The LIVEKINDLY Collective has launched a new vegan meat brand with one of the largest European poultry producers.
The LIVEKINDLY Collective released the new plant-based brand, called Green Legend, with German-based poultry distributor PHW Group.
Launched earlier this year, The LIVEKINDLY Collective’s portfolio of heritage and startup brands includes South Africa’s The Fry Family Food Co., Swedish plant-based brand Oumph!, Germany’s LikeMeat, and LIVEKINDLY Media.
Green Legend offers five different sausages, including vegan poultry salami, vegan poultry meat sausage, and vegan poultry mortadella.
The line also includes six different vegan meat and fish items: meatless mini-burgers, chicken pastry nuggets, chicken sticks, chicken mini-schnitzels, fish sticks, and fish pastry nuggets. The meatless products feature peas, corn, field beans, and wheat.
“Our new Green Legend products create a taste experience that comes very close to the original,” Marcus Keitzer, PHW Board Member for Alternative Protein Sources, told Vegconomist.
He continued: “We are positioning ourselves as a supplier of high-quality protein products. We have also been offering our own vegan products since 2015. Which are now ideally complemented by the new plant-based products.”
Interest in Plant-Based Food Soars
The PHW Group says the launch of Green Legend appeals to the rising interest in plant-based diets. A 2019 study found meat consumption in Europe has dropped by 20 percent.
Germany, specifically, has been a hotspot for veganism. According to a study by the Federal Ministry of Food and Agriculture, approximately 63 percent of Germans are actively trying to reduce their meat consumption.
“Meat reduction is growing strong in Germany as the nation continues to seek healthier, more sustainable options without compromising the food they love. Our partnership with PHW Group is ever-evolving. Together we embrace Germany’s growing flexitarian consumer base and its demand for meat alternatives,” Kees Kruythoff said in a statement. Kruythoff is the CEO and Chairman of the LIVEKINDLY Collective.
“Germany is already one of the world leaders in new plant-based products. Having the largest poultry producer in the country embracing new demand is a sign of hope for the future of food,” he added.
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