My Vay Vegan Schnitzel

My Vay is a private label brand exclusively developed and owned by ALDI. Launched in early 2024, the brand was introduced to consolidate ALDI's extensive plant-based offerings under a single, recognizable identity. It focuses on providing affordable vegan alternatives to meat, dairy, and fish, catering to the growing demographic of vegans, vegetarians, and flexitarians across Europe.

While the brand originated in Germany as part of ALDI's 'Veganuary' initiative, it has since been rolled out to other markets, including the Netherlands. The manufacturing of My Vay products typically involves various third-party suppliers across Europe, depending on the specific product type. For instance, some specialized mycoprotein items are produced in partnership with European biomanufacturing firms like Planetary, ensuring that the supply chain leverages local expertise in plant-based food technology.