Dutch supermarket chain Jumbo It has announced that it will be lowering the prices for its private label plant-based range of meat to match similar animal products. The retailer claims that the high price of meat alternatives is an obstacle to consumers who want sustainable products.
This initiative is part of Jumbo’s bigger goal of making By 2030, the company will use 60% plant-based protein. Encourage a transition towards sustainable diets. However, Jumbo’s new pricing strategy follows a recent wave of similar initiatives in the European retail sector.
Lidl Germany The first supermarket chain to level the prices of Vemondo’s meat alternatives and animal products this October. Since then, Kaufland, Aldi Süd, Penny, and BILLA They have also launched similar price promotions to encourage the consumption of plants.
Anrico Maat, Retail Director of Jumbo, comments: “We want to help our customers choose plant-based or vegetarian products more often. By adjusting prices now, we hope to make the choice even easier for customers.”
Price and taste
Jumbo, a plant-based eater who is dedicated to the cause. The house vegan brand has been launchedLekker Veggie has launched a Jumbo meat-free plant-based product in 2020.