Mane is launching a new range of organic marinades compatible with the new EU organic regulation 2018/848. The announcement comes at a time wher organic products have a growing market positioning in Europe.

“The organic meat market is becoming more and more mature,” says Fanny Dézert, business development manager EMEA at Mane. 

“Consumers that are now used to buying organic meat products are now searching for diversity in the organic meat section, and that is wher our organic compliant marinades can play their part,” Dézert explains.

Surfing the organic wave
Within the meat segment, specifically, organic products are booming. 

Between 2015 and 2019, launches of organic meat products increased on average by 6 percent per year, according to data from Innova Market Insights. Over the same period, launches in the overall meat segment only increased by 1 percent on average per year. 

In France, Germany and the UK, Mane found that organic meat appeals to at least 70 percent of consumers. In France, meat is also an organic product with the highest growth potential. 

Therefore, Mane sees organic compliant marinades as an essential product for it to be able to surf the organic wave and gain competitive advantage.

Upcoming EU regulation on organic products
Mane’s flavorists have decided to use only organic-certified ingredients to give flavor to its organic compliant marinades to already be in line with the EU organic regulation 2018/848.

“We are building this range little by little and want to offer organic compliant marinades to our European customers that will not require reformulation,” states Olivier Katona, head of Mane’s meat center of excellence in Noisiel. 

“We are also putting in place various processes to be able to integrate more organic materials in our marinades’ formulas, keeping in mind the end consumer’s need for great flavor,” he adds.

Mane’s organic compliant marinades are being formulated using its integrated sourcing capabilities to guarantee the best quality materials, full traceability for each component of the marinade, suitability with the upcoming EU regulation and “extraordinary” ingredients, the company asserts. 

Mane is creating a range of exclusive marinades in various classic and ethnic flavors that are available in dry format.

The marinades are then blended and certified organic in Mane’s organic-certified production plant in France in Sablé-Sur-Sarthe.

According to the company, Mane’s organic compliant marinades provide a “unique taste experience” and allow reformulations to begin.