De Vegetarische Slager Little Willies

De Vegetarische Slager (The Vegetarian Butcher) is a pioneering Dutch brand specialized in creating high-quality meat substitutes intended to satisfy the cravings of meat lovers. The product 'Little Willies' is a plant-based cocktail sausage typically made from soy, designed to replicate the texture and flavor of traditional meat cocktails.

Founded by Jaap Korteweg, a ninth-generation farmer, the brand launched its first store in The Hague in 2010. Its rapid success led to international expansion and widespread availability in supermarkets across Europe and beyond. The brand focuses on 'giving the meat lover everything they want except the animal,' using innovative plant protein technologies.

In December 2018, the brand was acquired by the multinational consumer goods giant Unilever. This acquisition allowed the brand to scale its production and distribution globally, leveraging Unilever's extensive supply chain. Today, while it operates as a subsidiary of Unilever, it continues to maintain its Dutch identity and focus on sustainability.