FelsineoVeg: Custom & Innovation Gasoline Success of Plant-Based mostly Deli Slices Made in Bologna – vegconomist


FelsineoVeg is an Italian producer of plant-based deli slices, lardons, and burgers. The corporate began life as a brand new enterprise of the Felsineo Group — a Historic Model of Nationwide Curiosity from Bologna, specializing in producing mortadella since 1963 — that launched a plant-based deli model known as Veghiamo in 2017.

“It’s an undeniable fact that the variety of shoppers selecting vegetarian and vegan merchandise is rising,” stated Andrea Raimondi, Felsineo’s president, on the time of the launch of the brand new model six years in the past.

Immense success

In 2022, FelsineoVeg’s Veghiamo rebranded to Good&Inexperienced with a various portfolio providing NPDs similar to lardons, deli entire cuts, and alt meat, in addition to its deli slices vary. 

Good&Green lardons
© FelsineoVeg

Just lately, Good&Inexperienced launched a brand new tuna-flavoured deli slice to its 100% vegan line — MOPUR Al Gusto Di Tonno, reported IndexFoodThe brand new product was showcased at Marca by BolognaFiere 2023, together with its vegetable lardons line (cubetti vegetali), which launched in 2022 as a part of the corporate’s rebrand and portfolio enlargement.

“Our plant-based sliced meats have seen immense success within the large-scale retail channel, with 36% p.c progress following the launches in 2021, virtually double the trade common of 20 p.c. In simply six years, the plant-based line has collected gross sales of €5 million, a testomony to its success,” stated FelsineoVeg’s Gross sales & Advertising and marketing Director Arnaud Girard in a radio interview at DM.

Multi channel

The model sells Good&Inexperienced by way of large-scale retail, DTC, and e-commerce. In accordance with FelisneoVeg, since its merchandise are gaining traction with managers, restaurateurs, and different trade professionals, it has plans to provoke collaborations to discover the alternatives round plant-based choices and thus design and promote new dishes.

“We have to work with folks to make sure they perceive the advantages of our product,” Girard instructed DM.

Apart from its presence throughout Italy, it has expanded internationally to Scandinavia, Spain, Germany, and France. Girard defined that its exports symbolize 15-20% of the overall quantity, including that the corporate has created an e-commerce unique for B2B gross sales in France. 

felsineoveg's bacon lardons
© FelsineoVeg


The model, which targets vegans and flexitarians alike, crafts its plant-based chilly cuts utilizing a patented recipe named MOPUR®, based mostly on natural flours, legumes, sourdough, pure fermentation, and scorching water cooking. This technique preserves the integrity of the pure components, brings out their “fascinating” flavours and aromas, and achieves a “distinctive” meat texture fascinating for the slices.

“Our success is probably going because of the components and dietary profile of our merchandise, such because the 30 p.c “inexperienced” protein and little or no fats, which appeals to flexitarians who restrict the quantity of animal protein of their weight loss plan however don’t utterly eradicate it,” Girard added.

felsineoveg's plant-based deli slices
© FelsineoVeg

Custom and innovation

FelsineoVeg’s merchandise have excessive protein content material, are nutritionally balanced, and provide decrease fats content material than typical meat slices with out sacrificing the flavour of conventional deli slices. Its product vary encompasses: 

  • Good&Inexperienced plant-based deli slices:  Natural — lupins, fairtrade pepper and traditional. And  Gourmand — cured ham, salmon, roasted rooster, pepperoni, smoked ham, carpaccio, turkey, truffle, and the brand new tuna flavour.
  • Good&Inexperienced vegetable lardons: Bacon, roasted rooster, smoked bacon, and salmon.
  • Complete lower: Practical meals service codecs of 2kg and 4kg, Ø10cm plant-based deli cylinders for HORECA and common shoppers.
  • Alt Meat: Two sorts of burgers — Delicato, Saporito, Speziato. Two breaded filet flavors — Dorate and Al Lupino.  

The Group locations sustainability as the premise of its technique, integrating environmental, social, and financial elements, says the corporate. For its Good&Inexperienced merchandise, it invested in a brand new packaging design with 80% much less plastic. In step with its dedication to sustainability, FelsineoVeg acquired Profit Firm standing in 2021.

“We’re a stable firm with over 50 years of expertise gained over 4 generations, day by day using our ardour and experience. All the time cautious to mix custom and innovation, we authentically reply to new consumption tendencies that favor a balanced weight loss plan,” states FelisneoVeg.



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