Colruyt Group introduces a new range of enriched meat, combining animal and plant proteins  

Thursday, September 11, 2025Colruyt Group is now offering plant-enriched minced meat at the butcher’s counter in Colruyt Lowest Prices and Okay stores. Plant-enriched hamburgers and sausages will follow later. With the introduction of these tasty and more balanced meat options, the group aims to respond to changing food trends in the market. Through this initiative, Colruyt Lowest Prices and Okay also want to actively contribute to the protein shift and Colruyt Group’s Green Deal commitment.   

Less meat, equally tasty and more sustainable 

Plant-enriched meat consists of meat combined with a plant-based component. These can include vegetables, mushrooms, pulses or other plant protein sources. The result is a product that retains the familiar taste of meat, while offering additional benefits in terms of health and sustainability.  

The plant-enriched minced meat is a combination of 60% beef and 40% fava bean flour. Fava beans are sustainable, rich in protein and a good alternative to soya. By adding fava bean flour, we reduce the amount of animal protein without compromising on taste, texture or nutritional value. The minced mix can be used in the same way as traditional minced beef, but with less saturated fat and more fibre thanks to the plant-based ingredient.  

Within the same range of plant-enriched meat, we are also introducing sausages in which 25% of the meat (a beef/pork mix) is replaced with mushrooms and seaweed, and hamburgers (a beef/pork mix) that contain 25% pumpkin. Here too, we reduce the amount of animal protein and thus the level of saturated fats, without compromising on taste, texture or nutritional value. The plant-based additions ensure a rich and juicy flavour experience. 

“We already launched three types of enriched sausages containing 38% vegetables for the BBQ season. Today we are starting with a new range of plant-enriched meat for customers who consciously want to reduce their meat consumption. The range was developed and produced internally thanks to collaboration between our different departments. We are therefore very proud that with this tasty range of combined proteins we can help our customers more easily move towards a more sustainable consumption pattern,” says Pascal Dekelver, Meat Division Manager at Colruyt Lowest Prices. 

Making conscious choices 

With the launch of the plant-enriched meat range, Colruyt Group wants to give flexitarians and consumers who consciously want to eat less meat the opportunity to make more mindful choices, without sacrificing taste or quality. Plant-enriched meat offers a balance between tradition and innovation, with better nutritional value and a smaller ecological impact.  It is a good intermediate step for consumers who want to eat more plant-based food or simply want to try something new, while also being mindful of health and the environment. For some consumers, vegetarian alternatives are still perceived as being ‘too far removed’ from a real meat experience. 

The plant-enriched minced meat will be available from 11 September at the butcher’s counters in Colruyt Lowest Prices and Okay stores at the lowest price. The enriched sausages and hamburgers will be on the shelves of Colruyt Lowest Prices from 1 October. 

Caring for our planet 

Colruyt Group has deliberately chosen to offer a range of plant-enriched meat at the butcher’s counters in Colruyt Lowest Prices and Okay. “Our goal is to offer 60% proteins from plant sources and 40% from animal sources by 2028. With this we want to contribute to the protein shift and to Colruyt Group’s Green Deal commitment. We want to reduce the ecological footprint of food by encouraging our customers to gradually consume fewer animal proteins and more often opt for plant-based alternatives, the production of which has a lower environmental impact,” adds Pascal Dekelver.  In this way, together we contribute step by step to better health and a better environment.