Dutch supermarket giant Jumbo announces the launch of its own house brand Lekker Veggie, now available in 670 stores in the Netherlands and Belgium, stating: “With Lekker Veggie we are entering a new phase with our range of vegetarian and vegan products.”
Jumbo Drops Plant-Based Meat Prices as Sweeping Trend for Price-Parity Continues in Europe
Dutch supermarket chain Jumbo announces that it has dropped the prices of its private-label plant-based meat range to match the price of similar animal products. According to the retailer, the high cost of meat alternatives is a common obstacle for consumers choosing sustainable products. This initiative is part of Jumbo’s bigger goal of making 60% of its protein products plant-based by 2030 to foster a transition to sustainable diets. However, Jumbo’s new pricing strategy follows a recent wave of similar initiatives in the European retail sector. Lidl Germany was the first supermarket chain to equalize the prices of Vemondo’s meat alternatives and animal products this October. Since then, Kaufland, Aldi Süd, Penny, and BILLA have launched similar price initiatives to encourage the adoption of plant-based consumption. Anrico Maat, Retail Director of Jumbo, comments: …