The products will, Vion says, offer the taste, texture and eating experience of traditional meat and that ME-AT is therefore broadening the definition of meat, and focusing on the growing target group of future customers: flexitarians.

The products are said to be ideal for a broad group of flexitarians, vegetarians and vegans. ME-AT’s vision for the future, Vion says, is wide open, so it will include introduce product improvements and innovations in the terms of raw materials, packaging and textures. With the new start-up, Vion says it is focusing on products that are meat-like in their flavour and appearance

According to Vion, it is in a position to build a sustainable supply chain that is transparent and traceable from the farm to the plate. With this project, the company says it is exploiting its knowledge and expertise to take the next step in providing the world with alternative sources of protein within the area for which it is responsible.
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