McCormick & Co. has stepped up its presence in France’s organic category.
The US food giant has added to the one Vahiné-branded organic SKU on sale in France and decided to take its Ducros brand – which so far had no organic products in its range – into the sector.
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McCormick is now marketing ten Vahiné organic SKUs in France, with the new Ducros range comprising 12 products. The company plans to broaden the ranges, although it did not give a timetable for any further launches.
“The French are more and more attentive to what they eat and have developed new expectations about their health and well-being. Consumers have therefore become more and more demanding, looking for more tastes, new flavours and a certain well-being,” McCormick said in a statement explaining the product development.
Citing Kantar data for 2016, the company added: “They want to take charge of their consumption. This is reflected in the enthusiasm for considered as healthier and more natural: in France, nine out of ten consumers buy organic and 78% consider organic is a solution to environmental problems.”
The new products are being stocked in the organic aisles of French stores, away from where conventional Vahiné and Ducros lines are usually merchandised.
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By GlobalDataThe line of Vahiné-branded organic dessert ingredients include raisins, powdered almonds and food gelatin.
The Ducros range includes thyme, curry powder and paprika.
