From Monday, February 17, more than 300 Jumbo stores in the Netherlands and Jumbo.com will offer three plant-based yogurt varieties based on Dutch soy. The products have been developed and produced by De Nieuwe Melkboer. The introduction of these protein and fiber-rich products, which Jumbo will put on the shelves under its own brand, is unique on this scale and contributes to several sustainability ambitions of the supermarket chain, such as a more plant-based diet, preventing raw material waste and reducing CO2 emissions.

‘Direct van de Boerderij’

The three varieties, Natural, Vanilla and Forest Fruits, are offered under the existing Jumbo line “Direct van de Boerderij”. Menno Wigtman, Unit Manager AGF and Protein is pleased with the expansion: ‘The majority of our fresh products come from Dutch soil. We are proud of the Dutch product and farmers and growers such as De Nieuwe Melkboer, who ensure that there are tasty, sustainable, fresh products of high quality on our shelves every day. With the new plant-based yoghurt variations made from soy from the Netherlands, we offer our customers even more choice in plant-based dairy variations, with a truly tasty product from our own soil. Of course, we are sticking to the promise of this line: produced by Dutch farmers, recognisable on the packaging, and of course delicious in taste’.

The whole soybean is used

In addition to being rich in protein, the products are rich in fibre, which is unique in the range. Tom Grobben, co-owner of De Nieuwe Melkboer: ‘We have developed a process in which the whole soybean is used. This has two major advantages: efficient use of raw materials without residual flows and a product that is also rich in fibre. With this we offer quadruple value: tasty, local, nutritious and minimally processed.’

Special chain collaboration

The collaboration between Jumbo and De Nieuwe Melkboer was established through participation in Plant Protein Forward, an initiative by Foodvalley, Rabobank, and collaborating provinces. The initiative focuses on expanding market opportunities and fostering long-term supply chain partnerships between farmers and food suppliers. Marjolein Brasz, CEO of Foodvalley, shares: “Our innovative form of supply chain collaboration is based on three key principles: bringing farmers and food suppliers together, creating genuine partnerships, and ensuring fair value for all stakeholders. And of course, it’s tasty and healthy—so actually, four! This collaboration proves that it’s possible, and we’re aiming for even more plant-based protein deals like this in the coming year. I’d say, go and try it, highly recommended!”

Soy in the Netherlands

Due to climate change and variety selection, soy can now be grown in our country. The legume thrives especially in the south of the Netherlands. Last year, Jumbo announced the introduction of frozen edamame – freshly harvested soy beans – from our own soil. The soy for the plant-based yoghurt varieties is dry-harvested and stored. Tom is not worried about availability. ‘Because we produce efficiently and have good relationships with growers in the country, security of supply is guaranteed. We therefore hope that more parties will follow Jumbo’s example’.