Company Website
https://www.unilever.com.cn/brands/nutrition/the-vegetarian-butcher/
Company Introduction
The Vegetarian Butcher is a plant-based brand originating from the Netherlands, founded by Mr. Jaap Korteweg in 2010. In 2018, it officially became a part of Unilever. The brand's mission is to become a plant-based gourmet, and its slogan is "Sacrifice Nothing" – meaning not compromising on taste, health, and also not compromising on environmental and animal protection.
Product concept, highlights and added value
The Vegetarian Butcher's plant-based meat sauce series is targeted towards both the vegetarian community and enthusiasts of punk health. It also caters to the current trend of convenient home-cooked meals, introducing ready-to-eat compound-flavored plant-based meat sauce for mixing with noodles or rice. The product features a unique shape pouch design to make it more visually appealing. In terms of flavors, we have chosen the popular Chinese style, with the preserved mustard greens flavor being particularly well-received in the Jiangsu, Zhejiang, and Shanghai regions. Additionally, each pack of Southern Preserved Mustard Greens plant-based meat sauce contains 9 grams of protein, surpassing the protein content of 100 grams of milk. It also includes 5.3 grams of dietary fiber, making it both delicious and healthy. The alluring color stimulates the appetite, making it convenient and easy to use, whether mixed directly with noodles or rice or used as a seasoning for stir-frying.
Product Images
Please briefly describe how your product communicates with consumers
The Vegetarian Butcher's Plant-Based Meat Sauce utilizes distinctive pouch packaging and authentic images of the dish to capture consumers' interest. Additionally, we have included usage instructions on the packaging, providing consumers with a simple guide for easy home preparation. For distribution, we have chosen Douyin (TikTok), utilizing short video content to showcase creative and versatile ways to enjoy the product through product seeding and live streaming. This approach allows consumers to gain a better understanding of the product. In offline activities, we participate in food and vegetarian markets, engaging directly with consumers to communicate the unique features of the product.
Product Images
Ingredients List Photograph
Launch Date
2023-9
Target Consumer
Vegetarian, Flexitariian
Weight/Volume per Pack
100g
Price per Item
12.9元/包
Storage requirements
常温储存（Normal Temperature Preservation）
Marketing Area
China Mainland
Distribution Channels
电商 E-commerce; 小型商超和便利店 Supermarket & CVS