TRENOS SiGINT: Tonazzo’s Meat Exit Powers Kioene Plant-Based Brand Rise

JC Analyst –September, 2025

Signal:

Gruppo Tonazzo’s decision to shutter its meat division after 136 years marks one of the most symbolic shifts in Europe’s protein landscape. Kioene is no longer just a brand extension, it's the new company. Kioene Mini burgers act as a flagship product, embodying the move from traditional butchery to modern, plant-forward convenience.

Human Factor:

This story resonates deeply with Italian families. Generations who bought Tonazzo’s sausages and cuts now see the same name embracing vegetables in plain sight. It offers reassurance for flexitarians and mainstream shoppers plant-based isn’t fringe or fake, it’s a continuation of trusted Italian food heritage, reshaped for a more 'meaningful today'.

TRENOS Metrics Snapshot

Field	Detail
Signal	Legacy meat producer exits category to go fully plant-based
Data Point	Tonazzo ends 136 years of meat ops (Dec 2024) → Kioene becomes core
TikTok Views	Plant-based Italy tags trending +12% YoY; heritage-to-vegan stories gaining traction
Retail Footprint	Carrefour Italy national distribution; >2.3m households reached
Ingredient Format	Whole vegetables (pumpkin, eggplant, spinach, kale, zucchini, carrots)
Product Range	100+ SKUs: burgers, falafel, bites, cutlets
Consumer Segment	Families, flexitarians, mainstream European shoppers
Brand Origin	Italy (Veneto region; Kioene est. 1988)
Export Status	Domestic leader; limited EU penetration
Trend Classification	Plant-forward, transparency, veg-centric convenience
System Pressure Point	Signals market disruption: meat incumbents flipping portfolios

PFN NEWS LINK

ENDS: