HappyVore, French leader in plant catering, launches Croq’Coulis, the result of three years of research and development and collaboration with independent research institutes and more than 100 consumers. A unique taste experience combining melting, crunchy and runny.
This innovation is part of a context where food pleasure remains a priority for the French., two-thirds of whom favor pleasure purchases in their budget, and in a growing trend towards flexitarianism, with more than 50% of French households declaring themselves flexitarian. With its new Croq’Coulis range, the key player in the plant-based catering category that is HappyVore aims to do nothing less than recruit more than 21 million French consumers by offering another gourmet and practical option ! The panel of testers of this new product confirmed a high purchasing intention : 88 %. For consumers surveyed, this new range meets the need for variety and indulgence, while remaining accessible and easy to prepare. With this innovation, HappyVore intends to position itself as the expert in gourmet plants. HappyVore already has a value market share of 1,7,3% in the third quarter of 2023.
Vegetables free themselves from imitation meat
“Croq‘Coulis is one of our greatest innovations, both from a product and consumer perspective. Until then, we offered a range of imitation meats, with products that resemble meat, to help the transition to a plant-based diet. Here, we decided to get out of this imitation market, with the sole objective of making an ultra-gourmet and 100% plant-based product. After several years of working with our consumers, chefs, nutritionists, suppliers, customers and the whole team, Croq’Coulis is finally ready. The result will revolutionize the plant market, we are convinced of it ! » explain Guillaume Dubois and Cédric Meston, co-founders of HappyVore. Croq‘Coulis is available in the vegetable catering section of all brands.
A strategic product for HappyVore
Two references are launched : Eggplant Croq’Coulis & heart tomato sauce and sweet potato Croq’Coulis, carrots & coconut curry heart. Innovation comes from new plant technology on the French and European market, combining the fondant of vegetables, the crunch of seeds and a flowing heart. The range is defined as meal cores, quick to prepare and easy to combine with everyday accompaniments, like vegetables and starchy foods. Rich in protein, source of fiber and omega 3, Croq’Coulis recipes are classified Nutri-Score A. The products are manufactured in France in the HappyVore factory located in Loiret. This innovation was voted flavor of the year 2024. To support the launch of Croq’Coulis, HappyVore deploys a 360° communication plan, including a digital campaign, sponsored competitions, a massive influence plan on social networks and tasting events in stores.
