Italian manufacturer Gruppo Tonazzo has announced it will cease all activities related to making meat-based products at the end of this year.

Instead, it will concentrate on producing plant-based alternatives via its long-standing Kioene brand.

The Padua-based business, which can trace its origins back 136 years to a single butcher’s shop, said it wants to “make our contribution to the protection of the planet and an increasingly conscious diet”.

The volte-face in the family-run business’ strategy has come after a period of deliberation and after experiencing growth in its 100 SKU plant-based brand Kioene, established in the 1990s, on which it will now focus all of its investments.

Kioene’s portfolio of refrigerated and frozen products includes burgers, bites, falafel and cutlets, using ingredients such as aubergine, broccoli and kale.

After 31 December, the company's existing plants will concentrate on creating plant-based products.

The Villanova di Camposampiero-based company said its employees involved in the meat division - producing burgers, steaks and meatballs - will be offered the chance to continue working for the company.

Company director Stefano Tonazzo said: "Our family has been involved in meat for five generations but, at the same time, almost 40 years ago it triggered an unstoppable change by introducing alternative products based on vegetable proteins to the market.

"With this same innovative and forward-looking spirit, today we announce the decision to close all our activities in the meat sector to focus all our efforts and investments on vegetable proteins and the Kioene brand."

Fellow director Albino Tonazzo added: "This is a choice that we have carefully pondered in the family and shared with our collaborators, a decision with which we want to make our contribution to the protection of the planet and an increasingly conscious diet.”