Corporate Engagement

A ProVeg success story: Dutch company releases plant-based coconut macaroons


Madame Cocos is a Dutch company that specialises in coconut macaroons, a coconut-based pastry sold at markets, festivals, cafes and restaurants. This sweet delight is now available in three plant-based flavours – thanks to the assistance of ProVeg Corporate Engagement.

Macaroons without eggs

ProVeg first collaborated with Madame Cocos in 2018. During a six-month period, three plant-based flavours were developed and perfected: natural, lemon curd, and dark chocolate and tumeric. “It’s a real challenge to veganise a product in which eggs make up one third of the ingredients”, explains Martine van Haperen, product developer at ProVeg. She applauds Madame Cocos for taking on the challenge, as a variety of experiments were needed to find the optimal formula. At the time, the three plant-based flavours were exclusively available as ready-to-eat macaroons. However, given that festivals, cafes, and restaurants have been put on hold for the time being, Madame Cocos has now launched the three plant-based flavours as raw coconut pastry which can be ordered online from the new Madame Cocos webshop and which come in a handy envelope that fits through mail slots.

Madame Cocos ‘Dark chocolate and tumeric’ – one of three new plant-based macaroon flavours. Photo: Madame Cocos

ProVeg Corporate Engagement: supporting the food industry

One of the goals of ProVeg’s Corporate Engagement department is to guide and assist plant-based companies such as Madame Cocos. Our food-industry experts help with the initial developments in the hope that companies continue developing new plant-based products independently. ProVeg initially worked with Madame Cocos on the ready-to-eat macaroons and now, two years later, Madame Cocos have released the three flavours in the raw version. Johma, another Dutch company, also released two extra plant-based salads after a successful collaboration with ProVeg a year earlier, while HEMA, the producer of a famous Dutch apple crumble, also changed their recipe to a plant-based version after consulting with ProVeg.

Be part of a booming plant-based industry

At ProVeg Corporate Engagement, we work with stakeholders of the food industry to support the growth of the plant-based sector.

Accelerating the plant-based sector

ProVeg aims to reduce the global consumption of animal products. To achieve this goal, ProVeg encourages individuals to eat more plant-based foods while also helping to increase the availability of plant-based products by working with food producers, retailers, and caterers by assisting with the development of high-quality plant-based products. Additionally, by collaborating with governments, public institutions, and the food industry, ProVeg is helping to make plant-based products accessible to the widest possible market.

Help us create change

Support Proveg in accelerating the innovative food and alternative protein sector.


Latest updates and news

ProVeg Workshop at UNEA-6

What is UNEA-6 and why is ProVeg going?

ProVeg will participate in the sixth session of the United National Environmental Assembly, marking the third time our UN Advocacy team will be represented.

Cat and dog in grass

Can you feed your dog or cat a plant-based diet?

Recent research suggests that there is little evidence of negative health outcomes in dogs and cats that are fed nutritionally complete plant-based diets.

Looking back on COP28 and forward to COP29

The UN Advocacy Team at the UN Climate Change Conference (COP28) Now that all the dust has…

Gain insights and explore the latest nutrition, climate, … news.

Subscribe now to receive…

  • Nutrition advice & plant-based recipes.
  • Updates on our work and projects.
  • And information on how you can support what we do.

Subscribe to the ProVeg Living Newsletter