Bonduelle Unveils New Brand Identity and Launches 'Let Good Win' Campaign
Bonduelle is undergoing a major renewal of its brand identity and rolling out a communication campaign centered on the message 'Let Good Win'. This transformation aims to strengthen the company's positioning around plant-based products and better meet consumer expectations.
A New Visual Identity and a Strong Positioning
The relaunch revolves around a major visual transformation: a new, more assertive shade of green that reaffirms the brand's historical connection with nature and plant-based food, a sharper and harmonized logo for increased consistency across all markets, and a packaging redesign that places the leaf at the center as a value marker. The packaging also incorporates a quality seal highlighting the nutritional benefits of vegetables. The message 'Let Good Win' becomes the guiding thread of this communication, adapted to different European markets. This transformation meets the ambition to place plant-based food at the heart of consumers' daily lives by combining what is good for health, the planet, and taste.
Consumer Presence Materialized by a Pop-Up in Paris
In April 2026, Bonduelle will open BONBONBON, a temporary restaurant located at 11 rue des Déchargeurs, in the heart of the Les Halles district in Paris (1st arrondissement). This venue physically embodies the 'Let Good Win' campaign by transforming plant-based food into an accessible and tasty experience. The rollout of this relaunch covers ten European countries.
