In April, Danone launched a new brand of fresh products, but only in the Belgian market: Belorigine. It is, in my view, an important innovation that is worth analyzing. Belorigine is a range of yoghurts and milk-based desserts that have adopted local flavours (speculoos, Belgian chocolate, Liege syrup, cherry) and manufactured in Belgium (www.belorigine.be).
Belorigine is a real anti-private-label weapon, based on two strong consumer trends that we have already discussed on BrandWatch (particularly in my analysis of Eataly):
- The desire to find local or regional brands – specializing in specialties and particular tastes ... with a strong sentimental dimension;
- The appeal of locally manufactured products (the "locavore" trend).
More than this, Belorigine has been given prominence in supermarkets with stands carrying the signature of the brand that present the entire range: one wonders whether this initiative concerns only the launch (as was the case with Essensis) or a true innovation accepted by distributors. Will we soon see brands taking floor space in supermarkets?