de vegetarische slager

What de vegetarische slager does

De Vegetarische Slager (The Vegetarian Butcher) is a Dutch plant-based food company founded in 2010 by Jaap Korteweg in The Hague, operating as The Vegetarian Butcher Collective B.V. and owned by Vivera B.V. within the Unilever group since 2018. The company produces a portfolio of soy-, wheat- and lupine-based meat alternatives — including schnitzels, sausages, burgers, chicken-style pieces, bacon-style bits and seasoned ground meat — engineered through heating, grinding, cooling and mixing to form meat-identical structures and branded under nostalgic Dutch product names (Auf Wieder Schnitzel, Kipstuckjes, Braadworst, Rul Gehackt, Speckjes). Most SKUs carry the V-Label vegan certification, with select items also EU-organic certified. Revenue is generated through consumer packaged goods sold across 30,000+ retail points in 45 European countries (Dutch supermarkets Albert Heijn, Jumbo, Dirk, Spar, Plus, Picnic; Tesco in the UK; German retailers) plus foodservice partnerships including Burger King's Rebel WHOPPER in 25 countries, HEMA restaurants and New York Pizza. The brand targets meat-loving flexitarians rather than committed vegetarians, positioning products in the meat aisle under a 'vleesopvolger' (meat follower) framing and combining retail CPG distribution with advocacy work (#schnitzelgate, COP26 #climeataction, 2024 Burgerinitiatief) to defend meat-style naming and drive category adoption.

Name

de vegetarische slager

Legal name

The Vegetarian Butcher Collective B.V.

Website

https://devegetarischeslager.nl

Company type

Private

Founded year

2010

Operating status

Operating

Short description

Dutch plant-based meat brand (founded 2010) producing soy and wheat-protein meat alternatives — schnitzels, sausages, burgers and chicken-style pieces — sold in 30,000+ retail points across 45 European countries and via Burger King QSR, targeting meat-loving flexitarians under Unilever ownership.

Ownership category

akta.pro rank

Product category

Plant-based Meat Alternatives

NAICS

Animal Slaughtering and Processing (3116), Meat and Meat Product Merchant Wholesalers (42447), Meat Retailers (445240)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Finished Meat-Alternative Prepared Foods (Nuggets, Burgers, Sausages, Ready Meals) (AFANAKAO)

akta.pro secondary industry

Shelf-Stable/Retort Prepared Meat & Seafood Meals (AFANAFAE)

Keywords

• Plant-based meat alternatives
• Vegetarian protein products
• Meat substitute retail
• Plant-based foodservice
• Vegan meat products

Headquarters

HQ city

Holten

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Consumer Packaged Goods (CPG) - Retail: The Vegetarian Butcher generates revenue primarily through the sale of branded vegetarian meat products via retail supermarket channels (Albert Heijn, Jumbo, Tesco, etc.). Products are sold as chilled and frozen consumer packaged goods. Retailer relationships and shelf placement are central to revenue generation. Products are available at over 30,000 retail points across 45 countries.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

De Vegetarische Slager develops and sells plant-based meat analogues that mimic chicken, beef, and pork products (schnitzels, chicken chunks, sausages, burgers, ground meat, beef-style strips). Products are marketed primarily to meat-eaters and flexitarians and are distributed through retail grocery chains and foodservice operators across Europe.

Product overview

De Vegetarische Slager (The Vegetarian Butcher) is a Dutch plant-based food company that produces vegetarian meat alternatives designed to replicate the taste and texture of animal meat. The company positions itself as the 'butcher of the past with the meat of now,' creating products for meat lovers who want to reduce animal consumption without sacrificing culinary experience. The product portfolio centers on plant-based alternatives including schnitzels (Auf Wieder Schnitzel), sausages (Braadworst, Little Willies), burgers (Griljante Burger, Lecker Burgerlijk, Pluimfeest Burger, Let it Beef), chicken-style products (Kipstuckjes, Kip Krockant, Kipleckere Nuggets, Kipleckere Tenders), and seasoned meat alternatives (Rul Gehackt, Speckjes). The company uses soy and wheat protein as primary ingredients, with techniques including heating, grinding, cooling, and mixing to create meat-identical structures. Most products are vegan-certified with the V-Label, and some products carry EU Organic certification. The company sells through retail channels including Albert Heijn, Jumbo, and other supermarkets across 45 European countries, with products also available at food service partners including Burger King and HEMA.

Differentiator

Problem solved

Functional benefit

Products and services

• Plant-based Chicken-style Schnitzel

Quantifiable outcome

• 94% lower global warming impact compared to beef burger (Ereburger)
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core, minor, major and flagship.

• Burger KingcoreStrategic or Co-development Partner · 1 January 2018The Rebel WHOPPER was launched exclusively at Burger King restaurants across 25 European countries in 2018. The plant-based burger was developed specifically for Burger King using The Vegetarian Butcher's proprietary plant-based meat technology. This was one of the largest QSR plant-based launches in Europe at the time.
• New York PizzaminorStrategic or Co-development Partner · 1 January 2018Partnership with New York Pizza to develop a 100% plant-based pizza, making the Netherlands the first country in Europe with nationwide vegan pizza delivery.
• TescomajorChannel Partner/ Reseller/ Distributor · 1 January 2018UK market entry through Tesco supermarket chain in 2018, following the brand's 'hack' of a traditional London butcher shop to generate buzz. The partnership marked the beginning of The Vegetarian Butcher's large-scale UK rollout.
• Wageningen Universiteit (WUR)coreStrategic or Co-development Partner · 1 January 2015Partnership with Wageningen University to develop the world's first plant-based Biefstuk (steak) launched in November 2015 at a kick-off party for the new factory. The collaboration combines academic food science research with The Vegetarian Butcher's product development expertise.
• UnoxmajorStrategic or Co-development Partner · 1 January 2015Collaboration with Unilever-owned Unox brand to introduce the first vegetarian meatballs in the shelf-stable meat section, under the name 'Vegetarische Gehacktballetjes in satésaus' (Vegetarian Meatballs in satay sauce) in 2015. Followed by a tomato sauce variant in 2017. The partnership leveraged Unox's established distribution in the Dutch market.
• Vivera B.V.flagshipOthersVivera B.V. is identified as the parent/owner entity of The Vegetarian Butcher on the website's footer ('© 2026 Vivera. Alle rechten voorbehouden.'). The company website is operated by Vivera B.V. and Vivera holds the intellectual property rights. The privacy policy identifies 'The Vegetarian Butcher Collective B.V.' as the data controller, with Vivera B.V. as the website operator. Vivera appears to be the primary operating entity behind the brand.
• European ParliamentminorOthersThe Vegetarian Butcher engaged in advocacy lobbying against proposed EU regulations that would ban meat-style names (like 'vegetarian burger', 'vegan chicken') for plant-based products — the #schnitzelgate issue. The company ran a petition campaign and communicated directly with MEPs to influence the legislative outcome. The vegaburger was ultimately allowed to be called a 'burger' in the Netherlands.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Vivera B.V. Dutch plant-based meat producer that owns De Vegetarische Slager and operates a competing plant-based meat portfolio. Comparable in product category (plant-based meat alternatives), target customer (European supermarket and foodservice), and core technology (protein texturization).
• Beyond Meat: US-headquartered plant-based meat company with global retail and foodservice presence. Directly competes in burgers, ground meat, and chicken-style products, and shares the meat-identical positioning targeting flexitarian consumers.
• Impossible Foods: Plant-based meat company known for heme-driven burger technology. Direct competitor in QSR (Burger King Impossible WHOPPER in the US, competing with the European Rebel WHOPPER) and retail burger category.
• Quorn: UK-based meat alternative brand using mycoprotein technology. Competes in European retail and foodservice across chicken-style pieces, burgers, sausages, and mince — overlapping strongly with De Vegetarische Slager's core SKUs.
• LikeMeat: German plant-based meat brand (formerly LikeMeat GmbH) specializing in schnitzels, burgers, and ground meat. Comparable in European DACH retail presence and product format, with overlapping competition in the German market where De Vegetarische Slager also operates.
• Rügenwalder Mühle: German traditional meat producer that pivoted into plant-based meat alternatives as its core growth driver. Comparable product portfolio (sausages, schnitzels, cold cuts) and direct competition for European flexitarian consumers.

Broad incumbents

• Garden Gourmet (Nestlé): Nestlé's plant-based meat brand operating across European retail and foodservice. Comparable in product category and target consumer, but with Nestlé's substantially larger distribution, marketing, and R&D budget.
• Tyson Foods (plant-based line): Major US meat incumbent with a plant-based protein portfolio (Raised & Rooted, Jimmy Dean plant-based). Represents the incumbent-meat-industry response to plant-based meat and a comparable reference point for category economics at scale.

Emerging players

• The Meatless Farm Co. UK plant-based meat brand selling burgers, mince, and chicken-style products in European supermarkets and foodservice. Comparable in product mix and retail positioning, but smaller scale and more limited geographic reach.
• THIS (UK plant-based brand): UK-based plant-based meat company selling in major retailers including Tesco. Comparable product format (chicken-style, bacon, burgers) and overlapping UK retail shelf space with De Vegetarische Slager.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• Xx.com/VegaSlager
• Facebookfacebook.com/devegetarischeslager

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about de vegetarische slager