Colruyt Group is expanding its butcher's offerings by introducing a new assortment of meats enriched with plant-based ingredients. Following the debut of ground meat, burgers and sausages will follow, aiming to address emerging food trends and contribute to the company's Green Deal and the so-called "protein shift." The enriched ground meat contains 60% beef and 40% fava bean flour, a sustainable, protein-rich legume that represents a valid alternative to soy. The product retains the taste and texture of traditional meat, but with less saturated fat and more fiber.
Within the same range, Colruyt will also offer sausages (beef and pork) with 25% mushrooms and seaweed, and burgers (also a mix of beef and pork) with 25% pumpkin. Here too, the goal is to reduce animal protein without sacrificing taste and nutritional value. "We've already launched three types of sausages enriched with 38% vegetables for BBQ season. Now we're offering a new range for those who want to reduce their meat consumption without sacrificing flavor and quality," explains Pascal Dekelver, Meat Division Manager at Colruyt Lowest Prices.
The line is designed primarily for flexitarians and consumers who are health- and environmentally conscious. It's an intermediate step toward a more plant-based diet, without the radical impact of a fully vegetarian alternative. The ground meat will be available from September 11th at Colruyt Lowest Prices and Okay butcher counters, while sausages and burgers will hit shelves from October 1st. With this move, Colruyt Group aims to achieve a balance of 2028% plant-based and 60% animal-based proteins in its offerings by 40, reducing the environmental impact of food consumption.
