Delhaize Belgium has announced plans to launch a new own-brand hybrid food product range as part of its efforts to advance its sustainability goals.
The retailer's new range, to be rolled out this fall, will partially replace animal ingredients with plant-based ingredients.
The initiative will cut fat content by 30% without compromising on taste, making the product better for people and the planet.
Delhaize Belgium noted that growth of fully plant-based meat substitutes is stabilising and while many customers prioritise sustainability, not everyone wants to switch entirely to plant-based alternatives right away.
The focus on hybrid products will encourage people to try plant-based proteins, without having to drastically change their eating habits.
It is also ideal for flexitarians, who often want to reduce their meat consumption but don't want a fully plant-based product, the retailer added.
Jonathan Hertog, VP of fresh and sourcing at Delhaize Belgium, stated, "Our customers are increasingly concerned with sustainability, health, and taste. But we also notice that there are still barriers, such as the tradition of meat in Belgian cuisine or questions about taste and nutritional value."
The new range will include charcuterie and fresh meat preparations, such as hybrid chicken fillet, salami, ham sausage, as well as mixed minced meat, chipolatas, and burgers.
These products contain less fat and more plant-based ingredients with vegetables such as zucchini and butter beans added as meat substitutes.
The recipes have been extensively tested for optimal taste and texture and then validated by independent taste research firm Normec, a leading name in the testing, inspection, certification and compliance (TICC) industry.
Hertog added, "With this hybrid range, we offer an accessible solution: products that taste familiar, but with a smaller ecological impact and, moreover, contain 30% less fat.
"We want to make our customers' lives easier, in terms of sustainability and health, without sacrificing the taste experience."
Delhaize aims to switch at least half of its offerings with plant-based protein by 2030.
The new range ensures lower CO₂ footprint, increases plant-based protein intake, and offers sustainable choices step by step.