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Product concept: Jack’s Secret

Over the summer, the innovation team worked hard on Jack’s Secret products. We developed a whole new concept consisting of 4 jackfruit products. Jackfruit is a natural ingredient, healthy and rich in fibre.

The aim of Jack’s Secret is to make people eat less meat by offering (snack) products consisting of a mix of jackfruit and beef (50/50). We want to strengthen the food transition with a powerful product concept and a positive, sustainable contribution to the market.

Mix of jackfruit and beef

Studio Katja Gruijters developed the ‘half and half’ concept. The driven modern butcher, the specialist, brings together tradition and innovation through his passion. Today’s meat consumer eats less meat, and aims for healthier living and a better world.

That is why our new burger combines the best of both worlds: 50% tender, juicy beef and 50% nutritious, fibre-rich jackfruit. This makes for a delicious, responsible choice while retaining flavour. With natural seasoning and lovingly prepared, the new products offer a fresh take on artisanal indulgence.

Taste our new products

In collaboration with Sample Kitchen, we developed the flexburger, stew, croquettes and meatballs. On 17 October, the Jack’s Secret tasting event took place and the products were introduced. Guests were pleasantly surprised!

If you missed the tasting, you’ll get a second chance at hospitality industry fair Horecava in January 2025. Via City Sales, you’ll be able to find and taste the products. The attractive packaging was designed by Snow Donuts and is suitable for food service.