By focusing on innovation and an accelerated introduction of additional plant-based products as part of its ‘Savoury’ range of both processed meats and snacks, and ready meals, What’s Cooking? wants to offer customers and consumers an even greater selection of products and jointly move towards a more sustainable future. What’s Cooking? wants to make the difference in delicious, more sustainable and nutritious products.
What’s Cooking? will continue its two strategic business units (SBUs): “Savoury cold cuts” and “Ready Meals”. Savoury, because focus is no longer on meat, but on treating customers to finely sliced processed meats, spreads and snacks that will increasingly contain vegetable instead of animal protein. The SBU “Ready Meals”, in turn, wants to further focus on “local favourites”, dishes that are popular in countries where the Group operates, and on plant-based choices. All prepared with the greatest care and love for people and planet.
Piet Sanders, CEO: “Jointly with our employees, What’s Cooking? wants to take its responsibility in the years to come and play a role in the wider world of savoury foods. Every day, we will take further steps by means of innovation, broadening of our portfolio and an increasingly sustainable chain. We not only focus our R&D activities on further developing a tasty and affordable animal, vegetarian and plant-based range of savoury finely sliced cold cuts and ready meals. We also focus on rendering our existing products, packaging and production processes more sustainable. This will require time and money, but we have already allocated the resources to realise our ambition: ‘Day by day, we make sustainable food consumption second nature by increasing appetite for delicious, convenient food with care for people and planet’. A mission that truly reflects our vision.”