amidori, the German producer of plant-based meats from pea protein, has become “endori”. The background being that another European company had already applied for a similar-sounding trademark before amidori was founded in 2015, but mainly for meat products – and has now claimed its (older) trademark rights over similar-sounding brand names throughout Europe.
German Pea Protein Leader endori Adds Vegan Tuna to its Growing Portfolio of Pea Products
Germany’s endori, previously known as Amidori, is the newest addition to a list of at least ten global vegan tuna launches so far this year. While many of the plant-based tuna products are produced with soy, wheat, legumes, seaweed and algae, or a mix of plant proteins, this stands out as one of the few created with a pea protein base, making it suitable for those with dietary requirements and allergies. It is worth noting that Nestlé’s Vuna has been priced at around €6.50 euros for a small jar, creating an opportunity for more affordable products on the European market. Authentic flavour with tuna-like structure The NPD joins the brand’s two existing alternative seafood products — fishcakes and fingers — in its portfolio which entails …
