Campina Launches Innovative Meat Alternative

This new product is made from fresh dairy produce and fibre and contains less fat and relatively more polyunsaturated fatty acids than meat.

Campina’s meat alternative from dairy will be available in Dutch supermarkets from Monday, February 7. This new product is made from fresh dairy produce and fibre and contains less fat and relatively more polyunsaturated fatty acids than meat. The upcoming launch was first reported in specialist publication Innova in October 2004.

Valess is promoted as being Campina’s response to the many meat eaters in the Netherlands who want to eat less meat and stay healthy, provided an easy, but more importantly, delicious substitute is available.

Valess is prepared from low-fat milk. Through the addition of natural fibre Valess has a surprisingly firm structure, similar to that of meat or chicken. Valess can be cooked in exactly the same way as meat. All varieties are quickly and easily prepared in a frying pan, oven or microwave.

“Valess is a good example of this: a healthy, delicious and easy alternative to meat. A product that fits in with the trend towards a healthy and sensible diet. And, ultimately, Valess is a product with which we really do add value to milk. For consumers, for customers, for ourselves and for our member-farmers,” says Piet Hilarides, who, as Campina’s group director, is ultimately responsible for Valess.