After the boom in sales of charcuterie in supermarkets in 2020, Fleury Michon wants to confirm its return to form.
Mistreated in recent years, to the point of losing its leading position in the ham departments in favor of Herta, the Vendée group managed to stabilize last year.
Alongside an overhaul of its packaging, it has revised 50% of its offer to diversify it and adapt it to the different expectations of consumers.
“We can no longer just play the good card.
And on the drive, we were late ”,
decrypts Jean-François Fournier, general manager of the self-service offer of Fleury Michon, which weighs 660.7 million euros in turnover in 2020 (+ 8.3 % over one year).
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Herta is investing heavily in France
In a context where the purchasing power of the French is strained, the group is developing the entry level by launching “Simply good”, a range 10% cheaper per kilo than its previously most economical offer (the upper one). .
For more engaged consumers, he is launching a nitrite-free range with a color
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