Vion launches ME-AT, a start-up for alternative proteins

The products will offer the taste, texture and eating experience of traditional meat

The demand for alternative proteins is growing. Dutch Group Vion invests in demand-driven chains. Alongside the sustainable production of traditional meat, a new part of the organisation, ME-AT, will work as a food designer and concentrate on developing high-quality meat alternatives. The products will offer the taste, texture and eating experience of traditional meat. ME-AT is therefore broadening the definition of meat, and focusing on the growing target group of future customers: the flexitarians. 

The products are ideal for a broad group of flexitarians, vegetarians and vegans. ME-AT’s vision on the future is wide open, so it will include introduce product improvements and innovations in the terms of raw materials, packaging and textures. With the new start-up, Vion is focusing on products that are meat-like in their flavour and appearance. 

As one of the world’s top 100 food and beverage companies, Vion is in a position to build sustainable supply that are transparent and traceable from the farm to the plate. With this project, Vion is exploiting its knowledge and expertise to take the next step in providing the world with alternative sources of protein within the area for which it is responsible.