Tönnies expands its investment in vegetarian product lines.

Sales have surged by over 250 percent | Launch of a new range of meat substitute products | Introduction of the "DeKoepers" brand Tönnies is further expanding its ventures in the vegetarian sector. On August 6, 2021, in Rheda-Wiedenbrück, the Tönnies Group consolidated its vegetarian and vegan initiatives into a dedicated division, Vevia 4 You GmbH & Co. KG, about half a year ago. The initial feedback from this Rheda-Wiedenbrück-based food production company is overwhelmingly positive. The extensive availability of its products under the "Gutfried", "Veviva", and "Es schmeckt" brands in retail stores, along with consumer endorsement of its strategy, highlights the success of this venture. For the conglomerate, this segment is a key component of its commitment to sustainability. Maximilian Tönnies remarked, "Our emphasis on quality over speed in product development has been rewarding." The company aims to impress with products that stand out for their flavor. To this end, Tönnies' leadership has engaged in comprehensive taste testing alongside their product development team. "We've made significant strides in product development in a brief period. Consumer panels have validated our products' acceptance. Our objective is to secure a strong position in the market." However, the company has already witnessed a substantial increase in sales: from a revenue of 8.3 million euros in 2019, Tönnies anticipates a rise to 30 million euros by the year's end, marking an increase of over 250 percent. This growth is largely attributed to the burgeoning meat substitute market, following a successful foray into sausage alternatives. Tönnies' offerings in this category cater not only to vegetarians and vegans but also to flexitarians—those occasionally opting for meat-free options. "For these consumers, the taste and sensory experience are crucial. Our aim is for our products to closely mimic meat," Maximilian Tönnies explained. This goal has been achieved with the new "Wie" series, according to him. "Products like chicken nuggets, chicken schnitzel, or fish sticks are indistinguishable from their meat counterparts. Our product development team has excelled. Even my father agrees." The company devoted two years to perfect these products before their market launch. The "Wie" series is on the verge of completion, awaiting final adjustments. However, commitments for widespread distribution of the products have already been secured. "We've primarily won over food retailers with our products' flavors," Maximilian Tönnies stated. With a comprehensive multi-channel campaign set for September, including TV ads, the company is gearing up for a significant marketing push. The vegetarian and vegan products are manufactured at the company's Böklund facility, with plans to significantly increase and enhance production capacities. Tönnies is set to invest a substantial double-digit million figure in the coming years for this expansion, which includes broadening the product range and further refining the products. A detailed business plan is in place: for instance, the company targets sales of approximately 24 million euros in sausage alternatives and about 6 million euros in meat substitutes by the end of this year. By 2025, total sales across both categories are projected to exceed 120 million euros. While meat and sausage production remains the core business, Maximilian Tönnies asserts, "We have evolved beyond merely being a slaughterhouse to become a comprehensive food producer." He highlights the company's foray into the convenience food sector, such as cheese products under the new "DeKoepers" brand, designed for quick preparation in microwaves or on grills. The company is also exploring snacks, sauces, and grill items. "We have several exciting ideas in the pipeline that consumers can anticipate." Notably, the company's meat substitute products do not contain soy from rainforests, opting instead for European soy. "This aligns with our t30 sustainability strategy, which we are committed to advancing. Our goal is to produce food that is enjoyable, healthy, and as sustainable as possible."