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

Kioene Plant-Based visual media

Italy’s Gruppo Tonazzo, after 136 years in meat, has gone all-in on plants. The family company closed its butchery operations at the end of 2024 and handed the reins to its Kioene plant-based brand, which has been around since the late 1980s. What was once a sideline has now become the centrepiece with attractive packs of mini burgers made from pumpkin, carrots, eggplant, spinach and kale are carried in Carrefour Italy and millions of households nationwide.


This isn’t about tricking consumers with faux beef, it’s about putting whole vegetables front and centre. The result is protein-rich, vegan-friendly and ready in minutes, an everyday alternative feeling familiar, trusted, and authentically Italian.


Kioene’s positioning is a signal moment for Europe’s plant-based sector that a legacy meat brand that walked away from its roots to commit everything to vegetables, transparency and consumer trust.



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