Aldi, one of the leading supermarket chains in Germany, has made a groundbreaking move by launching a new vegan brand called “MyVay.” This innovative range offers a variety of plant-based products, including vegan steak, smoked salmon, and more. Aldi's aim with MyVay is to provide affordable and accessible vegan options to a wide range of customers, including vegans, vegetarians, and flexitarians. By introducing MyVay, Aldi is taking a significant step towards catering to the growing demand for vegan products in the market.

Background: Aldi's launch of MyVay vegan brand

The launch of MyVay by Aldi is both timely and significant, as the demand for vegan products continues to rise globally. With a mission to offer customers a wider variety of plant-based options, Aldi has entered the vegan market with a bang. The company recognizes the potential of the vegan industry and aims to tap into this growing market by providing high-quality, affordable alternatives to traditional animal-based products.

Aldi's decision to launch the MyVay brand is also in line with its commitment to providing customers with healthier and more sustainable shopping options. The brand offers an array of vegan products that are not only delicious but also aligned with the principles of cruelty-free living.

Product Range: Plant-based steak, smoked salmon, and more

The MyVay range offers a diverse selection of vegan products, designed to cater to different tastes and preferences. Among the many offerings, the standout products include plant-based steak and smoked salmon. These alternatives provide a flavorful and satisfying experience for vegans and anyone seeking to reduce their consumption of animal-derived products.

The plant-based steak from MyVay is carefully crafted to mimic the taste and texture of traditional meat. It appeals to vegans who are looking for a delicious and satisfying meal without compromising their values. The MyVay smoked salmon is created using plant-based ingredients that provide a similar smoky and savory flavor to its animal-based counterpart. These products are the perfect examples of how vegan alternatives can be just as appetizing and enjoyable as their non-vegan counterparts.

In addition to these innovative products, MyVay offers a wide range of plant-based options, including vegan cheese, dairy-free ice cream, and various meat substitutes. This broad range ensures that customers have plenty of choices for their vegan lifestyle.

Accessibility and Affordability: Making vegan products accessible to a wide range of customers

One of the key aims of the MyVay brand is to make vegan products accessible and affordable to a wide range of customers. Aldi understands the importance of price affordability and aims to break the misconception that vegan options are expensive. By offering products at competitive prices, Aldi aims to encourage more people, regardless of their budget, to make the switch to vegan products.

Aldi's commitment to accessibility is also evident in its strategic placement of the MyVay range within their supermarkets. The brand is prominently displayed, making it easier for customers to locate and choose from the variety of vegan products available. This ensures that customers can seamlessly incorporate plant-based alternatives into their shopping routine.

Target Customer Base: Vegans, vegetarians, and flexitarians

The MyVay brand from Aldi is specifically designed to cater to a wide range of customers, including vegans, vegetarians, and flexitarians. Vegans, who avoid all animal products, will find a comprehensive range of plant-based options within the MyVay brand. This includes substitutes for meat, dairy, and seafood.

Vegetarians, who avoid meat but may consume dairy and eggs, will also find the MyVay range appealing. The brand offers a variety of dairy alternatives that are perfect for those looking to transition to a fully plant-based lifestyle or reduce their consumption of animal products.

Flexitarians, who have a primarily plant-based diet but occasionally consume animal products, will also be attracted to the MyVay range. The brand offers an opportunity for flexitarians to experiment with different vegan options and incorporate more plant-based meals into their diet.

The inclusive nature of the MyVay range ensures that there is something for everyone, regardless of their dietary preferences or restrictions.

Expansion Plans: Reaching 1,000 vegan offerings by 2024

Aldi's commitment to providing a wide variety of vegan options doesn't stop at the launch of the MyVay brand. The company has ambitious plans to expand its vegan offerings and aims to have 1,000 vegan products available by the end of 2024. This extensive range will cover a diverse selection of food and beverage options, providing customers with even more choices for their plant-based lifestyle.

The expansion of the MyVay brand demonstrates Aldi's dedication to meeting the growing demand for vegan products. It also aligns with the global trend towards more sustainable and ethical food choices. By broadening their vegan range, Aldi is making it easier for customers to adopt a plant-based lifestyle without compromising on taste or variety.

Commitment to Sustainability: Reducing animal-derived ingredients and improving nutritional value

The MyVay brand from Aldi goes beyond offering vegan alternatives; it also places a strong emphasis on sustainability. The brand is committed to reducing the use of animal-derived ingredients in their products, further promoting a more ethical and compassionate food industry.

Additionally, MyVay is focused on improving the nutritional balance of its vegan offerings. The brand aims to provide products that are not only delicious but also nutritionally beneficial. By carefully selecting ingredients and ensuring a good balance of nutrients, MyVay encourages customers to make healthier choices while enjoying their vegan meals.

This commitment to sustainability and nutrition reflects Aldi's dedication to making a positive impact on the environment and the health of its customers.

Support from German Government: Investment in promoting plant-based foods and alternative proteins

Aldi is not alone in its efforts to promote plant-based foods in Germany. The company has received support from the German government, which has recently invested in initiatives to promote plant-based foods and alternative proteins throughout the country. This support includes funding research and development projects that aim to improve the taste, texture, and nutritional profile of vegan products.

The government's investment in promoting plant-based foods aligns with its commitment to sustainability and reducing greenhouse gas emissions. By encouraging the consumption of plant-based foods, Germany aims to tackle climate change and foster a more sustainable food system.

Aldi's partnership with the German government showcases a collaboration between the private and public sectors to drive change and create a more sustainable future.


The launch of Aldi's MyVay brand in Germany is a game-changer in the food retail industry. By offering a range of affordable and accessible plant-based products, Aldi is catering to the growing demand for vegan options among vegans, vegetarians, and flexitarians. With ambitious expansion plans and a commitment to sustainability and nutrition, Aldi is setting a new standard for the availability and quality of vegan products.

The support from the German government further strengthens Aldi's position in promoting plant-based foods and alternative proteins. Together, Aldi and the government are working towards a more sustainable future and a healthier food system.

As the global demand for vegan products continues to rise, Aldi's MyVay brand is poised to play a significant role in shaping the future of the vegan industry. With its innovative products and dedication to accessibility and affordability, Aldi is making it easier for customers to embrace a plant-based lifestyle without compromising on taste or variety. The MyVay range from Aldi is a testament to the fact that vegan products can be delicious, satisfying, and accessible to all.

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