ALDI has rolled out its plant-based My Vay brand in the Netherlands, coinciding with the country’s Week Without Meat and Dairy which took place from March 4-10.
The range currently features several plant-based dairy alternatives, including soy, oat, and almond milks along with soy and coconut yogurts. In the coming months, it will be expanded to include a variety of meat and dairy alternatives, including plant-based cheeses.
The coconut yogurt has already been recognised in the Netherlands’ 2024 Private Label Product of the Year awards. Dutch consumers voted for the product based on four factors — attractiveness, innovation, purchase intention, and product testing.
ALDI previously launched My Vay in Germany during this year’s Veganuary campaign. ALDI Nord is offering more than 850 products under the brand, including alternatives to steak, salmon, and cream cheese; ALDI SÜD’s range is even larger, with over 950 products such as falafel, oat milk, and plant-based mince.
“Easy and tasty”
In March 2023, ALDI announced that it aimed to expand its vegan range to 1,000 products by the end of 2024. Just two months later, the retailer said it was already close to meeting this goal, with 950 vegan-labelled products.
In the UK, ALDI introduced its largest ever vegan range during Veganuary this year, including breakfast pastries, vegetable fritters, and ice creams. The retailer is also reducing fruit and vegetable prices to help customers eat more healthily.
“At ALDI, we see that customers are looking for plant-based alternatives to meat and dairy,” said Gideon van Bussel, Managing Director of Procurement at ALDI Netherlands. “With the launch of My Vay, we make these products very clearly recognisable. That suits ALDI, because we want to make shopping as easy and cheap as possible. In addition to adjustments in our range, we inspire our customers with vegetarian and plant-based recipes, for example with legumes or nuts. This way, we show how easy and tasty it is to spend a day without meat or dairy. And it’s inexpensive too at ALDI.”
