Lazy Vegan
LAZY is a plant-based frozen meal brand based in Amsterdam that develops ready-to-heat meals for consumers who want vegan food to be easy, tasty, fun, and nutritious. Its products are sold through supermarkets in the Netherlands, Belgium, Germany, and the UK, and the brand positions itself as a practical choice for busy people who still want to eat well and make a positive impact. The company emphasizes convenience without compromise: its meals are complete as they are, can be prepared in a pan or microwave in minutes, and are made with natural plant-based ingredients. LAZY also frames itself as impact-driven, highlighting carbon, water, and feed savings per meal and its B Corp status. Core Values Plant-based simplicity : LAZY’s mission is to make plant-based eating as easy as possible, so people can choose it more often without extra effort. The brand repeatedly stresses that it does the work so customers can simply heat and eat. Taste and enjoyment : The company wants vegan food to be not only convenient but also delicious and enjoyable. Its messaging emphasizes bold flavors, comforting meals, and a fun, laid-back brand personality. Nutrition and natural ingredients : LAZY highlights meals made from 100% natural, plant-based ingredients, with plenty of vegetables and protein. It also notes that the meals are free from preservatives and designed to be balanced. Positive impact : Sustainability is central to the brand, from measuring carbon footprint per meal to sourcing much of its produce from Europe and operating as a B Corp. The company links plant-based eating to lower emissions, less water use, and reduced feed demand. Unique Aspects B Corp certification : LAZY says it is a B Corp and part of the B Corp community, signaling a commitment to social and environmental standards beyond product sales. Frozen convenience with fast preparation : The meals are sold frozen, require no thawing, and can be ready in about 8 minutes, which is a key differentiator for busy consumers seeking quick plant-based options. Impact measured per meal : The brand states that it measures carbon footprint per meal from farm to fork and gives concrete savings versus meat-based meals, including 0.68 kg CO2, 480 liters of water, and 1.25 kg of feed per meal. European sourcing and Amsterdam base : LAZY says 95% of its ingredients grow in Europe and that its headquarters and development team are in Amsterdam, with a small team working from Amsterdam-Zuid. Retail presence across multiple markets : The company says its meals are available in supermarkets in the Netherlands, Belgium, Germany, and the UK, showing a broader European retail footprint.