German supermarket the EDEKA group is expanding its private brand in an absolute growth market: Begining in April, thanks to the vegan, own brand vehappy, it will be colorful on the shelves of the EDEKA group. With bright packaging and plant-based content, the product line is aimed at all those who want to try new things, who value sustainable and climate-neutral products, for whom vegan nutrition is fun and does not mean doing without. For the launch of vehappy, plant-based milk alternatives are initially available with seven products: unsweetened oat drink and barista, classic soy drink, unsweetened almond drink, and “gurts”, vegan soy-based yogurts – natural, vanilla, and blueberry. The range will soon be expanded to include vegan burger patties, bratwurst, and ground meat.

Vehappy is part of a market that is booming with its plant-based alternatives to meat, milk, and cheese. Whether fellow human beings, animals, the environment, or the climate: vehappy stands for consideration and well-being. That is why we pay particular attention to the origin, content, and taste of all vehappy products. Oats, soy, and almonds for the products come from Europe, are purely vegetable and gently processed – without chemicals, without additives.

The name “vehappy” says it all!

All products have one thing in common: They impress with their taste and bright playful design. The new brand shows its true colors to vegan nutrition in the truest sense of the word and can now be seen on all EDEKA channels: at the point of sale in the EDEKA stores, eye-catching on the street, and on social media. Always there and an eye-catcher: the brand’s own characters in the form of small, green plant leaves, which convey both fun and the plant origin of the products.