More sustainability thanks to hybrid ‘meat’?

Half beef, half beetroot: do hybrid products offer sacrifice without sacrifice?

Launch von Hybridfleisch

Albert Heijn has introduced 15 new hybrid products, such as burgers, sausage or salami, milk - which consist of animal and plant ingredients.

Why do I find this segment so promising?

Because it serves the three most important food purchasing motives:

👉 Taste: According to Albert Heijn, the products taste at least as good as classic meat, sometimes even better.

👉 Price: The hybrid meat is not more expensive, but is offered at the same price as animal meat.

👉 Health: The products contain less fat and salt than animal meat, but more fiber.

...and in addition, the products are also more ecologically sound: if half of our meat consumption were replaced by plant-based components, agricultural emissions could be reduced by over 30%.

Sounds convincing, doesn't it?

The outlook is also optimistic:

👉 Acceptance: Studies show that meat mixtures with 25–50% plant content are well accepted by European consumers.

👉 Market growth: Forecasts expect annual growth of over 36% – to around 674 million US dollars worldwide by 2028.

My conclusion:

Hybrid products could be a useful bridge – for a more sustainable diet that does not want to forego good taste.

From a design perspective, however, I would like to see more of a desire for enjoyment on the packaging – currently it seems more sensible than seductive.

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#integritydesignhamburg #brandtransformation #BrandStrategy #PackagingDesign #sustainability

LinkedIn Post: July 6th, 2025 by Katja Wagner