Flexitarians are driving growth in the meatless market in Europe. They recognize health benefits to limiting meat and are influenced by taste, nutrition and convenience. Meatless products are positioned beside meat in stores to attract occasional buyers. Soy is popular as a high-protein meat replacement and Veggie Gourmet produces a variety of meatless products from burgers to sausages using modern production facilities. Their goal is to become a leading European brand and supplier across retail, foodservice and industry.