My Vay Vegan Cold Cuts - Cucumber

My Vay is a private label brand belonging to the Aldi Süd group, a major discount supermarket chain. This specific product, 'Veganer Aufschnitt Gurke', is part of Aldi's strategic rollout of its unified plant-based brand, My Vay, which replaced previous separate vegan labels across their stores in late 2023.

The product is manufactured in Germany for the domestic market. My Vay serves as the central umbrella brand for all vegan and plant-based products within Aldi Süd, providing a wide variety of alternatives from meat substitutes to dairy-free milks. Ownership rests with the Albrecht family through the Aldi Süd retail group, headquartered in Mülheim an der Ruhr.