FLEURY MICHON
Making plant-based accessible to everyone
The challenge
Take a clear position in the fast-growing plant-based market by evolving Fleury Michon from charcutier to France’s leading provider of high-quality protein.
Our response — powered by our blackbox approach
Developed through an iterative design thinking process in collaboration with 16 flexitarian families, the positioning and final creative platform were built to challenge the dominant “meat analog” codes.
Instead of promising the indulgence of eating meat, we chose radical transparency: clear labelling that celebrates the naturalness and multi-sensory richness of legumes. Lentils, white beans and chickpeas boldly express their colours and flavours—leaving no doubt about what’s inside. The recipes is free from ultra-processed ingredients.
Rather than targeting young vegan and vegetarian consumers through urban and trendy packaging cues, we focused on inclusivity: accessibility, simplicity and everyday use. A way to engage families and make adoption easy through relatable consumption occasions.
Results & impact
One of the best launches of 2024: 18 million* vegetarian slices sold between April and December 2024, reaching over 1.5 million households (Kantar), and securing the #1 position in the vegetarian charcuterie market with 69.5% market share (Circana Total France FY 2024).
