PHW Group introduces new plant-based food brand
100% contemporary enjoyment based on valuable plant protein - that's what the new range from Green Legend stands for. From October 1st, the PHW Group will be offering five vegan sausage products and six plant-based alternatives to meat and fish for the fresh sector. The family company from Lower Saxony wants to specifically address flexitarians who consciously choose plant-based alternatives instead of meat or fish from time to time. And taste is the decisive criterion. “Our new Green Legend products create a taste experience that comes very close to the original. All correspond to the latest generation of plant-based products. We position ourselves as a provider of high-quality protein products. Our credo has always been 'growth through diversity'. In addition to a range of poultry specialties, we have also been offering our own vegan products since 2015, which are now ideally complemented by the new plant-based products," says Marcus Keitzer, PHW board member for alternative protein sources. The approach of the PHW Group in the business field of alternative protein sources is based on four pillars. The first pillar is our own vegan products, which now include the Green Legend range. The second pillar is based on sales partnerships. In addition, the PHW Group invests in strategic holdings. The fourth pillar includes the establishment of the Green Meadows joint venture between LiveKindly and the PHW Group.
11 green protagonists
Pleasure for many occasions and tastes: With five vegan sausage types made from plant protein - Vegan Poultry Mortadella, Vegan Poultry Mortadella peppers, Vegan Poultry Salami, Vegan Poultry Fleischwurst, Vegan Poultry Wiener – Green Legend will provide strong impetus on the sausage shelf with its eye-catching color design packaging, which consists of over 70% renewable raw materials. There will be six plant-based products in the fresh sector, including two alternatives to fish: Vegan Meat Mini Meatballs, Vegan chicken mini schnitzel, Vegan Chicken Batter Nuggets, Vegan Chicken Sticks, Vegan Fish rod and Vegan Fish Batter Nuggets. The packaging tray for the fresh products consists of 70% recyclate and the display box is 100% recyclable.
Full enjoyment based on valuable plant protein
The special thing about Green Legend: Each product is 100% free of animal ingredients - i.e. no eggs and no milk and no milk sugar (lactose). The Green Legend products are purely herbal pleasure, but with the full taste of the original meat. In addition, unlike many other meat substitutes on the market, the vegan products do not contain any added soy, flavor enhancers, palm fat or coconut oil. Instead, the main ingredients are traditional field crops such as peas, broad beans, corn and wheat. The target group of the new products are in particular the flexitarians. "The motto of our range is: enjoy without meat - tastes legendary. A desire that more and more consumers have. Around 42 million people in Germany are flexitarians. There are many reasons why alternative products are used. But one thing is certain: the overall market for meat substitute products is booming. In the first half of 1, sales increased by 2020% compared to the same period last year– we still see a lot of potential in this market segment,” explains Dr. Ingo Stryck, Marketing Director at WIESENHOF. In addition, the alternative products are in no way inferior to their originals in terms of usability: the new creations are equally suitable for classic and creative cuisine.
Green power on all channels - even in the stadium
The launch of the Green Legend products will be supported in an attention-grabbing manner: A new video campaign will start in week 45. The centerpiece is a 27-second spot with the message: 100% contemporary enjoyment based on valuable plant protein. This is played digitally in social media at the same time in order to generate the necessary reach, especially in the young target group. In addition, cooperation with influencers has been decided. At the same time, there will be eye-catching special displays and flyer advertisements with competitions at the point of sale. A large-scale, special campaign is planned for the launch with sponsoring partner Werder Bremen.
