Vegan Steak Expands to Belgium and the Netherlands

After selling nearly 40,000 vegan steaks at Tesco, Vivera expands its distribution to other European markets.


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On June 11, Dutch brand Vivera will debut its plant-based steaks at supermarkets Albert Heijn and JUMBO Supermarkten in the Netherlands, and Carrefour locations in Belgium. Vivera is increasing production of its vegan steaks—made with soy and wheat—faster than it planned after a successful launch at 400 locations of British supermarket Tesco on May 21. “We are overwhelmed by the great success of the 100-percent plant-based steak,” Vivera commercial manager Gert Jan Gombert said. “Within a few days the first delivery of 40,000 items is nearly sold out. The sales could have been much larger, some supermarkets were sold out within a day.” The brand plans to further scale production to expand distribution of its vegan steaks to markets in Germany, Italy, and France during the second half of 2018.