Kioene, Italy’s leading producer of plant-based gastronomy, has officially entered the German market, one of Europe’s most significant for the plant-based segment. Sales began at the start of the year in Germany’s large-scale retail channel, with an initial presence at Edeka stores in the North and Central-Northern regions, as well as at the Famila and Combi banners in the North-West of the country.
Germany’s vegetable gastronomy market is estimated to be around three times the size of the Italian one and is currently dominated by like-meat products. Against this backdrop, Kioene is pursuing a clearly differentiated positioning, focusing on vegetable-based ready meals where vegetables play a central role, without attempting to replicate the taste or texture of meat.
The market entry features the Verde Amore range, comprising five high-protein products developed specifically for German consumers. The range reflects the know-how and expertise Kioene has built over more than 30 years of experience in the vegetable-based food sector.
The move into Germany is the result of a structured market-approach strategy based on in-store testing and performance analysis, aimed at building a solid and sustainable long-term project. This approach has enabled the company to identify areas of unmet potential demand within a segment that is showing signs of maturity.
To support its development plan, Kioene has established a dedicated subsidiary in Germany, led by an experienced general manager working in close coordination with the Italian team. Production will remain in Italy, while distribution will be managed through direct export, ensuring consistent quality standards and alignment with the brand’s core values.This initiative is part of Kioene’s broader international growth strategy. The company is already active abroad, particularly in Spain through a production partnership with Mercadona, and is now committed to developing—under its own brand—one of Europe’s most important plant-based markets.