Colruyt Group is expanding its range of plant-based products under its own brand Boni Plan’t. From today, customers can find falafel made from Belgian yellow peas, feta and courgette on the shelves of Colruyt Lowest Prices stores. With this launch, Colruyt Group responds to the growing consumer demand for plant-based products and supports the cultivation of yellow peas in Belgium.
Healthy and nutritious
Falafel is a dish that originates from the Eastern Mediterranean region and is traditionally made from chickpeas. At Colruyt Group, a variant has been developed under the Boni Plan’t own brand, based on Belgian yellow peas. The new Boni Plan’t falafel is made from yellow peas, feta and courgette. The yellow peas are grown in Belgium and are a perfect substitute for chickpeas in falafel. Yellow peas combine a high protein content (25%) with a high fibre content and a low fat content. A healthy choice, ideal for anyone who wants to eat plant-based (from time to time). The falafels are available as of today in every Colruyt store at €3.49 per pack.
"Consumers are increasingly looking for local, healthy products based on pulses. Falafel is a very accessible product in that respect: it is widely known, easy to use and affordable. That makes it appealing to a broad audience and helps to integrate plant-based ingredients into everyday diets in a low-threshold way,”says Ilka Lanau, Private Label Manager at Colruyt Group.
Sustainable Belgian cultivation
Yellow peas are a pulse crop that thrives in the European (and therefore Belgian) climate. Their cultivation has a positive impact on the soil thanks to their ability to fix nitrogen and their low need for crop protection products. This makes yellow peas an ideal addition to a diversified crop rotation plan for farmers. “Thanks to the valuable insights gained from our small-scale yellow pea trial last year, we are convinced of both the feasibility and the added value of this protein-rich crop. That is why we are continuing to invest decisively in the production and support of locally produced protein crops,” says Jessica Amendolara, Head of Farming at Colruyt Group.
Colruyt Group is deliberately expanding its plant-based product range in order to contribute to the protein shift and to Colruyt Group’s Green Deal commitment. “By offering a broader and more varied range of plant-based proteins, we support our customers in making balanced everyday food choices,” Ilka Lanau concludes.
