{"id":46397,"date":"2021-02-04T13:29:35","date_gmt":"2021-02-04T13:29:35","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/la-societe-mere-de-becel-lance-le-fromage-vegan-et-la-margarine-booster-dimmunite-en-2\/"},"modified":"2021-02-04T13:29:35","modified_gmt":"2021-02-04T13:29:35","slug":"la-societe-mere-de-becel-lance-le-fromage-vegan-et-la-margarine-booster-dimmunite-en-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/la-societe-mere-de-becel-lance-le-fromage-vegan-et-la-margarine-booster-dimmunite-en-2\/","title":{"rendered":"La soci\u00e9t\u00e9 m\u00e8re de Becel lance le fromage v\u00e9gan et la margarine booster d&#039;immunit\u00e9 en Belgique"},"content":{"rendered":"<p><span style=\"background-color:white\"><strong>Upfield<\/strong>, anciennement la division margarine d&rsquo;\u00a0<strong>Unilever<\/strong>, mise activement sur la carte des produits v\u00e9g\u00e9taux et sains. Les alternatives au fromage v\u00e9ganes de\u00a0<strong>Violife\u00a0<\/strong>sont d\u00e9sormais aussi disponibles en Belgique, tandis que\u00a0<strong>Becel\u00a0<\/strong>Proactiv ne combat plus seulement le cholest\u00e9rol mais renforce \u00e9galement l&rsquo;immunit\u00e9.<\/span><\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2><span style=\"background-color:white\">20% des Belges<\/span><\/h2>\n<p><span style=\"background-color:white\">En 2019, environ 20% des Belges avait d\u00e9j\u00e0 adopt\u00e9 une alimentation \u00e0 base de produits v\u00e9g\u00e9taux, dont 9% de v\u00e9g\u00e9tariens, tout autant de de flexitariens et 1% exclusivement v\u00e9g\u00e9taliens. L&rsquo;int\u00e9r\u00eat croissant pour la sant\u00e9, stimul\u00e9 par la crise du coronavirus, a potentiellement pouss\u00e9 ces chiffres \u00e0 la hausse. En 2020, 44% des consommateurs belges ne consid\u00e9raient plus la viande comme un \u00e9l\u00e9ment essentiel du repas, tandis que 36% associaient l&rsquo;alimentation v\u00e9g\u00e9tale \u00e0 la sant\u00e9.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Upfield, la soci\u00e9t\u00e9 m\u00e8re de Becel, Bertolli, Solo et de la marque relativement nouvelle Violife, est donc d\u00e9termin\u00e9e \u00e0 se d\u00e9velopper sur le march\u00e9 des aliments v\u00e9g\u00e9taux. Bien que les margarines du groupe enregistrent aujourd&rsquo;hui un taux de p\u00e9n\u00e9tration du march\u00e9 de 90%, le producteur de \u00ab\u00a0graisses jaunes\u00a0\u00bb estime qu&rsquo;il est temps de se donner un nouvel \u00e9lan.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Asperges fa\u00e7on v\u00e9g\u00e9tale<\/span><\/h2>\n<p><span style=\"background-color:white\">En mars, Solo lancera une margarine 100% v\u00e9g\u00e9tale, destin\u00e9e aux amateurs de beurre qui recherchent une alternative saine et v\u00e9g\u00e9tale. L&#8217;emballage sera par exemple accompagn\u00e9 d\u2019une recette d&rsquo;asperges \u00e0 la flamande, pour convaincre les consommateurs de la similitude du produit avec le \u00ab\u00a0vrai\u00a0\u00bb beurre. Avec 45% de part de march\u00e9 dans la margarine de cuisine et une croissance de 16% en 2020, Solo commercialise cette variante avant tout comme un produit haut de gamme.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Parall\u00e8lement, Becel Proactiv, dont les principaux consommateurs sont d\u00e9sormais les plus de 50 ans pr\u00e9sentant un taux de cholest\u00e9rol \u00e9lev\u00e9, doit entamer une cure de rajeunissement. Bien que le volume des ventes ait augment\u00e9 de 4% en 2020, le d\u00e9partement R&amp;D a mis au point une version \u00ab\u00a0Pro-Immune\u00a0\u00bb, qui contribue \u00e0 renforcer les d\u00e9fenses naturelles gr\u00e2ce aux vitamines. Afin de s\u00e9duire les jeunes consommateurs \u00e9galement, le lancement est accompagn\u00e9 d&rsquo;une campagne t\u00e9l\u00e9vis\u00e9e et d&rsquo;une campagne num\u00e9rique.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<h2><span style=\"background-color:white\">Le v\u00e9g\u00e9talien au centre des d\u00e9cisions alimentaires<\/span><\/h2>\n<p><span style=\"background-color:white\">Cependant, Upfield esp\u00e8re surtout atteindre les jeunes gr\u00e2ce aux alternatives au fromage v\u00e9g\u00e9tales de Violife. Le march\u00e9 du fromage v\u00e9g\u00e9tal est encore infime, mais pour le producteur de margarine, cela t\u00e9moigne justement d\u2019un potentiel consid\u00e9rable et inexploit\u00e9. Le principal obstacle reste le go\u00fbt : les gens ach\u00e8tent du fromage pour se faire plaisir, le go\u00fbt doit donc \u00eatre au rendez-vous. Selon l\u2019entreprise, les v\u00e9g\u00e9taliens connaissent d\u00e9j\u00e0 Violife et l\u2019objectif est maintenant de convaincre les autres groupes de consommateurs de la qualit\u00e9 go\u00fbt.<\/span><\/p>\n<p><span style=\"background-color:white\">\u00a0<\/span><\/p>\n<p><span style=\"background-color:white\">Le marketing num\u00e9rique, fortement ax\u00e9 sur le contenu et les recettes, est un choix \u00e9vident pour le groupe cible majoritairement compos\u00e9 de jeunes, en plus de partenariats, comme avec Pizza Hut. \u00ab\u00a0Dans 40 \u00e0 50% des cas, le choix de l\u2019endroit o\u00f9 aller manger d\u00e9pend de la personne sujette \u00e0 des restrictions alimentaires dans le groupe, qu&rsquo;il soit question d&rsquo;allergie ou de v\u00e9g\u00e9tarisme. Et \u00e0 la maison, les millennials ont sans aucun doute aussi ce pouvoir de d\u00e9cision, ce qui nous am\u00e8ne naturellement \u00e0 cibler d&rsquo;autres g\u00e9n\u00e9rations \u00e9galement\u00a0\u00bb, fait \u00e9cho M. Upfield. Les alternatives au fromage Violife se d\u00e9clinent en huit produits r\u00e9partis en cinq cat\u00e9gories, du fromage r\u00e2p\u00e9 au tartinable. Un fromage reproduisant le go\u00fbt du Gouda a \u00e9galement \u00e9t\u00e9 mis au point sp\u00e9cialement pour le march\u00e9 belge.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Upfield, anciennement la division margarine d&rsquo;\u00a0Unilever, mise activement sur la carte des produits v\u00e9g\u00e9taux et sains. Les alternatives au fromage v\u00e9ganes de\u00a0Violife\u00a0sont d\u00e9sormais aussi disponibles en Belgique, tandis que\u00a0Becel\u00a0Proactiv ne combat plus seulement le cholest\u00e9rol mais renforce \u00e9galement l&rsquo;immunit\u00e9. \u00a0 20% des Belges En 2019, environ 20% des Belges avait d\u00e9j\u00e0 adopt\u00e9 une alimentation \u00e0 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":46394,"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":[],"topic":[],"region":[],"class_list":["post-46397","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La soci\u00e9t\u00e9 m\u00e8re de Becel lance le fromage v\u00e9gan et la margarine booster d&#039;immunit\u00e9 en Belgique - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Upfield mise activement sur la carte des produits v\u00e9g\u00e9taux et sains. 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