Italian Meat Boss Admits Veganism Is Growing As He Launches Plant Based Line

Less people are buying the traditional meat product
The company promises 'love at first slice'

A major Italian deli meat producer has launched a line of six vegan options - to combat its falling sales and tap into the growing vegan market.

The company, which sells a type of cold cut called Mortadella, has seen its fortunes decline as people have stopped buying its product.

Vegan. Fact.

According to Felsineo president Andrea Raimondi: "It is an incontrovertible fact that the number of people opting for vegetarian and vegan goods is increasing.

"This is not a passing fashion, but new eating habits, well positioned under the umbrella of health and well being."

The vegan products

'Meat'

The new plant-based line - called Veghiamo - contains 'sliced meat'-style products made from organic ingredients.

They have been designed to be similar to traditional varieties, and include flavors like smoked, and black pepper. They are made from wheat, lupine, and chickpeas.

The products, which have been available in one chain of stores since October, are set to expand to more outlets - including foreign retailers.

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Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself. 

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PBN Contributor:

Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.

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