Jumbo Supermarkets Pursues Hybrid Meat Products Amidst Plant-Based Protein Goals

Dutch supermarket chain Jumbo is strategically investing in hybrid meat products as part of its broader effort to increase the proportion of plant-based proteins in its sales. While the company’s share of plant-based protein sales remained steady at 44.2% in 2025, falling short of its 50% target, Jumbo remains committed to its 2030 goal of reaching 60% plant-based protein sales.

Hybrid Products as a Key Strategy

Jumbo is focusing on hybrid meat products – those blending plant-based ingredients with conventional meat – as a key component of its protein transition strategy. This approach aims to appeal to a wider consumer base by offering familiar tastes and textures while reducing the environmental impact associated with traditional meat consumption.

Insights from Eiwit Congres 2026

Marjolein Verkerk, Manager of MVO (Corporate Social Responsibility) at Jumbo Supermarkten, discussed the company’s approach during the Eiwit Congres 2026. The discussion centered on how Jumbo is leveraging shelf placement, promotional activities, and product positioning to encourage consumers to choose plant-based options and understand how these choices impact customer behavior. Eiwit Congres 2026

Company Goals and Leadership

Jumbo’s commitment to increasing plant-based protein sales is being driven by leadership including Marjolein Verkerk and Menno Wigtman, Unit Manager AGF & Proteïne at Jumbo Supermarkten. Marjolein Verkerk’s LinkedIn profile details her role as Head of Communication/Corporate Affairs & MVO at Jumbo.

Challenges and Future Outlook

Despite the steady plant-based protein sales in 2025, Jumbo acknowledges the need to address factors hindering repeat purchases. The company is exploring how enhancing the taste and overall appeal of plant-based and hybrid products can drive increased consumer adoption. Further insights into these strategies were shared at the Eiwit Congres 2026. Jumbo’s focus on hybrid products