{"id":114362,"date":"2025-03-03T11:32:21","date_gmt":"2025-03-03T10:32:21","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=114362"},"modified":"2025-03-03T11:32:22","modified_gmt":"2025-03-03T10:32:22","slug":"le-boursin-vegetal-fait-son-entree-chez-carrefour","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/le-boursin-vegetal-fait-son-entree-chez-carrefour\/","title":{"rendered":"Le Boursin V\u00e9g\u00e9tal fait son entr\u00e9e chez Carrefour"},"content":{"rendered":"\n<p>Avec le lancement d&rsquo;un Boursin 100 % v\u00e9g\u00e9tal, le producteur <strong>Bel <\/strong>entend contribuer \u00e0 une alimentation plus durable. En Belgique, c&rsquo;est <strong>Carrefour<\/strong> qui l&rsquo;a pr\u00e9sent\u00e9 en avant-premi\u00e8re. \u00ab Nous voulons changer les habitudes de consommation \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u00eame go\u00fbt, m\u00eame texture<\/h2>\n\n\n\n<p>Aujourd&rsquo;hui, les alternatives fromag\u00e8res v\u00e9g\u00e9tales ne repr\u00e9sentent qu&rsquo;une part de 1,5 % du march\u00e9 total du fromage. Cette part va bient\u00f4t augmenter, si l&rsquo;on en croit le groupe laitier Bel, producteur de marques connues telles que La Vache Qui Rit, Babybel, Boursin, Maredsous et Kiri. Dans une interview accord\u00e9e \u00e0 RetailDetail, Mohamed Zariouhi, directeur g\u00e9n\u00e9ral de Bel Benelux, a r\u00e9cemment confirm\u00e9 que le fabricant visera bient\u00f4t \u00e0 tirer <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/interview-mohamed-zariouhi-bel-vers-un-nouvel-equilibre-entre-consommation-animale-et-vegetale\/\">la moiti\u00e9 de ses ventes de produits d\u2019origine v\u00e9g\u00e9tale<\/a>.<\/p>\n\n\n\n<p>Une nouvelle \u00e9tape dans cette ambition est le lancement de Boursin V\u00e9g\u00e9tal : une nouvelle variante \u00e0 base d&rsquo;huile de coco et de pommes de terre, entre autres, avec le m\u00eame m\u00e9lange d&rsquo;ail et de fines herbes. \u00ab Le go\u00fbt et la texture sont un grand d\u00e9fi lorsqu&rsquo;il s&rsquo;agit de d\u00e9velopper des alternatives \u00e0 base de plantes \u00bb, explique M. Zariouhi. La version v\u00e9g\u00e9tale est donc fabriqu\u00e9e dans l&rsquo;usine Boursin de Pacy-sur-Eure, en France, par les m\u00eames personnes qui fabriquent le Boursin original. \u00ab Nous avons tout fait pour que cette version soit la plus proche possible de l\u2019originale. Lors du lancement, il y avait des gens qui ne croyaient pas qu&rsquo;ils d\u00e9gustaient un produit v\u00e9g\u00e9tal \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pacte de transition alimentaire<\/h2>\n\n\n\n<p>Car les produits d&rsquo;origine v\u00e9g\u00e9tale ne sont pas r\u00e9serv\u00e9s aux v\u00e9g\u00e9taliens, souligne notre interlocuteur : \u00ab La plus forte demande vient des flexitariens, qui mangent encore un peu de viande et de produits laitiers, mais qui r\u00e9duisent consciemment leur consommation de produits d&rsquo;origine animale pour des raisons environnementales et de sant\u00e9. \u00bb Mais ce qui ralentit l&rsquo;acc\u00e9l\u00e9ration des cat\u00e9gories v\u00e9g\u00e9tales, c&rsquo;est l&rsquo;offre. Les consommateurs ne sont pas pr\u00eats \u00e0 faire des compromis sur le go\u00fbt. Une marque comme Boursin ne devrait pas d\u00e9cevoir les consommateurs sur ce plan.<\/p>\n\n\n\n<p>Bel lance actuellement Boursin V\u00e9g\u00e9tale en Europe et en Am\u00e9rique du Nord. En Belgique, Carrefour a eu la primeur. C&rsquo;est un excellent partenariat, d\u00e9clare Pascal L\u00e9glise, responsable de la politique de d\u00e9veloppement durable chez le distributeur. \u00ab&nbsp;Bel a \u00e9t\u00e9 l&rsquo;un des premiers acteurs internationaux \u00e0 signer le pacte de transition alimentaire avec notre PDG Alexandre Bompard. Cela illustre notre partenariat de longue date. Ce lancement vient \u00e9galement compl\u00e9ter notre gamme plant-based. Nous sommes l&rsquo;un des pr\u00e9curseurs dans ce domaine \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ne culpabiliser personne<\/h2>\n\n\n\n<p>Le grand d\u00e9fi consiste maintenant \u00e0 faire go\u00fbter le nouveau Boursin v\u00e9g\u00e9tal aux consommateurs. Apr\u00e8s tout, il s&rsquo;agit encore d&rsquo;une cat\u00e9gorie tr\u00e8s petite. En pr\u00e9sentant les variantes v\u00e9g\u00e9tales dans le rayon des fromages, les consommateurs de produits laitiers traditionnels peuvent d\u00e9couvrir les alternatives. En outre, Bel soutient le lancement avec une campagne outdoor, des d\u00e9gustations et une communication num\u00e9rique. \u00ab Il s&rsquo;agit d&rsquo;une nouvelle cat\u00e9gorie et nous devons \u00eatre patients. Nous ne nous contentons pas de lancer un nouveau produit, nous voulons changer les habitudes de consommation.&nbsp;\u00bb<\/p>\n\n\n\n<p>Le choix de la bonne d\u00e9nomination est \u00e9galement important. Bel a choisi pour plant-based ou v\u00e9g\u00e9tal. \u00ab Je ne suis pas s\u00fbr que cela plaise \u00e0 tout le monde \u00bb, d\u00e9clare Zariouhi. \u00ab Nous devrions viser des normes au niveau de la cat\u00e9gorie afin que les consommateurs comprennent parfaitement ce qu&rsquo;ils ach\u00e8tent lorsqu&rsquo;ils ach\u00e8tent des alternatives v\u00e9g\u00e9tales au fromage ou \u00e0 la viande. \u00bb Avec une marque bien connue comme Boursin, les gens ont encore un cadre de r\u00e9f\u00e9rence ; avec une nouvelle marque, c&rsquo;est plus difficile.<\/p>\n\n\n\n<p>De plus, le producteur ne veut pas culpabiliser qui que ce soit de manger des prot\u00e9ines animales, mais souhaite mettre en avant de mani\u00e8re positive la consommation de prot\u00e9ines v\u00e9g\u00e9tales. \u00ab Il ne faut pas opposer les deux. Une alimentation saine est une alimentation vari\u00e9e.&nbsp;\u00bb D&rsquo;autres variantes de Boursin V\u00e9g\u00e9tal seront lanc\u00e9es en 2026.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avec le lancement d&rsquo;un Boursin 100 % v\u00e9g\u00e9tal, le producteur Bel entend contribuer \u00e0 une alimentation plus durable. En Belgique, c&rsquo;est Carrefour qui l&rsquo;a pr\u00e9sent\u00e9 en avant-premi\u00e8re. \u00ab Nous voulons changer les habitudes de consommation \u00bb.<\/p>\n","protected":false},"author":3,"featured_media":114360,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[1605,87],"topic":[373,488],"region":[],"class_list":["post-114362","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-bel","company-carrefour","topic-durabilite","topic-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le Boursin V\u00e9g\u00e9tal fait son entr\u00e9e chez Carrefour - RetailDetail BE<\/title>\n<meta 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