Belgian Retailer Colruyt Group Launches New Plant-Based Sub-Brand, Making 100+ Products More Accessible

Belgian retailer Colruyt Group has launched a new sub-brand, Boni Plan’t, featuring over 100 existing meat-free products under a new name to make plant-based food more accessible and affordable. The range includes products such as plant-based drinks, desserts, tinned food, meat alternatives, sandwich fillings, and dry goods, catering to flexitarians, vegetarians, and vegans. The brand aims to inspire consumers to incorporate more plant-based foods into their diet with new products being added to the range in the coming years.

Boni Plan’t joins two other sub-brands within Colruyt Group and supports the retailer's commitment to the Green Deal Protein Shift and health-focused ambitions. Customers can collect points through the Xtra app when purchasing products with a favourable Eco-score and redeem them for free Boni Plan’t products. The retailer aims to simplify shopping for plant-based consumers and hopes to show that with gradual steps, it is easier to incorporate plant-based foods into one's diet.