Europe’s supermarkets are fast rewriting the recipe for the dinner plate. This summer, Belgium’s retail giant Colruyt Group rolled out blended beef mince—60% beef, 40% fava bean flour—marking its boldest step yet toward a future where meat and plants share the stage.
It’s part of a wider trend. Across the continent, grocers from Lidl to Albert Heijn are experimenting with burgers, sausages, and mince that mix traditional meat with plant proteins.
The goal? Nudge consumers toward sustainable diets without asking them to give up the foods they love.
At Colruyt, the message is clear. By 2028, the chain aims to flip the protein ratio: 60% plant-based, 40% animal.
“This is a good intermediate step for consumers who want to eat more plant-based food or simply want to try something new,” said Pascal Dekelver, head of Colruyt’s meat division.
The strategy carries symbolism as well as substance. Placing blended beef in the butcher’s counter—home turf of traditional meat—signals that hybrids aren’t niche experiments. They’re mainstream, ready for backyard barbecues and family meals alike.
Competitors are racing, too. Lidl reports that one in three packs of mince it now sells in Belgium is blended, with hybrid burgers also claiming a quarter of sales.
The discounter estimates nearly 190 kilograms of carbon emissions saved per store, per week. Its executives say the trick has been visibility—putting the products where shoppers can’t miss them.
Albert Heijn has taken a parallel path in the Netherlands, with a “Swapburger” and 15 blended protein products on shelves, while Aldi has launched plant-mixed beef lines.
Even institutional kitchens are joining in: German caterer Speisemanufaktur Adlershof recently introduced dishes with koji protein from Berlin startup Nosh.bio.
Industry insiders see irony in the shift: meat’s dominance at the butcher’s counter is now being chipped away by… more meat, just mixed differently.
But the foreshadowing is unmistakable. What starts as a sprinkle of fava beans or pumpkin could snowball into a new standard for European diets.
For now, supermarkets are betting that blended proteins can satisfy both taste buds and climate goals. The steak may no longer be what it seems—but the future of food rarely is.
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Is deli turkey a good option for muscle building, or should I focus more on fresh meats?
Thanks for breaking this down. I’m on a high-protein diet and had no idea deli turkey could be such an easy way to hit my protein goals.
Deli turkey has been my go-to for meal prepping. I usually pair it with avocado and whole-grain bread for a balanced lunch. This article gave me new insights, especially about its selenium content. I didn’t know it could potentially reduce cancer risks.
Great article! I always wondered about the protein content in deli turkey. It’s great to know that it can be a convenient source of protein. I’ll definitely pay more attention to the labels next time I’m shopping. Thanks for the insights.
This answered a question I didn’t even realize I had. I’ve been eating deli turkey for months, and now I know I wasn’t getting as much protein as I thought. Thanks for breaking it down.