Belgian Colruyt Group wants to make plant-based food more accessible, adding a range of around 100 plant-based products in recognisable packaging under a new private label sub-brand.
Further expanding the range
In addition to Boni Eco and Boni Bio, the new sub-brand Boni Plan’t is now available in food stores. This sub-brand brings together a wide range of the existing vegan and vegetarian Boni products under one name, in recognisable packaging with a light cream colour. The range involves some 100 products, from plant-based drinks and desserts to preserves, meat substitutes, spreads and dry foods.
In the first half of the year, the retailer will be adding new references, such as the 100 % peanut butter (crunchy and creamy variant), plant-based cream and meat substitutes, a plant-based version of parmesan and some plant-based alternatives to yogurt. The range will continue to grow thereafter, both in depth and breadth.
With the new branding, Colruyt Group is not only targeting people who exclusively eat vegetarian or vegan, but also the ever-growing group of flexitarians, who are looking for a combination of animal and plant-based in their weekly menu. “We notice that people still find it challenging to navigate the plant-based range in supermarkets. With our Boni Plan’t selection and the communication around it, we aim to inspire customers and show them that with small changes and gradual steps, it is easier to incorporate plant-based foods into their diet”, Ilka Lannau, head of Private Label at Colruyt Group, explains.
