With more than 90% of its pork ham range now Nutri-Score B, even more recipes in Nitrite Free Preservation, an increase in the proportion of French sourcing and the development of environmentally friendly packaging, the family-owned company from Vendée is staying on course with its new supermarket self-service strategy and regaining value market share in pork ham.
Backed by a €120 million investment plan, Fleury Michon is continuing its transformation by stepping up the pace on nutritional requirements, French origin and the development of virtuous packaging.
1. Pork and poultry hams: accelerate the pace of change in our core business and once again become the driving force in charcuterie.
- Expand its range of charcuterie products in Nitrite Free Preservation (NFC)
- Improve the nutritional quality of its recipes
- Increase sourcing from France
2. Ready meals wooden-based tray: continue to develop a quality product that continues to win over consumers
- Continue to invest in wooden trays
- Continue to reduce the use of plastic
3. Surimi: meeting consumer demands for quality and environmental protection
- Continue to promote quality products
- Develop ever more environmentally-friendly packaging
With this clear and ambitious strategy, Fleury Michon's initial results are encouraging:
- Fleury Michon pork ham has a 17.2% share of the value market, up 0.6pt over the last 3 periods to 2021.
- In ready meals, the wooden tray has attracted more than 550,000 new buyer households in one year.
- In e-commerce, Fleury Michon is the leading brand contributing to gains in the pork ham category (Drive-through channel) - IRI CAM P13 2021
To the press compartment of FLEURY MICHON LS
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