Norway’s biggest meat producer Notura recently launched its first meat-free product line. The new line—called MEATish—was developed in collaboration with local supermarket chain Rema 1000 and features several non-GMO, soy-based items including bowls, nuggets, and burgers. The vegetarian line was developed to contain an equivalent amount of protein as, and less saturated fat than, Notura’s meat options. “These are good products with flavor and texture resembling our similar meat products,” Notura’s CEO Arne Kristian Kolberg said. A growing number of meat producers are diversifying their offerings based on consumer demand for healthier and more environmentally friendly options. Following the example set by Tyson last year when it invested an undisclosed amount into vegan company Beyond Meat, last week, Canadian meat company Maple Foods acquired US-based vegetarian company Lightlife.