After having conquered more than 4,000 stores, yacon syrup takes a step forward with national arrival at Carrefour.
Help reduce sugar consumption with a natural alternative, little transformed and easy to integrate into everyday life : this is Yacon’s goal & Co. Previously distributed mainly in specialized organic networks, yacon syrups Yacon & Co are now available in nearly 1,000 Carrefour Hyper and Carrefour Market stores throughout mainland France.. A strategic step forward for the company, who wants to take yacon out of its niche to introduce it to as many people as possible. For the brand, this entry into mass distribution is accompanied by an evolution : in order to make yacon more accessible, Yacon & Co launched a conventional version of its syrup and reduced its selling price by 34%. The two references Nature and Vanilla are sold at the recommended retail price of 6,99 € TTC pour 235 g. For the business, this reduction constitutes a lever for the democratization of the product. Because if yacon has been attracting consumers who are most aware of nutritional issues for several years, its access still remained limited for the general public.
Consumer expectations
They are characterized by the search for naturalness, transparency in ingredient lists, and by alternatives to ultra-processed products. In the sugar aisle, this expectation is reflected in the growing demand for simpler and natural products. From a tuber originating from the Andes, yacon syrup has a naturally caramelized taste and is easy to use daily in coffee, yogurts, les pancakes, or even pastries. Naturally rich in prebiotic fiber (FOS), it also displays a Nutri-Score A. Today, yacon syrup Yacon & Co is the only sweetener benefiting from this rating.
In the sugar aisle, a new category
Beyond simple referencing, this arrival marks the gradual entry of a category still little represented in mass distribution : that of natural alternatives to sugar reduced in sugar. For Yacon & Co, the challenge now is to make yacon known to the general public and to help modernize an area that has changed little for several decades. “We are convinced that natural alternatives must find their place on the shelves of mass distribution”, states Raphaella Nolleau, co-founder of Yacon & Co. Today, Yacon & Co, today it is a team of 10 people in France and 30 people in Peru. Its production site is located in this country.
