Colruyt Group’s private label Boni Selection launches new product: Appetit meal drink

Halle, Belgium, 2017-Jan-14 — /EPR Retail News/ — Colruyt Group’s private label Boni Selection markets a new, innovative product: Appetit. It is an easy, nutritious meal drink made of oats and fruit, which offers people with a busy lifestyle an alternative for unhealthy snacks. Appetit is the result of our own research and product development, and will be available at 2.49 euros at Colruyt, Collect&Go, Okay and Spar as from 18 January.

Nutritious meal drink with unique recipe

The unique combination of oats and fruit makes Appetit nutritious and filling. It provides enough energy to keep going until the next meal and offers busy people a nutritious alternative for fast food or unhealthy snacks. “It is important to emphasize that it is not the umpteenthsmoothie, protein shake or diet drink”, says project manager Julie D’Haenens. “Appetit is a nutritious meal drink that leaves you satisfied.”

We also thought of user-friendliness. Appetit is ready-to-drink (no need to add water or powder) and comes in a re-closable bottle easy to take with you. Appetit is available in two flavours: raspberry-blueberry and mango-passion fruit. It will be available in the fresh-market  at Colruyt, OKay and Spar and online via Collect&Go

Gap in the market

Appetit will not only fill the emptiness in your stomach, but the gap in the market as well. Colruyt Group did extensive market research and interviewed different test groups about their lifestyle. “The results showed that many active adults cannot find the time to eat properly. They often skip meals or turn to fast food”, says brand manager Sofie Priëls of Colruyt Group. “The demand for a solution to appease the appetite in a quick and healthy way was very real. So our Food Innovation team developed this product. And at the acceptable price of 2.49 euros.”

Innovation at Colruyt Group

Appetit is a realisation of Colruyt Group’s R&D&I department (that takes care of research, development and innovation), and a milestone in own product innovation. Colruyt Group worked on Appetit for a long time, until it met all conditions.

“We made several prototypes, from powders to drinks. And the latter proved to be the handiest since you can easily put a bottle in your pocket”, explains Julie D’Haenens “We also focused on health, a natural composition and nutritional value. We tested salty variants such as tomato-carrot and paprika-oregano, but they were often associated with cold soup. We continued our tests with different kinds of fruit and selected the two flavours that scored best in tasting tests: mango-passion fruit and raspberry-blueberry.” These two will be on the store shelves as from 18 January.

Hanne Poppe
+32 (0)2 363 55 45
+32 (0)473 92 45 10

Source: Colruyt Group