Plukon Food Group, a Dutch poultry producer, has snapped up local meat-free startup Vega Insiders to strengthen its alternative protein portfolio.
Netherlands-based poultry giant Plukon Food Group has acquired Vega Insiders, a producer of meat-free kebabs, bacon and falafels.
The terms of the deal were undisclosed, but Plukon confirmed that Vega Insiders will continue to operate under its own name and retain all its employees.
The move is part of Plukon’s growth strategy in alternative proteins, and will allow it to accelerate the integration of plant-based product development knowledge and expertise within the business.
Why Plukon decided to buy Vega Insiders
Founded in 2020 by the Zilverwerf Group, Vega Insiders makes a range of vegan and vegetarian products for foodservice and retail channels. It makes plant-based bacon from fava beans and rice starch, which is sold under its Grunchy brand as slices, strips, and pre-cooked streaky bacon.
In addition, it makes plant-based versions of mince, kebabs and falafel, combining a range of protein sources. Plus, it has a line of vegetarian meat alternatives, such as meatballs, chicken pieces, and ham pieces, which use egg and/or dairy.
The company has a production facility in Udenhout, as well as an Experience Center to give potential clients a taste of its offerings and to help other brands with their own meat-free product development.
“After years of building Vega Insiders, I was looking for a sustainable future for the company,” said Mart Beniers, founder of Vega Insiders and owner of Zilverwerf Group. “In Plukon, I found a partner with the same mindset: entrepreneurial, pragmatic, and knowledgeable about the market. We had an immediate connection, which gives me full confidence that Vega Insiders is in good hands.”
Plukon’s sells poultry products, meals and salads, as well as alternative proteins in Europe. It is present in six countries and has over 10,000 employees, and posted a turnover of €3.1B in 2023.
“This acquisition fits perfectly within our strategy. Plukon has been working on alternative protein concepts for years. This strengthens both our product diversity and our innovation capacity in the field of complementary proteins,” said Plukon CEO Kees Kraijenoord.
“For some time, Plukon has aspired to have a dedicated vegetarian/vegan production site. With this acquisition, that ambition becomes reality, and we can now scale up in a fully plant-based environment.”
Meat giants continue to invest in plant-based market
Although sales of meat alternatives fell by 2.5% in 2023, these products still account for the largest slice of the plant-based pie in Dutch retail. Globally, meanwhile, sales of vegan meat analogues rose by 4% in 2024.
Meat giants have therefore continued to invest in and acquire alternative protein brands to diversify their protein portfolio while lowering their overall climate impact. In Germany, meat processor Tönnies Group invested in Nosh.bio to co-create a single-ingredient mycelium product, and poultry giant PHW Group participated in a funding round for mycoprotein startup Kynda.
In Italy, meanwhile, Gruppo Tonazzo shuttered its meat business after 136 years to focus solely on plant-based food. And earlier this year, Unilever agreed to sell Dutch meat-free leader The Vegetarian Butcher to Vivera, which is owned by JBS, the world’s largest meat producer.
These deals come during a time of rampant M&A activity in the rapidly-consolidating animal-free food sector. In the US, dairy-free formula maker Kate Farms was acquired by Danone and frozen ready meal maker Daily Harvest was snapped up by yoghurt leader Chobani last month. Wicked Kitchen, Nuggs, and Blackbird Foods were all taken over by Ahimsa Companies last year, while vegan cheesemaker Vertage was purchased by Misha’s Inc this January.
In Europe, Allplants’s assets were separately acquired by Grubby and the founders of Deliciously Ella, which itself was bought by Switzerland’s Hero Group months earlier. And VFC evolved into the Vegan Food Group to become a holding company that now includes Meatless Farm, Clive’s Purely Plants and Tofutown.
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