Italian meat giant Amadori Group has acquired Bologna-based plant-based protein player Unconventional, becoming the country’s third-largest vegan brand. The acquisition marks an important move for Amadori to tap into the growing plant-based market in Italy, driven by health concerns and consumer interest in animal-free products. Unconventional offers a range of soy-based meat alternatives and is now part of Amadori's strategy to diversify its protein portfolio and strengthen its position in the market.

Italy’s plant-based sector has been experiencing significant growth, with sales of plant-based products increasing by 3.8% last year. The popularity of plant-based foods is driven by the desire to diversify diets, increase plant protein intake, and experiment with new flavors and ingredients. Additionally, sustainability considerations play a role, with many consumers choosing plant-based products for their health benefits, low environmental impact, and the potential to boost self-sufficiency in the food industry.