GERMANY – German hypermarket giant Kaufland is significantly expanding its K-Take it Veggie brand with salmon and other products, boosting its vegan offerings by approximately 20%.
This expansion brings the total number of vegan products to over 100, including new items such as Parmesan cheese, salmon, and cheese sticks.
These additions aim to support and encourage plant-based nutrition among consumers.
Kaufland’s move aligns with the growing interest in veganism in Germany, where one in five people express interest in a vegan diet.
Currently, more than 1.5 million Germans follow a vegan lifestyle, a trend that continues to rise.
The Federal Minister of Food and Agriculture, Cem Özdemir, is addressing the nation’s historically low meat consumption by promoting new market opportunities for plant-based products.
“We aim to provide our customers with plant-based products that cater to every taste and occasion, inspiring them to try new dishes,” said Oliver Schmitz, Managing Director of International Purchasing at Kaufland.
Part of the Schwarz Gruppe, which also owns Lidl, Kaufland operates over 600 stores in Germany and employs thousands of people.
The retailer lists over 1,300 vegan and vegetarian products, including around 180 alternatives to meat, sausage, cheese, and milk.
Last year, as part of its sustainability efforts, Kaufland joined Lidl’s price parity initiative, reducing the prices of plant-based alternatives to make them more accessible.
A 2023 price study by ProVeg International highlighted Kaufland as the most affordable option for plant-based shopping, noting its competitively priced plant-based milk and burger patties.
Robert Pudelko, head of purchasing sustainability at Kaufland Germany, noted that a recent survey found 84.9% of respondents believe that eating vegan in Germany has become significantly easier.
Schmitz added, “Our objective is to offer every customer the right options for their diet. The vegetarian and vegan consumer segment is important and growing for us. We introduced the K-Take it Veggie brand seven years ago, and the demand for these products has been steadily increasing.”
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