Bonduelle expands its innovation perimeter by entering the segment of V range With the launch of I Contornissimi, a line of ready-to-eat side dishes that consolidates the brand's presence in the fruit and vegetable section and strengthens its connection with consumers. The leader in packaged vegetables, present in 56,3% of Italian households, thus brings a new service concept to the shelf, aligning with consumer trends oriented towards practicality, taste and quality.
According to Adacta research (March 2025), ready-made side dishes are increasingly popular for their time-saving benefits, but existing offerings don't always meet expectations in terms of flavor. Bonduelle is seizing this opportunity with a range consisting of 10 references, divided into three lines: Delicate Recipes, Tasty Recipes e Recipes to Gratinate. All recipes are Preservative free, ready in just a few minutes and designed for different preparation methods: microwave, pan, oven, or air fryer.
From a retail point of view, I Contornissimi represent a proposal high added value for the category, thanks to a strong brand concept and a distinctive packaging, with colored cardboard clusters and ready-to-use trays. Bonduelle has also prepared a plan for omnichannel activation which includes dedicated displays, in-store tastings, digital and OOH campaigns and collaborations with influencers. The new line, available in the main retail outlets of the Italian large-scale retail trade, fits into the group's strategy promote the transition towards a more plant-based diet, with products suitable for every consumption occasion.
