With an affordable and varied range of around 100 plant-based products in recognisable packaging under the Boni Plan’t sub-brand, Colruyt Group wants to make plant-based food more accessible.
Further expanding the range
Colruyt Group’s private label has a new sub-brand: in addition to Boni Eco and Boni Bio, Boni Plan’t is now available in food stores. This 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. It involves some 100 products, from plant-based drinks and desserts to preserves, meat substitutes, spreads and dry foods.
In the first half of 2025, the retailer will add 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 yoghurt. The range will continue to grow thereafter, both in depth and breadth.
For flexitarians
During the launch period, shoppers can save points for free Boni Plan’t products in the Xtra app. With the new private brand, Colruyt Group is not only targeting people who eat exclusively 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’s easier to incorporate plant-based foods into their diet,’ says Ilka Lannau, head of Private Label at Colruyt Group.
