Pulse specialist Hari&Co renews its brand identity and expands its offering

The plant-based cuisine company, which was acquired by the Avril group less than a year ago, is multiplying its developments. These include a new brand platform and its entry into the aperitif product segment.

"Plant-based cuisine has found its chef," is the new signature of Hari&Co. Founded in 2014 by Emmanuel Brehier and Benoît Clisson, two young agricultural engineers, the plant-based product specialist brand has established itself on the market by highlighting its recipes based on organic vegetables grown in France.

A little less than a year ago, the Avril group (Lesieur, Puget) took a majority stake in the start-up, which has since multiplied its developments. These include a new brand platform and the brand's entry into the pulse-based aperitif product segment. Three references have been launched: a lentil-based empanada and two others, nems and samosas, based on a plant-based mince.

Launch of an economical format

The brand, which historically developed first in the frozen food aisle and then moved to fresh products, is returning to this sector with a plant-based mince in an economical and family-sized 400-gram format. Three recipes are being launched: a plain plant-based mince, a curry plant-based mince and a plant-based burger. The products are made in France without additives and without soy.

Hari&Co, which will celebrate its 10th anniversary in January 2025, intends to make this known through various events: from September, it will be running a television campaign on Canal+, in October, it will be the official partner of the Run in Lyon race and will be visible in Paris and major French cities.

Source: https://www.lsa-conso.fr/le-specialiste-des-legumineuses-hari-co-change-d-identite-graphique-et-etoffe-son-offre,456077

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