
The partnership between Jumbo and De Nieuwe Melkboer was established through Plant Protein Forward, an initiative by Foodvalley, Rabobank, and collaborating provinces that aims to increase sales and multi-year chain collaborations between farmers and food suppliers.
“Offering consumers even more choice”
Soybeans could not previously be grown in the Netherlands, but climate change and the introduction of new varieties have made their cultivation possible. Last year, Jumbo launched Dutch-grown frozen edamame. The announcement of the yogurt launch was made during Bean Meal week, when Dutch supermarkets and caterers promote legume consumption.
In October 2023, Jumbo announced the goal of ensuring 60% of its protein offerings are sourced from plants by 2030. The following month, the retailer dropped the prices of its private-label plant-based meat products to match the prices of similar animal products, making it easier for consumers to choose sustainable options.
Last year, Jumbo removed gelatin from all its fresh pastries, replacing the ingredient with plant-based alternatives. The chain claimed to be the first in the Netherlands to make the change.
“The majority of our fresh products come from Dutch soil,” said Menno Wigtman, Unit Manager AGF and Protein at Jumbo. “We are proud of Dutch products and farmers and growers such as De Nieuwe Melkboer, who ensure that there are tasty, more sustainable, fresh products of high quality on our shelves every day. With the plant-based yogurt varieties made from soybeans from the Netherlands, we offer our customers even more choice in plant-based dairy varieties, with a really tasty product from our own soil.”
