Aoste is the first charcuterie brand in Belgium to offer consumers the choice between meat or a vegetarian option. With this move, it wants to target an increasing group of flexitarians.
Variety
Up to 16 % of Belgian consumers is looking for a vegetarian bread spread which allows them to alternate between the classics, like meat and cheese and the new option. Unfortunately, they do not always find what they want. An Aoste study, in collaboration with EVA (one of Europe’s largest vegetarian organizations), shows that there are two barriers for vegetarian spreads: flavour (41 %) and the lack of nutritional benefits (36 %). In order to meet consumer demand, the charcuterie brand will expand its product range with five vegetarian recipes – all under its “Le Végétarian” brand.
“The new product range targets people who occasionally want a vegetarian alternative for the classic charcuterie and cheese. We want to offer these options to the Belgians who are consciously choosing to do so. The soft texture and typical “Le Végétarien” shape will enable us to have a tasteful and easy spread on our bread”, brand manager Thomas De Boes said.
Major ambitions
‘Le Végétarien’ will have five different flavours: Nature, Tuinkruiden (Garden Herbs), Curry, Gemengde groenten (Mixed vegetables) and Méditerranée (Mediterranean). The protein based reciped have lower amounts of unsaturated fats thanks to sunflower oil (on average 1.5 %). The level of sugar is also extremely low (0.7 %) and do not contain artificial colour additives, gluten, soy and lactose. They have the European V label, meaning they are 100 % vegetarian.
“These products were developed by a Belgian team of product developers, marketeers and specialists. They are also processed in Belgium. The recipes are made within the ranks of our European group, but not in Belgium”, De Boes said. “We are not planning to stop here, because we want to keep expanding our spread product range with even more vegetarian options in 2018. We will probably even add several vegan alternatives as well. Our ambition is to become the largest provider of vegetarian alternatives in Belgium by 2025.”
