The proportion of hybrid products in the Van Loon Group’s total meat product range has more than doubled. In 2025, hybrid products accounted for 11% of sales. In 2024, this figure stood at just 3%. The company has thus exceeded its own targets.

Van Loon is seeing strong growth in hybrid products, according to the CSR annual report for 2025. In the space of a year, the volume of hybrid products sold grew by 17 million kilos to 23 million kilos. In 2024, Van Loon generated a turnover of €31 million from hybrid products. In 2025, this division accounted for approximately €122 million. In total, the company had a turnover of €1.1 billion. The company states that its efforts in this area have saved 1 million kilograms of animal-based raw materials.

A year ago, Roland van Loon, Chief Sustainable Officer (CSO) at Van Loon, announced that the company’s ambition was to increase the share of hybrid products to 7.5% of total sales by 2027. That ambition can therefore already be raised, as it has already been achieved within a year. A spokesperson for Van Loon has stated that the company is formulating new targets for 2027 and beyond.

Van Loon expands capacity

Demand for hybrid meat products has risen dramatically over the past year. Virtually all Dutch supermarkets currently offer hybrid products to a greater or lesser extent. Van Loon has ‘significantly’ expanded its portfolio of hybrid products. Sales of these products have risen by 433% due to these two factors. To meet demand, Van Loon is expanding the production capacity of the field bean fibre FiberFort with a new facility.

Van Loon uses field bean and pea protein in its hybrid applications. In 2026, the company will explore the use of other protein sources for hybrid products. In doing so, the company is also looking specifically at local and upcycled proteins.

Source: Van Loon sees share of hybrid meat products rise sharply to 11% - Eiwit Trends