Swiss Retail Giant Migros Starts First Plant-based Butchery

©Migros

Swiss retailer Migros is testing a new concept at the Dreispitz branch in Basel. The plant-based butcher who developed Migros’ recently introduced V-Love product line will sell a wide variety of different plant meats from cevapcici and gyros to cold cuts, minced meat and burgers.

Migros states that the products are portioned and packaged for customers in the butcher’s shop, and says that “V-Love is aimed at all curious people, plant fans and lovers of culinary diversity and stands for pleasurable discovery and a balanced plant-based diet. Migros promises with V-Love: 100% enjoyment and 0% compromise. Innovative products, sophisticated recipes and selected ingredients are intended to offer carefree enjoyment and plenty of plant-based variety.”