De Vegetarische Slager (The Vegetarian Butcher) plant-based meat alternatives

De Vegetarische Slager, known internationally as The Vegetarian Butcher, was founded in the Netherlands in 2010 by Jaap Korteweg, a ninth-generation farmer. The brand was established with the goal of creating plant-based products that replicate the taste and texture of traditional meat, targeting meat-lovers who want to reduce their environmental impact without sacrificing culinary experiences.

Since its acquisition in late 2018, the brand has expanded significantly under the global umbrella of Unilever. While its roots and primary innovation center remain in the Netherlands, the manufacturing of its wide range of products—including plant-based burgers, nuggets, and mince—is distributed across various facilities to meet international demand.

As of 2024 and looking toward 2026, Unilever continues to use the brand as a cornerstone of its sustainable food strategy. The brand's presence has grown from a single shop in The Hague to a global name found in retail stores and through major partnerships with international fast-food chains.