Finland has a Target: Half Meat-Free by 2030

Hesburger observed years ago that plant-based meals were becoming increasingly popular and demand for plant protein products was growing. We responded to this development by opening an in-house plant protein factory in Kaarina in autumn 2019 and investing in the development of delicious plant-based products of our own. The factory can produce items from a variety of raw ingredients, such as fava bean, pea, soy, and wheat protein.

Aiming for Half Meat-Free

At Hesburger, choosing a plant-based option is easy, and it doesn’t mean compromising on taste. Our goal is that by 2030, half of the products we sell will be meat-free. This target applies to the share of meat-free products in all the sold savoury products of our permanent menu, excluding fries.

Ultimately, the achievement of the goal depends on the choices of our customers. Our goal is to make such good vegetarian products that it is easy for our customers to make a vegetarian choice. Hesburger guides consumers in choosing plant-based products also through pricing. The product in our VEKE® range is always cheaper than the corresponding meat version. The price promise applies to hamburgers and tortillas in our VEKE® range.

Our Own Line of VEKE® Products

In December 2019, we launched our first burger featuring a product made at our plant protein factory – the breaded VEKE® soy patty. More veggie delights are on the way, as we continue to develop plant protein products in our in-house factory. Change has never tasted this good!

See all plant-based items on Hesburger’s permanent menu here.