Healthy and tasty products
Why is this a theme for Van Loon Group?
On average, people consume too much salt, sugar, and saturated fat. This contributes to an increase in lifestyle-related diseases such as diabetes and cardiovascular conditions. Eating less salt, sugar, and saturated fat promotes better health, but taste remains essential. If healthy food is also enjoyable, people will consistently make better choices.
Scope
Production of enhanced meat products and convenience products.
Our policy
We strive to make our products increasingly healthier by minimising the levels of salt, sugar, and saturated fats in our processed end products, without compromising on food safety or taste. In doing so, we follow the guidelines of our customers and industry associations to promote healthy eating. Meat provides valuable nutrients such as proteins, vitamins, and iron. We therefore aim to make our hybrid meat products just as healthy, so they retain the same nutritional value and taste as their meat counterparts.
Person ultimately responsible for policy implementation
CEO
Results
Distribution nutriscore convenience products
Nutri-Score is a food choice logo that rates products using colour and letter codes (from A to E). A indicates the healthiest choice within a category and E the least healthy. The rating is based on the nutritional values of the product. Energy value (kJ), saturated fats, sugar, and salt result in “penalty points”, while fibre, fruit/vegetables, and protein contribute “positive points”.
Because the algorithm behind the calculation has been adjusted for red meat (a high amount of protein is “discounted”), it is nearly impossible for meat products to achieve an A or B score. However, in addition to being an important source of protein, meat also contains essential nutrients such as iron, vitamins B6/B12, and minerals like zinc. These values, however, are not considered in the Nutri-Score. We therefore consider the Nutri-Score to be more suitable for convenience products than for meat products.
Number of products tested 'best' by an independent external agency
Executed and planned actions
Activities 2024
Over the past year, we have calculated the Nutri-Score for our retail range. From this year onwards, we will report this annually.
At our Oude-Tonge site, we produce high-quality, chilled fresh meals. These meals are prepared according to different dietary requirements and strict guidelines - for example, a minimum of 150g of vegetables and a maximum of 2g of salt per meal. This is being done successfully: in a study by the Dutch Consumers' Association (consumentenbond), these meals were rated best. For our chilled fresh soups, we aim for a Nutri-Score of A or B, except for the creamy varieties. Last year, we developed fully plant-based soups and soups containing 80% vegetables.
We have made significant progress in reducing salt and sugar in our meat preparations and meat products in recent years. We are now reaching the limits of what is technically feasible. The latest revised pork products were introduced in 2024, with standard brine reformulated to reduce E-numbers, sugar, and salt. In addition, the recipes for various beef and chicken products have been optimised for salt and sugar content. These are scheduled for rollout in 2025.
Looking ahead to next year
New guidelines regarding the use of sodium and sugar in our convenience products are being applied in the development of new or revised meals.
In 2025, many new or updated soup varieties will be introduced. We are assessing opportunities to further improve the Nutri-Score where possible. For example, “tomato cream soup”, a high-volume product, will improve from a Nutri-Score of C to B.
Additionally, four main dish soups will be introduced, each containing more than 300g of vegetables per serving. We will also develop “functional soups”. These soups will be rich in protein, vegetables, and fibre.
For our meat products, the focus in the coming year will remain on further expanding our hybrid range. In these products, animal-based ingredients are partially replaced by plant-based fibres.
Newly developed beef and chicken products will be introduced this year, along with culinary products from our Oudewater location featuring modified brines.