FelsineoVeg is a plant-based deli slice, lordon and The burger company began life as a new venture of the Felsinio Group – a historic brand of national interest from Bologna, specializing in the production of mortadella since 1963 – which in 2017 launched a plant-based deli brand called Veghiamo.
“It is an indisputable fact that the number of consumers choosing vegetarian and vegan products is increasing,” said Andrea Raimondi, president of Felcineo, at the launch of the new brand six years ago.
Huge success
In 2022, FelsineoVeg’s Veghiamo rebranded to Good & Green with a diversified portfolio, offering NPDs such as lardons, deli whole cuts and alt meats in addition to its deli slices range.
Recently, Good & Green introduced a new tuna-flavored deli slice to its 100% vegan line — Mopur al Gusto di Tono, reports IndexFood. The new product was showcased at BolognaFiere 2023 at Marca, along with its Vegetable Lord’s line (Cubetti Vegetali), launched in 2022 as part of the company’s rebrand and portfolio expansion.
“Our plant-based sliced meats have seen tremendous success in the large-scale retail channel, with 36% percent growth after launch in 2021, nearly double the industry average of 20 percent. In just six years, the plant-based line has generated sales savings of €5 million, a testament to its success,” Arnaud Girard, sales and marketing director at Felsinoveg, said in a radio interview on DM.
Multi channel
The brand sells Good & Green through mass retail, DTC and e-commerce. According to FelisneoVeg, as its products gain traction with managers, restaurateurs and other industry professionals, it plans to explore opportunities around plant-based offerings and thus initiate collaborations to design and promote new dishes.
“WWe need to work with them to make sure they understand the benefits of our product,” Girard told DM.
In addition to its presence throughout Italy, it has expanded internationally to Scandinavia, Spain, Germany and France. Girard explained that its exports represent 15-20% of total volume, adding that the company has created an e-commerce monopoly for B2B sales in France.
Mapura
The brand, which targets vegetarians and vegans alike, makes plant-based cold cuts using a patented recipe called MOPUR® based on organic flour, lemons, sourdough, natural fermentation and hot water cooking. This method preserves the integrity of the natural ingredients, brings out their “impressive” flavors and aromas, and achieves a “unique” meat texture desirable for slices.
“Our success is probably due to the ingredients and nutritional profile of our products, such as 30 percent “green” protein and very low fat, which appeals to flexible people who limit the amount of animal protein in their diet but do not completely eliminate it. “Girard added.
Tradition and innovation
FelsineoVeg’s products have a high protein content, are nutritionally balanced, and offer a lower fat content than conventional meat slices without sacrificing the taste of a traditional deli slice. Its product range includes:
- Good and green plant-based deli slices: Organic — Lupine, Fairtrade Pepper and Classic. And foodie — Cured ham, salmon, roasted chicken, pepperoni, smoked ham, carpaccio, turkey, Truffle, and new tuna flavors.
- Lardons of good and green vegetables: bacon, roasted chicken, smoked bacon and salmon.
- Full cut: pPractical food service format of 2kg and 4kg, Ø10cm plant-based deli cylinders for HORECA and regular customers.
- Alt Meat: Two types of burgers — delicate, savory, spicy. Two breaded filet flavors – dorate and al lupino.
The group places sustainability as the cornerstone of its strategy, integrating environmental, social and economic aspects, the company said. For its good and green products, it has invested in a new packaging design with 80% less plastic In line with its commitment to sustainability, FelsineoVeg has achieved Benefit Company status in 2021.
“We are a strong company with more than 50 years of experience gained over four generations, employing our passion and expertise every day. Always alert to combine tradition and innovation, we authentically respond to new consumption trends that prefer a balanced diet,” says Felisnioveg.