Set to be launched next week in REMA 100 and MENY stores, half of the meat content has been replaced by vegetables.
Danish Crown is targeting shoppers who want to cut consumption a little without losing the taste of the good Danish meat. “The concept is called 50/50, and is being launched in both a beef and pork variant. 50% of the content is meat of the same high quality that the Danes know from Danish Crown's products, while the remaining 50% are vegetables, which are of course also high quality,” said Finn Klostermann, CEO of Danish Crown Beef.
Kamilla Wetke, senior brand manager at Danish Crown, and has been close to developing the products, explained the different variants.
“There is a taste variation on beef and pork, which is why the vegetables have to compliment the different flavors. In Grønt & Gris we have added carrots, peppers and chickpeas, while we have replaced the carrots with kidney beans in Grønt & Okse. In addition, both variants are also keyhole labeled with only 6% fat, so they match consumers' desire for lean and low-salt products.”
Klostermann added that despite this innovation, Danish Crown’s focus will remain on meat.
“It is important to emphasize that our core product is meat. That being said, we must also keep in mind that consumers are increasingly demanding alternatives to meat, and of course we would like to be able to offer them. At Danish Crown we have the equipment and expertise to develop these products so that they sit right in the closet - the first time.”
In July, Danish Crown announced the launch of a plant steak before the end of the year. It already supplies a number of hybrid beef products to individual retail chains under the chains' own brands, but these products only contain between 20-30% vegetables.