Belgian retailer Colruyt Group has replaced the traditional chickpea base in a new falafel product with yellow peas, positioning it as a more sustainable alternative.
The product expands the retailer’s private-label Boni Plan’t range and caters to the growing demand for plant-based options.
Ilka Lanau, manager of the private-label category at Colruyt Group, said, “By offering a broader and more varied range of plant-based proteins, we support our customers in making balanced everyday food choices.”
Belgian Yellow Peas
Colruyt said sustainable cultivation was a key driver behind the launch.
By replacing chickpeas, typically sourced in Eastern Mediterranean regions, with locally cultivated yellow peas, the retailer aims to support local agriculture.
The company noted that yellow peas fit well into European crop rotation systems and are suitable for cultivation in Belgium’s climate.
In addition, the crop contributes to soil health by fixing nitrogen and requiring relatively limited crop protection measures.
Jessica Amendolara, head of farming at Colruyt Group, said, “Thanks to the valuable insights gained from our small-scale yellow pea trial last year, we are convinced of both the feasibility and the added value of this protein-rich crop.
“That is why we are continuing to invest decisively in the production and support of locally produced protein crops.”
Focus On Health
Priced at €3.49, the falafel targets growing consumer demand for plant-based and nutritious products.
The yellow pea falafels, which also contain feta and courgette, provide 25% protein and are described by the retailer as high in fibre and low in fat.
Lanau, said, “Consumers are increasingly looking for local, healthy products based on pulses. Falafel is a very accessible product in that respect: it is widely known, easy to use and affordable.
“That makes it appealing to a broad audience and helps to integrate plant-based ingredients into everyday diets in a low-threshold way.”