Rügenwalder Mühle currently sells more vegetables than meat

Updated: 05/03/2022 – 20:38

Vegetarian Segment Growth
Rügenwalder Mühle: sale of vegetarian products for the first time before meat products

Focus on growth: Last year, for the first time, Rügenwalder Mühle sold more vegan and vegetarian food than meat products.

Photo: Shutterstock/Alex Buess

Focus on growth: Last year, for the first time, Rügenwalder Mühle sold more vegan and vegetarian food than meat products.

During the presentation of the results for the past financial year on Monday, Rügenwalder Mühle also provided information on the sales of its meat-free products. In 2021, these overtook Wurst and Co. for the first time.

On Monday, the Rügenwalder Mühle gave an overview of turnover and sales for the past year. The family business was satisfied with an increase of 13 percent. By focusing on meat substitutes, the Ammerlanders were able to score again in 2021: For the first time, Rügenwalder Mühle sold more vegetarian products than meat products.

The Rügenwalder Mühle sells vegetables before meat products

“We are happy to continue our growth, particularly in the field of meat substitutes. Now is the time to further expand the capabilities and head to the next destinations,” said Michael Hähnel, Managing Director of Rügenwalder Mühle. As early as 2014, the company extended its range to meat substitutes and is considered a pioneer and market leader in this segment.

In 2021, Rügenwalder Mühle increased its sales of vegetarian and vegan food by 41.6% and is therefore even above the overall market, which grew by 33.2% compared to the last year. However, the manufacturer had to make losses with its meat products, with sales down 1.9%. However, Rügenwalder is also above the overall market here (-3.9%).

The soy for the Rügenwalder Mühle comes from Germany

The Rügenwalder Mühle already grows its own soy in Germany and therefore focuses on shorter transport routes. The producer’s vegan minced meat, for example, is already made entirely from German-grown soybeans. It is the company’s response to Hähnel’s forecast that the vegetable boom may soon be over due to a lack of raw materials. The CEO expects interest in meat alternatives to continue to grow and cites conscious and sustainable consumption and concern for animal welfare as reasons. It is now a question of “staying the course in the face of current challenges in the raw materials and energy sectors and convincing consumers despite inflation and rising prices”.

In July last year, the family business announced that it would aim for climate-neutral production by 2025. In order to remain attractive to consumers, it also regularly develops new products. Only recently has it informed about innovations such as a vegan bratwurst or vegan ground pork.

Already known? In 2020, the production of meat substitutes increased by a third compared to the previous year in Germany.


Sources: ruegenwalder.de, faz.net, topagrar.com

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