World leader in plant-based food products, Upfield launches its Flora product in France, intended to replace butter at the table.
According to a 2023 IFOP study, 52% of French people aspire to adopt a more plant-based diet, and 64% think that this will help limit their impact on the environment and the planet. While 95% of French households consume butter, Flora aims to be a plant-based substitute responding to growing environmental and taste concerns. Upfield offers this more sustainable option, which reduces the climate impact of consumers by 80% compared to butter, without compromising on taste and texture. Made from 100% natural and plant-based ingredients, Flora is a lactose-free offering, gluten free and palm oil free. The product has been available since the beginning of March in Carrefour stores in Métropole, as part of a partnership with the distributor. Upfield's decision to choose Carrefour is part of a shared strategy to promote more sustainable and environmentally friendly food. Carrefour proves to be a partner for the launch of Flora, given its strong involvement in the development of agro-ecology and healthy and sustainable food.
“Zap the cow”
The launch of Flora is accompanied by a campaign called Skip The Cow, “zap the cow”, encouraging French consumers to turn away from cow products and opt for plant-based products. The campaign aims to raise awareness that there is now a 100% plant-based solution instead of butter. For Olivier Blangeard, Director France and Belgium of Upfield, “The Skip The Cow concept marks a clear turning point in the approach of plant-based products to French consumers. This campaign will not leave anyone indifferent. Flora is an obvious substitute for butter. It is with this in mind that Upfield is taking the next step in its mission to promote more responsible, plant-based eating., for a more sustainable future ».
Upfield : strong brands in France
Global company specializing in plant-based products, pioneer in the spreadable cream category since 1871, Upfield is the leading producer of plant-based creams and plant-based cheeses, with more than 100 brands, including the iconic Planta Fin brands, Fruit d’Or, Proact, Astra, Vegetaline and Violife. Based in Amsterdam, Upfield sells its products in more than 95 countries and has 15 factories around the world. The company employs more than 4,200 people.
