{"id":126997,"date":"2025-09-02T15:17:47","date_gmt":"2025-09-02T13:17:47","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=126997"},"modified":"2025-09-02T15:17:48","modified_gmt":"2025-09-02T13:17:48","slug":"le-groupe-de-viande-jbs-fusionne-vivera-et-the-vegetarian-butcher","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-groupe-de-viande-jbs-fusionne-vivera-et-the-vegetarian-butcher\/","title":{"rendered":"Le groupe de viande JBS fusionne Vivera et Le Boucher V\u00e9g\u00e9tarien"},"content":{"rendered":"\n<p><strong>JBS <\/strong>rassemble ses marques \u00e0 base de plantes en Europe sous une nouvelle enseigne : The Vegetarian Butcher Collective. En combinant Le Boucher V\u00e9g\u00e9tarien et Vivera, l&rsquo;entreprise vise \u00e0 renforcer son influence dans la cat\u00e9gorie des substituts de viande.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un nouveau leader v\u00e9g\u00e9tal<\/h2>\n\n\n\n<p>Le g\u00e9ant am\u00e9ricain de la viande <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-geant-de-la-viande-jbs-rachete-le-champion-du-vegetal-vivera-en-vue-de-son-introduction\/\">a achet\u00e9 Vivera en 2021<\/a> pour 431 millions d&rsquo;euros et, plus t\u00f4t dans l&rsquo;ann\u00e9e, il a rachet\u00e9 la marque Le Boucher V\u00e9g\u00e9tarien <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/vivera-rachete-le-boucher-vegetarien-a-unilever\/\">\u00e0 Unilever<\/a>, qui se s\u00e9pare de marques alimentaires non strat\u00e9giques. Aujourd&rsquo;hui, le nouveau propri\u00e9taire r\u00e9unit les deux marques v\u00e9g\u00e9tales dans The Vegetarian Butcher Collective. Selon le CEO Rutger Rozendaal, les deux marques forment ensemble un \u00ab\u00a0nouveau leader de l&rsquo;alimentation v\u00e9g\u00e9tale en Europe\u00a0\u00bb.<\/p>\n\n\n\n<p>\u00ab\u00a0Pour moi, c&rsquo;est le d\u00e9but d&rsquo;un nouveau chapitre audacieux, une occasion d&rsquo;acc\u00e9l\u00e9rer la r\u00e9volution alimentaire et de lib\u00e9rer encore plus d&rsquo;animaux de la cha\u00eene alimentaire, en apportant des produits savoureux et nutritifs aux consommateurs\u00a0\u00bb, a-t-il d\u00e9clar\u00e9 sur les m\u00e9dias sociaux. Ce faisant, il souligne que les deux marques conserveront leur \u00ab\u00a0voix unique\u00a0\u00bb et leur \u00ab\u00a0mission de marque\u00a0\u00bb. On ne sait pas encore exactement comment la nouvelle structure fonctionnera pour Le Boucher V\u00e9g\u00e9tarien et Vivera. Toutefois, cette d\u00e9cision souligne la volont\u00e9 de JBS de s&rsquo;engager plus fermement en faveur des produits \u00e0 base de plantes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Le march\u00e9 se pr\u00e9pare \u00e0 la reprise<\/h2>\n\n\n\n<p>Apr\u00e8s avoir atteint son apog\u00e9e au d\u00e9but des ann\u00e9es 2020, la cat\u00e9gorie des substituts de viande a \u00e9t\u00e9 touch\u00e9e par des inqui\u00e9tudes concernant la qualit\u00e9, la sant\u00e9 et le prix. Toutefois, les analystes tablent sur une reprise : Future Market Insights pr\u00e9voit un triplement du march\u00e9 d&rsquo;ici \u00e0 2035. Entre-temps, l&rsquo;innovation s&rsquo;oriente vers des produits qui ne ressemblent plus \u00e0 de la viande. M\u00eame le pionnier <strong>Beyond Meat<\/strong> <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-beyond-meat-supprime-le-mot-viande-de-son-nom\/\">abandonne le terme \u00ab\u00a0viande\u00a0\u00bb de son nom<\/a>. Cette tendance touche \u00e9galement Vivera : en plus de son Plant Steak et Shawarma Kebab, la marque lance maintenant des \u00ab\u00a0Garden Greens Protein Bites\u00a0\u00bb et du \u00ab\u00a0Quick Marinating Tofu\u00a0\u00bb, par exemple, rapporte Foodnavigator.<\/p>\n\n\n\n<p>Vivera s&rsquo;\u00e9tend donc \u00e0 des concepts allant au-del\u00e0 des simples substituts de viande, tout en conservant ses best-sellers existants. Il reste \u00e0 voir si Le Boucher V\u00e9g\u00e9tarien fera \u00e9voluer son offre dans la m\u00eame direction, mais l&rsquo;\u00e9volution du rayon v\u00e9g\u00e9tal est \u00e9vidente.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>JBS rassemble ses marques \u00e0 base de plantes en Europe sous une nouvelle enseigne : The Vegetarian Butcher Collective. En combinant De Vegetarische Slager et Vivera, l&rsquo;entreprise vise \u00e0 renforcer son influence dans la cat\u00e9gorie des substituts de viande.  <\/p>\n","protected":false},"author":10,"featured_media":126998,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[43],"company":[322,1796,1661],"topic":[],"region":[243],"class_list":{"0":"post-126997","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-de-vegetarische-slager","11":"company-jbs","12":"company-vivera","13":"region-europe"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le groupe de viande JBS 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