Kioene, an Italian producer of plant-based prepared foods, has entered the German market with several launches in the large-scale retail trade.
The brand can now be found at Edeka in the North and North-Central regions of the country, as well as the Famila and Combi chains in the North-West. Sales began at the start of the year.
The launches feature Kioene’s Verde Amore range, which consists of five high-protein products developed specifically for the German market. To achieve a successful entry into the country, the brand carried out a structured market-approach process, which included in-store tests and performance analyses. This helped to identify gaps in potential demand that had yet to be fully addressed.
Germany is a significant market for plant-based food, but many of the products currently available in the country are intended to imitate meat. Kioene hopes to bring a distinctive positioning by focusing on ready-to-eat plant-based dishes where vegetables take center stage.
© Kioene
International growth strategy
To support its plans, Kioene has established a company in Germany with a dedicated subsidiary led by an experienced General Manager. This subsidiary will work in close collaboration with the Italian team.
Production will remain in Italy, and distribution will be handled through direct export. The expansion is part of Kioene’s broader international growth strategy; the company already has a production partnership with Mercadona in Spain, and is now committed to developing the German market.
Kioene was founded in 1988 to offer innovative foods made with plant-based proteins. The company is owned by Gruppo Tonazzo, a former beef trader which announced in 2024 that it would be discontinuing its meat business to focus on plant-based products.
“As early movers in this market, we feel a deep responsibility to future generations,” said Kioene CEO Albino Tonazzo at the time. “We want to contribute to environmental preservation and foster collective awareness. We are confident that the market and consumers will once again follow our lead.”
Dining and Cooking