Vkusville will launch plant-based meat under its own brand

As part of the partnership, Partner-M will produce three types of “meat”: imitation chicken, beef and tuna. To create meat alternatives, they will use soy and wheat protein (for chicken and beef) and pea protein (for tuna). It is not announced when the products will appear in Vkusvilla stores.

According to a representative of the chain, the launch of the line is due to the growing demand for plant-based meat alternatives. In 2024, turnover in the vegan frozen food segment at Vkusville increased by 20% year-on-year. Peak sales traditionally occur during Lent.

Infoline Analytics CEO Mikhail Burmistrov noted that Vkusville’s customers include many vegetarians and vegans. He considered that strengthening the retailer’s position in the plant-based products niche is a logical step.

According to the Association of Manufacturers of Alternative Food Products, 200 tons of plant-based products, including plant-based milk, were produced in Russia between January and October 2024. This is 22% more than in the same period last year. However, according to Nielsen, sales of plant-based meat in stores during the same period decreased: by 11% in volume terms and by 7% in monetary terms.

According to the director of APAPP, Artem Ponomarev, the increase in demand for analogous meat products of plant origin is associated with the increase in the price of traditional raw materials and the desire of consumers to enrich their diet with proteins. Since the beginning of 2024, beef sales prices have increased by 22%, reaching 700 rubles per kilogram, the highest since 2021.

In 2022, Azbuka Vkusa announced the launch of plant-based meat production under the Eat no meat brand. There are currently no products of this brand on the retail chain’s website.