Canning preserves

‘Canning preserves!’ is the slogan being promoted on social media across France. Founded in 1853 by two friends, including Louis Antoine Bonduelle, the French brand Bonduelle originated in Lille in northern France. One of the region’s historic factories is, in fact, still in operation.

However, since 2020, the brand has experienced a certain slowdown in its growth, with a financial health that is less robust than it was 20 years ago. Yet in France, 97 per cent of consumers are familiar with the brand.

It is therefore on the Bonduelle brand that the group wishes to focus for the future. The opening of a pop-up store called BONBONBON in central Paris (Les Halles district) is part of this strategy. It aims to do much more than simply sell tinned food, offering a genuine ‘plant-based experience’ where ‘goodness wins out.’

Image: Dominique Huret

Bonduelle does not offer ‘organic’ products but rather ‘green’ ones, wishing to keep its products accessible to all. A new, more refined design conveys a clearer identity, illustrating the brand’s relaunch.

Designed as a space combining a restaurant and a shop, BONBONBON Paris invites visitors to discover all aspects of plant-based living through a comprehensive experience.

In the shop, BONBONBON Paris offers a selection of Bonduelle’s must-have products and latest innovations. This approach creates a direct link between the in-store experience and everyday life, demonstrating in practical terms how to incorporate more vegetables into one’s diet in a simple and appealing way. Through this experience, Bonduelle reaffirms its commitment to making plant-based foods more appealing and easier to adopt, by connecting with contemporary and inspiring moments of consumption.

More than just a pop-up venue, BONBONBON Paris is designed to be an open-air laboratory. This innovative format allows Bonduelle to get as close as possible to consumers, observe usage patterns, gather feedback and test new ideas in a real-world context.

“We want to remain a benchmark for consumers, a well-known and reassuring brand,” explained Nicolas Dron, marketing director at Bonduelle. “Accessible, easy and economical – it’s in a tin and keeps well.”

Dominique Huret (she/her), Cape Decision journalist

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