For the first time in the company's 65-year history, NPM portfolio company HAK is launching a line of products that can be found in the refrigerated foods section – and not the preserved foods section. With the introduction of an all-Dutch bean burger, spicy lentil burger and black bean sausage, the canned vegetables manufacturer is taking an important step in promoting a more plant-based diet.
The new products with HAK beans and vegetables have been developed in collaboration with Dutch top chef Herman den Blijker and Schouten Europe, producer of vegetarian products and meat substitutes. The bean burgers and bean sausage tie in perfectly with current food trends: healthy, plant-based foods with no unnecessary additives for a meatless day’s meal.
Beans are essential in a more veggie-based diet
For canned vegetables manufacturer HAK, the introduction of the vegetarian line marks the first step from the preserved foods section to the refrigerated foods section. Nicole Freid, Director Marketing & Innovation at HAK: ‘People in the Netherlands are eating more legumes and adding them to dishes more often, but we are still lagging behind Southern Europe in this respect. This is mainly due to the fact that Dutch consumers don’t exactly know how to make delicious meals with beans. We want to change that. Our bean burgers and sausage provide an easy and delicious way to include beans in your diet more often. In addition, we will also be inspiring consumers to cook with beans. On the inside of the packaging they can find tasty recipes where bean burgers take centre stage.’
HAK saw its sales of legumes soar for the third year in a row, with a 14% increase in turnover in the past 12 months. These figures can in part be attributed to the successful ‘Bonen erbij’ (Just Add Beans) media campaign with top chef Herman den Blijker, and various innovations such as the introduction of the popular ‘stand-up pouch’ with a variety of beans and bean meals. Now HAK is expanding its successful range with three new bean products: The Hollandse Bonenburger (Dutch Bean Burger), Pittige Linzenburger (Spicy Lentil Burger) and Zwarte Bonenworst (Black Bean Sausage). They are sold in packs of two (2x100 grams), with a recommended retail price of EUR 2.99. These 100% plant-based and vegetarian products have a shelf life of 16 days and will be available at supermarket chain Jumbo from 15 May 2017.
HAK is taking an important step in promoting a more plant-based diet. With the introduction of the all-Dutch Bean Burger, the Spicy Lentil Burger and the Black Bean Sausage, the canned vegetables and legumes manufacturer aims to make eating beans tastier and even easier for consumers. The 100% plant-based and vegetarian products will be available from 15 May 2017 in the vegetarian refrigerated section of Jumbo supermarkets nationwide.
