How to design a new vegetal offer in the food sector?

· Labeyrie Fine Foods case study ·

Labeyrie Fine Foods logo

Type of project : Product/service design
Country: France
Type of organization: Multinational group
Line of Business: Agrifood/Foodtech
Tools used: Value Chain Canvas, Circular Canvas, Partner Map

Labeyrie Fine Foods is one of the leaders in the French food industry. The group owns the brands Labeyrie, L'atelier Blini, Blini, Delpierre, Comptoir Sushi, Père Olive and Ovive. 

It is an agri-food group that focuses on pleasure, quality and culinary know-how.

This project was led by Circulab and Anne Brisacier, member of the Circulab Community.


For several years now, vegetal products have been making a comeback and are becoming increasingly popular. With more and more vegetal players on the market, how can companies come up with new and differentiating offers? Can Circular Economy be a solution?


Labeyrie Fine Foods wanted to develop a new "ready-to-eat" vegetal offer for the retail sector, as an answer to the challenges on the whole value chain. To do so, the company asked Circulab to study the constraints and drivers at each stage of the life cycle in order to help the teams to design the different concepts of the offer.

Offer and key points

To meet the needs of Labeyrie Fine Foods, Circulab proceeded in 3 steps:

  • Conducting a sectoral analysis to formulate the key challenges for the vegetal sector sold in supermarkets and hypermarkets in France, through the lens of Circular Economy (interviews, secondary research, etc.).

  • Facilitation of a co-creation workshop with the transversal teams.

  • Recommendations and review of the selected concepts to enable the team from Labeyrie Fine Foods to develop a new vegetal offer.


Circulab's contribution enabled the teams of Labeyrie Fine Foods to identify the current and future circularity issues in their business.


Moreover, a qualitative macro-economic study containing the main threats and opportunities of the vegetal market was provided as well as concept proposals.


Then, the company tested the desirability of the concepts with a consumer study and the feasibility with its R&D teams.

In total, a team of 10 people, from purchasing to marketing, were mobilised to design this new offer.

Labeyrie Fine Foods photo 1
Labeyrie Fine Foods photo 2 (2)
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