“Magnet” announced its intention to grow its own “meat”

“We’re really thinking about creating our own plant-based ‘meat’ production. Again, not because it is fashionable, but because we see in this the possibilities of tomorrow, which today are already beginning to manifest themselves in some way in the minds of consumers and demand, ”Interfax quotes him.

The announcement comes just four days after Azbuka Vkusa announced plans to produce chicken and beef meat from pea protein under its own brand, Eat no meat, in kitchen factories in Moscow.

According to Ismailov himself, “it is clear that the low base”, that is, the mass consumer, the main audience of the network, is not very familiar with this niche product. And it will be necessary to increase the recognition of such products among customers.

At the same time, the representative of Magnit assures that it is not a question of fashion, but of economic feasibility. And he gives the corresponding figures.

So, for example, even though a retailer orders only five types of plant-based meat from their partners, their sales are growing 7% to 10% month over month.

Incidentally, Magnit receives plant-based meat from Efko, which in July made the first deliveries of plant-based meat alternatives to retail chains in the United Arab Emirates (UAE).

At the same time, Magnit (which currently manages more than 26 thousand points of sale) has all the possibilities for its own production.

The company already owns 4 companies in the field of agriculture (production of lettuce, cucumber, tomato, potato, mushroom, etc.) and 13 in the field of food production (cereals, pasta, syrups, spices, confectionery, etc. .).

According to the results of the first two quarters of 2022, the share of Magnit’s own brands exceeded 20% (that is, one in five products in the store is “theirs”).

Also, against the background of these news (including news about the purchase of Greenhouse greenhouses), the retailer’s shares rose significantly in price at the end of the summer.