Food & Beverage

Rügenwalder Mühle Brings Three Vegan Products to the Meat Counter

New vegan sausages, beefburger and mince from Rügenwalder Mühle, which not only look just like the classic meat varieties, but can also be used in the same way when preparing  dishes, will soon be available at the self-service meat shelf or in the self-service meat counter across Germany.

The new Vegan Mühlen mince can be easily formed into homemade meatballs or meat loaf or is perfect for vegan cannelloni filling. The new products based on soya do not require the addition of flavour enhancers and offer a short list of ingredients. The consumption dates are similar to that of classic meat, thus underlining the fresh character of the new products, which will be available on the self-service meat shelf or in the self-service meat chest from March.

“With the three new products we are adding completely new facets to our vegan range,” says Viktoria Wilhelm, Brand Manager at Rügenwalder Mühle. “Thanks to our completely new recipe with a fresh character, the products offer more application possibilities and appeal above all to consumers who like to cook for themselves and love the taste of meat, but would like to reduce their meat consumption from time to time. Because they now taste even more meat-like and are also very versatile. Because our new vegan products behave just like the classics made of meat, it is now even easier to enjoy really tasty, home-made favourite dishes such as meatballs etc..”

Rügenwalder Mühle
©Rügenwalder Mühle

The company aiming to convince not just in terms of taste, but also in terms of placement in the food retail trade: the products can be found on the self-service meat shelf or in the self-service meat chest. This creates buying impulses especially for new flexitarians: “These are consumers who love meat, but for various reasons want to reduce their meat consumption. For these consumers, who are slowly approaching alternatives, the placement next to classic meat is just right,” says Viktoria Wilhelm. “The reasons for using it are clearly recognizable and therefore the threshold is much lower to simply try it.”



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