De Vegetarische Slager plant-based meat substitutes

De Vegetarische Slager (The Vegetarian Butcher) was founded in 2010 by Jaap Korteweg, a ninth-generation farmer and meat lover who wanted to recreate the experience of eating meat without the animal. Based in Utrecht, the Netherlands, the brand quickly became a pioneer in the plant-based food revolution, focusing on hyper-realistic textures and flavors for products like 'chicken' chunks, burgers, and sausages.

In December 2018, the brand was acquired by the multinational Unilever to accelerate its global expansion. Since then, the brand has scaled significantly, providing plant-based options to major fast-food chains like Burger King across dozens of countries. While its roots and primary innovation center remain in the Netherlands, manufacturing has expanded to meet international demand through Unilever's global supply chain network.