Colruyt Group, a leading retailer in Belgium, has recently launched a new sub-brand: Boni Plan’t. This initiative is part of its well-established Boni Selection line and aims to make plant-based products more accessible and affordable for consumers. By rebranding over 100 existing meat-free offerings under this new label, Colruyt is simplifying the shopping experience for those looking to adopt a more plant-forward diet. To ensure customers can easily identify Boni Plan’t products, the group has introduced a fresh, light cream-colored packaging design.
The Variety of Boni Plan’t Offerings
The Boni Plan’t line features an impressive array of products, including plant-based milks, desserts, canned items, meat alternatives, sandwich spreads, and dry goods. With a keen eye on flexitarians, vegetarians, and vegans alike, Colruyt is catering to a growing market. Looking ahead to the first half of 2025, the retailer plans to expand the range further by introducing new items, such as peanut butter and dairy substitutes like cream, yogurt, and parmesan. Colruyt Group is committed to staying attuned to market trends, ensuring that their product lineup continues to evolve in response to consumer needs.
Commitment to Sustainability
This new sub-brand aligns with Colruyt Group’s broader environmental commitments, sitting alongside its existing Boni Eco and Boni Bio initiatives. Together, these programs support the Green Deal Protein Shift, which aims to achieve a dietary landscape where 60% of protein consumption comes from plant sources by 2030. This goal reflects the company’s dedication to promoting healthier eating habits.
Starting at the end of February, shoppers will also have the chance to earn rewards through the Colruyt Xtra app when they purchase products that boast a positive Eco-score. The accumulated points can be redeemed for complimentary items from the Boni Plan’t line, enhancing the appeal of choosing eco-friendly options.
Recognition and Future Goals
Recently, Colruyt was recognized as Belgium’s third-most vegan-friendly supermarket, marking a significant achievement as it surpassed Carrefour for the first time.
According to the Head of Private Label at Colruyt Group, navigating the plant-based aisles can be challenging for many consumers. Through the introduction of Boni Plan’t and targeted marketing efforts, the group intends to inspire shoppers by showcasing that even small changes can facilitate the inclusion of more plant-based foods in their diets. With this fresh approach, Colruyt Group is not just expanding its product range; it’s creating a movement towards a more sustainable future in grocery shopping.
Source: Vegconomist