Plant-Based Product Line Starts Strong

Plant-based mince burgers and veggie meatballs are gaining popularity across Denmark. Danish Crown, which launched its first line of plant-based products under the brand Den Grønne Slagter in January, has already captured a 20% market share, making it the biggest producer of plant-based meat substitutes in Denmark. "We are extremely proud of this achievement. It's particularly impressive that within just four months of being on the market, 5% of all Danish consumers have already purchased our plant-based products. These figures are quite extraordinary for a new product line in the food sector. Consequently, we are already planning to expand our range of plant-based products, with a clear ambition to become the market leader in the production of plant-based meat substitutes in Denmark," states Mette Færch, Danish Crown's Head of Marketing and Innovation. Currently, the plant-based product line includes eight items, which are ready meals and meal components. All products are soy-free and primarily made from either Nordic or organic vegetables. The top-selling products, which are also popular among families with young children, include veggie mince, veggie meatballs, and veggie nuggets. According to market research from Danish Crown, within just four months of being on the market, six of the new products have made it into the top 20 best-selling plant-based meat substitutes. Furthermore, veggie mince from the brand Den Grønne Slagter is the top-selling product in its category. "Our focus is on providing quality food for a wide range of consumers. The products must not only taste good, but also be reasonably priced to reach as many consumers as possible. In simple terms, we aim to be the preferred producer of everyday food products. Currently, our plant-based meat substitutes are the most widely distributed products in the category and occupy the most shelf space in stores across Denmark," says Mette Færch. Consumer surveys reveal that over one-third of Danes have reduced their meat consumption in the past year, and two-thirds plan to eat more environmentally friendly. Therefore, with the launch, Danish Crown set a goal to generate high double-digit millions of Danish kroner in revenue from the plant-based segment by 2022. Given the strong sales figures, the group is well on its way to achieving this target. After the summer holiday, Danish Crown plans to expand its plant-based range with three new products: an Asian-inspired noodle dish with vegetables and veggie bites, a veggie mince burger, and a breaded burger with spinach and cheese. "We have no plans to abandon our meat production – meat will continue to be in demand in the future. However, at Danish Crown, we recognize that the food industry contributes to the climate challenges we all face, and we want to be part of the solution," says Mette Færch.