“Let Good Win”: Bonduelle’s New International Brand Campaign

In this context, and following the launch of the Bonduelle brand in the United States, we are embarking on a major brand relaunch across 10 European countries and unveiling our new campaign: “Let Good Win.”

Through this new expression, we reaffirm a strong belief: plant-based food can be delicious, accessible, and responsible—all at the same time.

Designed around real everyday habits, the campaign depicts familiar moments of daily life—family meals, lunch breaks, last‑minute dinners—when making the right choice often involves trade-offs. With convenient and tasty plant-based solutions, we want to help good win out, without compromise, in these ordinary moments.

This relaunch is accompanied by a new, bolder and clearer visual identity: a stronger signature green, a harmonized logo, and redesigned packaging that makes our promise instantly recognizable on shelf.

To bring this vision to life, we will also meet the public through BONBONBON, a pop-up restaurant opening in Paris in spring 2026. Conceived as a modern, indulgent plant-based experience, it brings to life what we stand for through “Let Good Win.”

With this campaign, we remain true to our history as a family-owned company committed for over 170 years, while making visible— in 2026 —the profound transformation driven by the entire group in favor of a more plant-based food system.