At the beginning of 2024, German family-owned food manufacturer Rügenwalder Mühle announced that it would only offer the ham in a vegan version, thus removing the meat version from its product range. Now, the family-run business is bringing back the meat-based ham cold cuts.
At the time, Rügenwalder Mühle explained that this step was taken to make more room for its vegan and vegetarian products. The freed-up production capacity would be used for the Veganer Hauchschnitt (Vegan Thin Slices).
“We are not dogmatic”
In the 18 months since that announcement, Rügenwalder Mühle has successfully increased its production capacity, allowing it to reintroduce the classic meat-based Schinken Spicker (ham cold cut) alongside its plant-based products.
“Focusing initially on the Hauchgenuss range was exactly the right decision,” says Steffen Zeller, CMO of Rügenwalder Mühle. “In a very short time, it became the best-performing new product for 2023/2024. With our decision to use the newly created capacity to bring back our Schinken Spicker, we demonstrate once again: We are not dogmatic. Rügenwalder Mühle wants to offer something for every dietary preference and bring everyone together. In other words: It tastes best when everyone enjoys it.”
No reversal back to more meat planned
Rügenwalder Mühle also told vegconomist that it is not aiming to return to meat, but remains committed to expanding its vegan portfolio and sees the greatest growth potential in this area. The product range currently includes 25 meat products and nearly 60 vegan and vegetarian alternatives.
