The vegan aubergine shawarma previously launched in our FoodService range is now available for consumers. You will find the Purple Pride plant-based shawarma at Jumbo in the chilled section with the pre-cut vegetables. Jumbo retailer Edward Koornneef is a fan and a firm believer in plant-based, ready-to-use concepts.
Edward Koornneef, proud owner of several Jumbo supermarkets and two Jumbo Foodmarkt outlets (in Naaldwijk and Leidschendam), is enthusiastic about the launch of a ready-made, plant-based aubergine shawarma under the Jumbo brand. “I believe in plant-based, ready-to-use concepts and have set up a 100% vegan convenience store in our latest Jumbo Foodmarkt. These are the concepts of the future, after all: more convenient, tasty and plant-based. As retailers it is our job to present these concepts as attractively as possible and to get the shopper to taste them in store. The aubergine shawarma developed by Growers United is a good example of this.
“But even more importantly, I have noticed that my customers want to do their bit for the environment by eating less meat. And young people in particular are increasingly seeking out vegan products. Demand for these is only set to increase in the future – provided the products taste good, of course! The flavour of the aubergine shawarma is familiar and similar to that of a shawarma made of lamb, chicken or beef. And the meal is on the table in no time. All you have to do is pan fry the aubergine shawarma for a few minutes,” Edward adds. “What is more, we are seeing rapid growth in the number of meat replacements on the shelves. There is more and more choice, but most of the products are still made with soya. With demand for sustainability rising, we are seeing new, tasty, 100% plant-based concepts coming through as the next-generation innovations.”
