Colruyt Group launches Boni Plan’t:more than 100 plant-based products now even more accessible

Wednesday, February 12, 2025

Colruyt Group is launching a new sub-brand within Boni Selection. Alongside Boni Eco and Boni Bio, Boni Plan’t is now available in the group’s food stores. ​ With around 100 plant-based products, the new range is now even easier to recognise thanks to its brand-new packaging.The primary aim of Boni Plan’t is to make plant-based food accessible through an affordable, varied, and delicious range. This allows consumers, regardless of their dietary preferences, to make more conscious and sustainable choices. At the same time, Colruyt Group is making significant progress towards its protein shift ambitions.

A widely accessible and recognisable plant-based assortment

With a total of around 100 products, ranging from plant-based drinks and desserts to tinned food, meat alternatives, sandwich fillings, and dry goods, Colruyt Group aims to make plant-based eating more accessible to everyone.

Since Boni Selection was launched twelve years ago, Boni Plan’t has become the third sub-brand to be introduced (alongside Boni Bio and Boni Eco). This marks an important milestone in the journey of Colruyt Group’s own brand. Boni Plan’t unites a wide selection of existing vegan and vegetarian Boni products under one name, featuring a fresh look with a distinctive light cream colour. ​ This helps customers easily find the products throughout the store. Ilka Lannau, Head of Private Label at Colruyt Group, explains: "We notice that people still find it challenging to navigate the plant-based range in supermarkets. With our Boni Plan’t selection and the communication around it, we aim to inspire customers and show them that with small changes and gradual steps, it’s easier to incorporate plant-based foods into their diet."

During the first half of 2025, several brand-new products will be added to the Boni Plan’t range. These include 100% crunchy peanut butter and a creamy variant, plant-based cream and meat substitutes, a plant-based parmesan alternative, and various plant-based yoghurt options. The goal is to further expand the Boni Plan’t range in the future with relevant products for customers, both in depth and breadth. To achieve this, Colruyt Group closely monitors market developments and emerging trends.

Contributing to an affordable, healthy, and balanced diet for everyone

Boni offers a suitable solution for everyone, regardless of their dietary preferences. Boni Plan’t is not just for those who follow a strictly vegetarian or vegan diet. The growing group of flexitarians will also appreciate this sub-brand. "We see that more and more people are choosing a ‘flexitarian’ approach, where they seek a balance between animal and plant-based foods in their weekly meals. Smaller amounts of minimally processed animal products can fit perfectly into a healthy, balanced diet. Of course, we continue to focus on this in our stores as well," says Ilka Lannau.

The launch of Boni Plan’t also aligns with Colruyt Group’s goals to contribute to a more sustainable food system. It serves as a key driver in the retailer’s health-focused ambitions. It also supports the commitment to the Green Deal Protein Shift. Ilka Lannau: "The strength of the protein shift lies in striving for a more plant-based foundation rather than completely eliminating animal products, as they also have their value. Boni Plan’t makes plant-based eating easier and more affordable than ever. For every meal, we offer a delicious alternative with top quality at an affordable price – just as customers expect from Boni Selection."

Focus on taste: inspiringly delicious

Great taste was, of course, a priority. To make plant-based eating even more appealing, Colruyt Group collaborated with recipe developers. They created simple and inviting recipes that feature on Boni Plan’t packaging and in the Xtra app. "These recipes make it even easier to prepare surprising and tasty dishes using Boni Plan’t products. We hope to be a continuous source of inspiration for everyone," concludes Ilka Lannau. An example of such a recipe is the Pad Thai with plant-based bits and a cauliflower curry with falafel balls.

Collect points for free Boni Plan’t products with Xtra from end of February

To bring the range even closer to customers during the launch period, Boni Plan’t has been selected as the next free product to save for. ​ Starting from end of February, customers can collect points when purchasing products with a favourable Eco-score. These points can then be redeemed for free Boni Plan’t products. In particular, it concerns the vegetarian nuggets, schnitzel and falafel, and the guacamole and hummus spreads.

*Clear Sustainability Goals: The launch of Boni Plan’t aligns with Colruyt Group’s commitment to a more sustainable food system.

• Reducing environmental impact: By 2035, we will halve the environmental impact of the products we sell.
• Encouraging more sustainable consumption patterns: By 2030, 50% of our recognised customers will display more sustainable consumption patterns.
• Protein transition: By 2028, 60% of the proteins in our sold products will come from plant sources and 40% from animal sources.