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

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 born out of a desire to create plant-based products that replicate the taste, texture, and experience of traditional meat, targeting meat-lovers who want to reduce their environmental impact without sacrificing flavor.

Following its rapid growth and success in the Dutch market, the brand was acquired by the British-Dutch multinational Unilever in late 2018. This acquisition allowed the brand to scale globally, significantly expanding its presence across Europe, Asia, and other international markets.

Manufacturing takes place in various locations to support its global supply chain, including dedicated facilities in the Netherlands and partnerships with third-party manufacturers worldwide. Today, the brand remains a flagship in Unilever's plant-based portfolio, continuing to innovate in the meat-alternative category.