Colruyt Group bets on hybrid meat
Rest assured, when we say hybrid, we’re not talking about lab-grown meat. Instead, Colruyt Group is introducing a new range of products that combine animal and plant proteins. Since September 11, enriched minced meat (60% beef, 40% fava bean flour) has been available in the butcher’s section at Colruyt Lowest Prices and Okay. The range will later expand in October with burgers and sausages enriched with ingredients such as squash, mushrooms, or seaweed.
The idea is simple: reduce the proportion of animal proteins without compromising on taste, texture, or nutritional quality. Fava beans replace soy and add both fiber and protein, while the other recipes help lower saturated fat levels and offer new taste experiences.
This innovation is part of the group’s Green Deal strategy and its ambition: by 2028, to reach a balance of 60% plant-based and 40% animal proteins.
As explained by Pascal Dekelver, Head of the Meat Division at Colruyt, this is a deliberate choice: “Our goal is to offer 60% of proteins from plant-based sources and 40% from animal proteins by 2028. In this way, we want to actively contribute to the protein transition and to Colruyt Group’s Green Deal commitment. We aim to reduce the ecological footprint of our diet by encouraging customers to gradually consume fewer animal proteins and more often choose plant-based alternatives, whose production has a lower environmental impact,” .
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