Leading French manufacturer of plant-based alternatives to meat, “Les Nouveaux Fermiers” changes its name to address all those who wish to adopt a non-meat diet.
The commitments remain the same : “offer gourmet solutions, healthy, made in France and varied for those who want to reduce their meat consumption without necessarily giving up their favorite dishes. » Thus the first fat-free vegetable bacon enriches the range of vegetable products alternatives to meat, and HappyVore raises the new colors of the food transition in the legendary Transat Jacques Vabre. “By becoming HappyVore, we want to bring together everyone who wants to enjoy eating good products, beneficial for their health and for the planet. We want to contribute to a happy food transition” underlines Guillaume Dubois, co-founder of the company created three years ago. “The challenge that HappyVore has set itself, is that we can reduce our meat consumption but not the pleasure of eating, Short, to give the choice to all those who want to eat less meat. »
Name change, no creed
Three years of continuous experimentation, five patents filed, a thriving community, tastings deemed “bluffing” or “incredible” (at Sirha salons, Taste of Paris ou Change Now 2021) : the New Farmers’ bet is about to be won : the market for plant-based alternatives to dominant meat products is taking hold, opening to those who want to follow it the path of a fluid and uninhibited transition. The young company now has more than 50 employees. Learning and listening to consumers guided her to review her hat, but not his credo : with HappyVore, it adopts a new, more flexible name, more fluid and above all more collective, since it welcomes anyone who wants to take part in the movement, from producer to consumer. And only the name changes. HappyVore continues to offer New Farmers commitments : French manufacturing, 100% plant-based, good for your health and better for the planet (11 times less CO2 emissions and 10 times less water).
The ambitions of a leader
“We are following dazzling national commercial growth in 2021, a large distribution, restaurants, e-commerce and canteens” indicates Cédric Meston, second co-founder. With HappyVore, we are positioning ourselves more as the French leader in imitation meat. Our ambition, is that we can find our entire range everywhere in France from the end of the first half of 2022. » The HappyVore range continues its accelerated deployment on the shelves of more than 2,000 retail outlets. Next to, more than 1000 restaurants, including the Frogs Pubs channels, Pokawa, the smoking truck, Factory&Co, Club Med, Ninkasi and many others, use its products daily.
An expanding range
The HappyVore range increases to 10 products. Vegetable steak of course, star of veggie burgers. Vegetable mince, which is cooked in sauce, chili, parmentier, vegetable mince. Vegetable nuggets, “natural” vegetable needles (2021 Flavor of the Year Award and 2021 Golden Snacking Award), with Espelette pepper, Thai style (Flavor of the Year Award 2021) and Japanese style. To which are added the plant-based alternatives to sausages, vegetable merguez (winners of the 2021 Plant Food Trophy) and vegetable chips, highlighted by Adrien Zedda (chef specializing in gourmet plant-based cuisine) during a masterclass at the Change Now 2021 festival. Finally, latest additions to the range, vegetable matches made from pea proteins, low in saturated fat (3% fat), less loaded with salt than the majority of pork bacon. Happy Vore benefits from the expertise of the executive chef of Restaurants Joël Robuchon and Meilleur Ouvrier de France, Eric Bouchenoire, who has supported the company since the beginning.
Vegetable cape on the open sea
To raise this cause and the values of the food transition, HappyVore was on the starting line of the Transat Jacques Vabre 2021 on November 7 as official sponsor of the Class40 of Nicolas d'Estais and Erwan Le Draoulec. This is the first time that a plant-based food brand has entered the world of sailing..
