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TiNDLE Foods, the food tech behind the hit plant-based chicken alternative, is making its retail debut in Switzerland.
TiNDLE Foods, the Singapore-headquartered global vegan meat brand, has made its way to Switzerland. Launching exclusively on the shelves of supermarket chain Coop, shoppers in the country will now be able to purchase the brand’s range of plant-based chicken products at 440 stores nationwide, as well as via the retailer’s online platform.
A number of the brand’s fan favourites will be found on shelves, including TiNDLE Burgers, Crispy Fillets, Nuggets, and Wings. The 100% vegan range is made using soy and wheat protein and packs 17 grams of protein and 8 grams of fibre per 100-gram serving. These will be sold for RRP 5.95 CHF, with the exception of Nuggets, which retail for 4.95 CHF.
When asked whether TiNDLE will also roll out in Swiss restaurants, the food tech told Green Queen that at the moment, they are remaining “focused on the retail category for now”.
The launch comes in time for Veganuary, the global movement that challenges participants to go vegan for the first month of the new year for animal welfare, sustainability, and health reasons.
As part of the Veganuary campaign, TiNDLE said that there are 2 discount promotions until the first half of the month (Burgers, Crispy Fillets, and Wings retail for 5.35 CHF and Nuggets are 4.45 CHF) and in the final week of January, there will be a 25% discount on the whole range.
Vegan products are part of Coop’s sustainability plans
The launch of TiNDLE Chicken is part of the retailer’s larger sustainability plans, including its goal to reduce its environmental footprint by 2026. As part of its strategy, the supermarket giant is introducing a number of new “sustainable product angles”—one of which is meat substitutes like TiNDLE.
“We are continually monitoring the market, along with the latest trends and plant-based products that are being developed. Not only are TiNDLE’s chicken products innovative, but they are in line with what consumers are looking for and are the ideal addition to our range of vegan products,” shared product purchasing manager for vegan and vegetarian alternatives at Coop, Martin Stutz.
The four products launched at over 400 stores nationwide and via the retailer’s online channel, Burgers, Crispy Fillets, Nuggets and Wings, are all convenient alternatives designed for consumers to prepare within minutes.
According to Coop, many of its shoppers are looking for grocery-ready meat alternatives, with 63% of Swiss consumers actively reducing meat consumption in its latest poll findings. Coop also saw its own meat substitute category grow by 350% over the last 3 years. A MACH Consumer study revealed that most Swiss consumers who purchase meat alternatives eat animal meat regularly.
“Introducing TiNDLE to the Swiss market is an important step for us, as the country is a global leader when it comes to sustainability and preservation, with long-term goals to reduce carbon emissions,” commented TiNDLE Foods senior vice president of business development Marc Sohier.
TiNDLE’s worldwide takeover
Since 2022, TiNDLE has rapidly expanded its retail footprint, starting with its first-ever D2C product debut in Germany, where its products can be found at over 2,200 Edeka Group stores. It later launched in the UK with the supermarket chain Morrisons and Whole Foods, and most recently in the US.
In the US, TiNDLE’s chicken can be found in the freezers of Giant Eagle stores and in the online platform FreshDirect, as well as in various regional retailers sprawled across the country. Following the Swiss launch, TiNDLE says it is “eagerly awaiting feedback” from consumers.
TiNDLE vegan chicken was created by its parent company Next Gen Foods in 2020, and first made it to consumers through restaurants and foodservice channels. In 2023, the parent company rebranded to TiNDLE Foods and also acquired London-based plant-based dairy brand Mwah! in 2023 as part of the firm’s continued product category expansion. TiNDLE is one of the most well-capitalized plant-based meat brands globally; to date, it has raised over $130M.
Shortly after, TiNDLE Foods launched a breakfast sausage for foodservice channels in the US. The company previously told Green Queen that it has plans to go forward with more products in 2024, from plant-based milks to gelatos.
Switzerland is home to one of Europe’s largest, most well-funded plant-based meat companies: backed by the likes of private equity fund L Catterton, Zurich-based Planted Foods AG has raised over $100M. Like TiNDLE, it has an extensive chicken product range. Board member Judith Wemmer told Swissinfo recently that the company’s main competitor is the meat industry, adding “the market for food products is immense and so there must be room for a multitude of different actors.”