Unilever has established a pioneering partnership with the European Vegetarian Union (EVU) which will see around 500 products printed with the EVU’s well-known V-label on pack. This is the first time such a large collection of brands will be covered by the EVU’s scheme.
Catering for the rising trend in flexitarian and vegetarian eating, the partnership will enable the company to offer its consumers a trusted, European-wide vegetarian standard for its food brands. The uniform labelling means it will be easier and quicker for consumers across the continent to identify which of their much loved Unilever brands are suitable for plant-based diets.
In the UK, household brands such as Hellmann’s, Flora and Knorr will see the EVU’s V-label printed on packs, showcasing these brands as suitable for vegetarians. In fact, Flora, has been tapping into the growing demand for plant-based eating with its ‘Powered by Plants’ initiative since the start of this year. Aimed at educating families on where their food comes from, the initiative recently published research which revealed that 35 per cent of Brits identify themselves as being ‘semi-vegetarian’. This group is predicted to grow by 10 per cent this year1 indicating a clear shift in the nation’s dietary tastes.
Andre Burger, VP Foods, Unilever UK and Ireland said: “Opting for a flexitarian diet is no longer a niche trend but one which has immense mainstream appeal. That’s why through our partnership with the EVU, we want to make it easier for our vegetarian and flexitarian consumers to identify which of our products meet their dietary needs and to encourage more informed and healthier eating choices.”
EVU spokesman, Floris de Graad, says: “This is a landmark moment for the EVU because it is the first time we have been able to partner with a company that intends to bring so many of its products under the V-Label scheme. It is also great news for anyone wanting to reduce the amount of meat in their diet. Now, they simply need to look for our V-label on Unilever’s packaging and they can trust that every product featuring it meets the EVU’s strict definition of vegetarian food.”
By the end of 2017, around 500 of Unilever’s food products will be clearly labelled on-pack with the EVU’s ‘V’ Label. This will support the company’s wider sustainability ambitions as captured in the Unilever Sustainable Living Plan. Specifically, the partnership will contribute towards the company’s ongoing commitment to improve the health and well-being of its consumers and the nutritional quality of its products.