Moving Consumers and Restauranteurs Towards Healthier and More Sustainable Diets
The Collaboration for Healthier Lives Coalition in France drives collective action of retailers, manufactueres and partners online and in-store to address the growing expectation of consumers in terms of healthier and more sustainable lives through flexitarian and plant-based recipes with the “On S’y Met – Let’s Do It!” initiative.
Collaboration for Healthier Lives (CHL) France aims to address the growing expectations of consumers in terms of wellbeing, healthier eating and self-care. This voluntary collaboration brings together private and public actors to work with a variety of local actors towards empowering consumers to live healthier lives and improving the quality of life for all.
In May 2023, Carrefour and Danone, co-chairs of CHL France, along with partners Alpro, Barilla, Bel, Bonduelle, Catalina, CPM, Savencia and Nutrition & Santé, convened at a Carrefour hypermarket in Montesson, for the launch of the “Meilleur du Vegetal” project with the goal of promoting flexitarian diets and continuing collaborative efforts that empower French consumers to live healthier lives.
The movement began in the city of Lyon in the first semester of 2019 with a series of in-store activations.
The city of Lyon and the greater Lyon area is a region already heavily involved in the field of global health and nutrition issues, rich in multiple projects and actors working towards better eating habits. The serves as the perfect backdrop for CHL France’s key projects to empower consumers towards healthier decisions.
A variety of key stakeholders have joined the movement. They include: Carrefour, Danone, INSEAD, BCG, Elan Edelman, Publicis, INRA, Institut du Commerce, Auchan, METRO France, Fleury-Michon, Nestlé, The Coca-Cola Company, Procter & Gamble, Kenvue, Savencia, Elior, Médiaperformances, L’Oréal, Roamler, French Tech One Lyon Saint Etienne, Obiz, Bel and Food Chéri.
To meet the demand from consumers in France seeking better eating habits, Carrefour and Danone built an unprecedented partnership with several other major national brands: Barilla, Bel, Mars Food, Savencia and Unilever, with the support of The Consumer Goods Forum.
The digital and in-store initiatives resulted in over 70% of consumers increasing flexitarian products in their shopping baskets and yielded a 189% increase in sales.
The in-store and digital collaborative initiative “Le Lundi C’est Veggie” “Mondays are Veggie” led through the CHL by Co-Chairs Carrefour and Danone with the engagement of Barilla, Bel, Bonduelle, Fleury Michon, Happyvore, Labeyrie, Nutrition Santé, Savencia and Unilever has won the prestigious SIRIUS Award in Sustainable Collaboration for encouraging the consumption of healthier and more sustainable recipes. This award which was held in Paris, 24th November 2022, showcases the importance of collaboration between key stakeholders which is vital to driving dietary change.
Carrefour and Danone along with partners Alpro, Barilla, Bel, Bonduelle, Catalina, CPM, Savencia and Nutrition & Santé, convened at a Carrefour hypermarket in Montesson, for the launch of the “Meilleur du Vegetal” project.
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