“Taste remains the foundation; sustainability is the direction”
In a rapidly changing market, where consumers are increasingly making conscious choices, the Van Loon Group’s R&D teams play a key role. Two driving forces behind this development are Gijs and Sander; together they talk about their motivations, vision and ambitions.
Gijs has been working at the Oude-Tonge site for over eleven years, where he leads a culinary team that develops soups, sauces and meals for Retail and FoodService. He beams when he talks about products with character. “For me, quality always comes first. We’re constantly on the lookout for ingredients with a story: responsibly produced, grown with care. “Flavour is sacred to me, but if an ingredient meets those criteria, then it’s just right.”
Sander adds to this. He trained at a butchery college, joined the organisation via product development and now leads a team of fifteen employees. “Meat is a special product with enormous potential. For me, it all starts with good food. But that delicious product must contribute to a better world. That’s what we work towards every day.”
Both acknowledge that ‘healthy meat’ does not have a single fixed definition. Gijs sees it as meat that comes from a fair, animal-friendly supply chain, without unnecessary additives. “It must be pure and align with our values.” Sander emphasises that meat is naturally rich in essential nutrients such as protein and vitamin B12, but that there are plenty of opportunities to make it healthier. “We are constantly looking at where we can make it ‘cleaner’: less salt, less sugar and less saturated fat, without compromising on taste.”
Significant progress is also being made in the area of sustainability. A key innovation here is the development of hybrid products, in which part of the meat is replaced by plant-based components. The FiberFort™ fibre developed by Van Loon Group, with a neutral taste and a surprising texture, plays a crucial role in this. “That fibre gives us the opportunity to bring the protein transition to the consumer in a realistic way,” explains Sander. “Small steps, but with a big impact.”
Gijs Verdaasdonk (R&D Manager at the Oude-Tonge site) and Sander Krijnen (R&D Manager at the Van Loon Group Meat division) on their role in developing healthy and sustainable products
Whereas convenience products used to be primarily about convenience, today the focus is on the combination of taste, nutritional value and sustainability. Protein-rich meals form an important pillar within this development. Gijs sees a clear shift. “Consumers want nutritious meals that taste good and fit into a healthy lifestyle. That means we’re focusing closely on salt and fat content and the amount of vegetables.”
Meals have now been developed in various categories that are entirely plant-based, or consist of at least 80% vegetables. These innovations contribute directly to better Nutriscores, a key indicator within the CSR pillar ‘Healthy & Tasty Products’.
Collaboration within the Van Loon Group and the supply chain plays a major role in this. R&D works closely with production, procurement, quality teams and external partners. According to Gijs, this is essential: “You can come up with the most brilliant product, but it will only succeed if everyone in the supply chain is on board. From raw materials to the finished product: transparency and collaboration are key to success.” Sander also sees an integrated approach as a strength. “We listen to the market, but certainly also to our own people
Although hybrid products are a key focus, both men believe they remain just one part of the solution. According to Sander, the biggest challenge lies in preserving flavour and texture. “Consumers only accept changes if they notice little or no difference. That’s why we mainly work with ‘soft hybrids’ – gradual adjustments that do deliver sustainability gains, but without the consumer feeling they are compromising.” He emphasises that pace and acceptance go hand in hand: “You can’t rush things. Small steps take us further than big leaps that don’t land.”
When the conversation turns to the future, it becomes clear that ambition is certainly there. Continuing to develop great products that are simultaneously tastier, healthier and more sustainable. Gijs sees it as a continuous quest: “It’s never finished. We can improve something every day.” Sander looks ahead with optimism: “The protein transition will continue. But if we ensure that taste and quality remain intact, consumers will naturally follow.”
Together, they sum it up nicely: taste remains the foundation, sustainability provides direction.