Colruyt Group launches plant-based private label Boni Plan’t

A strong plant-based proposition is high on the agenda for many multiples. Delhaize was the first to roll out their ambitions some 3 years ago followed by Albert Heijn with their Terra range, also in Belgium.   This time Colruyt  is launching a new sub-brand within their private label Boni Selection. In addition to Boni Eco and Boni Bio, Boni Plan’t is now on the shelves: plant-based products, extra recognisable through a new packaging. The main goal is to make plant-based food accessible through an affordable, varied and tasty range.

It involves some 100 products, from plant-based drinks and desserts to preserves, meat substitutes, spreads and dry foods.

In the first half of this year, the retailer will add new references such as the 100% peanut butter crunchy and creamy variant, plant-based cream and some plant-based alternatives to yoghurt. The range will continue to grow thereafter, both in depth and breadth.

During the launch period, shoppers can save points for free Boni Plan’t products in the Xtra app. With the new private label, 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 products in their weekly menu.

‘We find that it is often still a challenge for people to find their way around the plant-based offer in the supermarket. With our Boni Plan’t range and the communication around it, we want to inspire customers and show them that with small adjustments you can also eat plant-based food more easily,’ says Ilka Lannau, who is responsible for private labels at Colruyt Group. To make plant-based eating extra inspiring, Colruyt collaborated with recipe developers. They created accessible and inviting recipes that appear on Boni Plan’t packaging and in the Xtra app.

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