Van Geloven has a long history in producing frozen snack foods for sales in both Benelux retail and food-service with some strong brands like: Mora, Van Lieshout, Welten, De Bourgondier, Hebro and Ad van Geloven. The main preparation method for these snack foods was deep-frying untill 6/7 years ago (especially in retail) the preparation of snack foods in oven and airfryer started to grow significantly. In 2016 we were bought by the Canadian company McCain which has strong ambitions in the frozen snack-food sector in Europe. Therefore the focus of innovations shifted from just Benelux-oriented to global. During the same period the 'vegetarian-revolution' started and the partnership with the Vegetarian Butcher was set up which resulted in the introduction of the vegetarian mimic of some iconic Mora-snacks. Further on we have the amibition to grow our sales in meat-free products towards 50% by 2025. We believe together we can develop products that are more sustainable based on a meat-free basis with the same delicious sensoric experiences like the meat-containing products. Our slogan is: taste is and you don't believe it! Therefore we need more innovation, more knowledge and more collaboration on vegetarian / vegan development.