After the catering sector in May 2023, Bioplants, a French company specializing in potted aromatic herbs, has now launched its Inouï microgreen range in supermarkets. Marketed since October 2023, Inouï microgreens are currently on sale in the fruit and vegetable aisles of supermarkets in western France (U stores in Brittany and Pays de la Loire, E. Leclerc stores in Brittany and Pays de la Loire, and Auchan stores in Pays de la Loire). The objective for 2024 is to expand throughout France and "market 200,000 trays of microgreens across all networks," according to Angel Rodriguez, managing director of Bioplants.
Inouï: 4 varieties of microgreens for supermarkets: coriander, peas, radish and arugula.
"Ultra-fresh, ready-to-pick microgreens"
Bioplants has chosen to offer microgreens that can be picked directly in the kitchen, "like a small kitchen garden at your fingertips," to extend the product's shelf life. "This allows consumers to have ultra-fresh microgreens since they are alive in their trays. If watered properly, they can be kept for up to 2 weeks," explains Camille Bisson, marketing project manager.
"Making microgreens accessible to all"
This new range enables Bioplants to diversify. "It is also an opportunity to offer innovation to our retail clients." But Bioplants also wants to liven up the fruit and vegetable aisles. "As cultivators of taste, we are convinced that edible plants still have a lot to offer. With our Inouï range, we want to bring new life and goodness to our daily lives, putting plants back at the heart of our diet, making it greener, healthier, more virtuous, and happier. Until now, microgreens have been widely used by restaurants to enhance their dishes. We want to make them accessible to as many people as possible so that everyone can create nice dishes at home," explains Angel Rodriguez, managing director of Bioplants.
Bioplants also offers its Inouï range for the food service sector, with a "specially adapted pack" sold mainly through the Métro Halles of the Grand-Ouest region.
A growing market
Thanks to their nutritional and taste qualities, microgreens have won over the gastronomy sector, but the retail market still needs to be developed. "In the food service sector, the demand for locally-produced microgreens is growing strongly. So far, there is no French producer with a national reach," explains Angel Rodriguez. In supermarkets, on the other hand, microgreens are still at the "innovation" stage. "We are in the process of creating the market. True to our DNA, we like to enter the market with disruptive products."
A range that is destined to grow
Eventually, the company aims to expand its range with new varieties that are "aesthetically pleasing and surprising in taste."
"In the catering sector, chefs are very keen to see new varieties so they can adapt their menus to suit the seasons. We work in collaboration with several Anjou chefs to develop new microgreens that meet their needs as closely as possible. For supermarkets, our range is deliberately limited (4 references) for the moment, as microgreens are still little known to the general public. The goal is to introduce them to the product before expanding our range," explains Camille Bisson.
Merchandising and promotional actions are planned for the end of the year in order to boost sales. "We are also counting on the online platform directly accessible by scanning the QR code on the products, as well as our website and INOUÏ pages on social networks."
For more information:
19 Chem. de l'Ebeaupin
49130 Les Ponts-de-Cé
Tel.: 02 41 44 52 72