Dutch Brands Agree to Make Half of the Recipes on Food Packaging Meatless

Dutch animal rights group Wakker Dier successfully campaigned for seven CPG brands in the Netherlands to make at least 50% of the recipes on their food packaging vegan or vegetarian. This move aims to reduce meat overconsumption by highlighting plant-based options and inspiring consumers to choose meatless dishes. Currently, over 80% of all recipes on food packaging recommend meat or fish, leading to excessive meat consumption among the Dutch population.

In response to Wakker Dier's campaign, brands like Conimex, Fairtrade Original, Jumbo, Knorr, Koh Tai, Patak’s, and Plus have agreed to increase the visibility of plant-based and vegetarian options on their packaging. The goal is to have an even split between meat and meatless recipes by 2025 or 2026. This initiative aligns with the organization's broader goal of making 60% of proteins sold in the country plant-based by 2030, endorsed by supermarkets, caterers, and the Dutch government.