Oct 20 2011 --- The meat substitute Proviand is being launched as the first alternative to meat produced from Dutch vegetables through a number of pilot trials being run at Albron Catering. The start of the pilot is scheduled for early November and it will run for approximately three months.

Proviand is claimed to bake and roast like a normal meat and have a meaty bite, as well as triumphing in terms of taste and health. Proviand is a protein similar to chicken, with a very low fat content (<2%) and is free from E-numbers and soy. It also contains a large amount of important fiber.

Because only locally grown Proviand Dutch vegetables are used, the product achieves a unique standard in terms of sustainability and has a very favorable ecological footprint. The main vegetables used as ingredients for Proviand are: onion, carrot, potato and pulses.

The companies involved have long been silent on the development of Proviand. But now, after extensive consumer testing, it is time for this unique product to be test marketed. Production will start in October this year, which will lead to the launch of the trial product. If it proves successful at the catering business Albron, the new company Proviand intends to offer the concept to other suppliers.

"Syntens has played an important role in this innovation," says innovation consultant Rob van Mechelen on behalf of Syntens, which helped guide Proviand through the innovation process. "After an intensive preparation to support the development of Proviand, a real marketable product has been born and you can really speak of a new business."