Supermarket chain Jumbo is to start advertising meat products again after almost two years, saying sales have fallen since it stopped promoting bargain meat offers.

The retailer scrapped promotions for cheap meat in May 2024, including cut-price bulk deals known as kiloknallers. Animal welfare organisation Wakker Dier welcomed the move at the time and called on other supermarkets to follow suit, but none did.

A Jumbo spokesperson said the decision had led to customers buying meat elsewhere rather than eating less.

“Our meat sales have fallen,” the spokesperson told NU.nl. “A shift towards a more plant-based diet requires lasting behavioural change, and that will only happen if the whole market moves in the same direction.”

The NRC says Jumbo, the second biggest Dutch supermarket group, has lost millions of euros in revenue since dropping the promotions.

Jumbo said it still wants to encourage customers to choose more plant-based products and plans to expand its vegetarian and vegan range.