Marketing & Media

Rügenwalder Mühle Promotes Its New Vegan Products With TV Campaign in Germany

Rügenwalder Mühle is a company known for meat based in North Germany, which has been gradually entering the vegetarian and vegan meat substitute market since 2014. Their new products – Vegan Filet Type Chicken, Vegan Steak Type Beef and Vegan Mills Sliced Type Chicken – are part of a TV campaign currently being aired in Germany.

Since May 6th, the 20-second-spot has been broadcasted on the main German TV channels. There is no end date for the campaign which is at present set to air continuously until the end of 2019 and possibly thereafter.

Thomas Ludwig, head of marketing at Rügenwalder Mühle, commented: “We assume that the tasty cooking scenes will make the broad group of flexitarians want to try the products.”

Since 2014, Rügenwalder Mühle’s meat-free range has proved immensely popular in Germany, and in 2018 their vegetarian and vegan products accounted for roughly 30% of their turnover. With this remarkable success the family enterprise gained leadership in the German meat-free market.



Subscribe for the vegconomist-newsletter and regularly receive the most important news from the vegan business world.