Italian Brand Debuts Vegan Meat as Mortadella Sales Slip

Felsineo—Italy’s leading mortadella meat brand—launched vegan offshoot Felsineo Veg with six plant-based sliced meat products that resemble traditional Italian cold cuts.


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Italian mortadella producer Felsineo recently debuted vegan meat alternative line Felsineo Veg. The company expanded into producing vegan meats in an effort to recoup lost profits as mortadella sales continue to decline in the region. “It is an incontrovertible fact that the number of consumers choosing vegetarian and vegan [products] is growing,” Felsineo president Andrea Raimondi said. “[These] are not ephemeral fashions, but new eating habits that are well positioned under the umbrella of health and well being.” Felsineo Veg’s new organic Veghiamo line—which is made in a new, state-of-the art factory dedicated to producing vegan products—is created using proprietary technology the company calls “Mopur,” in which a combination of flours and legumes undergo a fermentation process to coax flavor and develop texture. The line currently includes six varieties of plant-based sliced meats—flavors such as “delicate,” “spicy,” and “truffle”—created to mimic traditional Italian cold cuts. Last year, Italian food company Selex Gruppo Commerciale launched its own vegan line to fulfill growing demand for plant-based options in the country.