After shaking up the morning meal market in Benelux and the United Kingdom, the Dutch brand chooses France to pursue its ambition : awaken a sector long dominated by historical actors.
For its launch, the brand with a joyful and colorful tone joins forces in France with Carrefour, where three crunchy muesli references are now available exclusively in nearly 4,000 stores. By its recipes without added sugars and without sweeteners, and thanks to its resolutely offbeat brand universe, Holie’s intends to demonstrate the possibility of reconciling indulgence and nutritional quality without compromising on pleasure.. The brand's adventure begins in 2018 in Amsterdam. It is based on an observation : in recent decades, the breakfast section has changed very little. And behind the “healthy” promises of products, large quantities of added sugars are still too often hidden., while more balanced alternatives struggle to seduce with their taste or their image. The founders, Merick Schoute, former retail specialist at Ahold Delhaize, he Valentine of Santvoort, brand strategist formerly with Havas, MediaMonks and Vice, then imagine a brand capable of shaking up the codes of the category.
A bet won
In a few years, the Holie’s company has established itself in around ten European countries. Between 2021 and 2025, it posted an average annual growth of 80% ! Anticipating a turnover of 29 million euros in 2026 (+49% compared to 2025), it now offers a portfolio of 36 cereal and bar references. The brand is also B Corp certified, with a score of 126,2 which places it among the highest rated food companies in the world on social and environmental impact criteria.
France, the ideal challenge
And if in this development, France easily finds its place, the reason is well known. “It’s a country where food plays a central role”, explique Merick Schoute. “It is also a market that has long been dominated by historic brands. For us, the conditions were therefore ideal. We did not come to reproduce what already exists, but propose a new way of approaching breakfast : less sugar, better ingredients, and a brand that fully embraces its personality. The Carrefour brand shares this ambition to change eating habits and has established itself as the natural partner for our French launch.. »
Paris awakens… with Holies
Faithful to its offbeat tone, the campaign is imagined around a universal symbol of the morning : the bed. A video features a huge pink bed roaming the streets of Paris while simultaneously a communication device is deployed on Instagram, TikTok, and in urban display with two wallscapes (giant billboards) installed on rue Lafayette and rue des Tournelles, as well as through a product offering from around thirty content creators.
First three references
For his arrival in France, Holie’s launches three Crunchy Muesli references : Protein Chocolate, Protein Nuts, et Protein Peanut Butter. For each, the same philosophy : no added sugar, no sweetener, a sweetness exclusively provided by natural ingredients such as dried fruits and chicory root fiber. Recipes rich in fiber. All three are classified Nutri-Score A.
