In 2026, over 50% of French people declare that “ease of preparation” has become an essential criterion in their choices when shopping. To meet this consumer expectation, HappyVore, the leading vegetarian caterer in France, is taking a new strategic step. As the market experiences the strongest growth in different LS Catering markets (source: IRI CAM P2 2026), the brand is focusing on the key growth lever of convenience. By launching 6 new references designed for quick consumption habits without compromising on taste or health, HappyVore is turning the vegetarian alternative into a daily routine.
The Convenience: The New Battlefield for Leadership
For HappyVore, the challenge is no longer just offering a realistic alternative, but integrating into the daily lives of the French. “Consumers no longer want to adapt their recipes to vegetables, but expect vegetables to adapt to their daily lives,” says Guillaume Dubois, founder-president.
With grab-and-go formats, ultra-fast cooking times, and attractive prices, HappyVore not only innovates but also anticipates the most common uses of the French by focusing on ease of use (sandwiches, on-the-go breakfasts, quick family dinners).
1. HappyVore Introduces the 1st Sliced Vegetarian Roast
The sliced roast is a cornerstone of traditional deli meats. By transferring this concept to vegetarian products, HappyVore opens a new high-potential market segment.
- Easy and practical everyday use: Ideal for salads, lunchboxes, or club sandwiches.
- High potential: 86% purchase intention (Toluna test, Oct. 2025).
- 100g format (4 slices), ready to enjoy. [*Price to be determined by distributor.]
2. The Most Protein-rich Vegetarian Smoked Ham on the Market
Following the success of its vegetarian ham (which ranks in the top 5 products of the brand), HappyVore launches a smoked version, with a share equivalent to 30% of traditional ham sales. This innovation has significant adoption potential in the vegetarian market.
- Daily use: Ultra-realistic taste and texture for all everyday recipes (croque-monsieur, sandwich, etc).
- Protein-rich recipe: Highest protein content in the market (20g / 100g).
- No soy, no allergens, suitable for the whole family.
- 120g format (4 slices). [*Price to be determined by distributor.]
3. The Knaxiiis, Designed for Families
To further democratize vegetarian food, HappyVore invites itself to the menu preference of children (and their busy parents).
- Absolute convenience: Ready in just 1 minute in the microwave. Ideal for quick evening meals!
- Accessibility: 200g format (6 sausages) at a price of 2.99 euros.
4. The 1st Nutri-score A Vegetarian Tenders on the Market
The consumption of fried chicken has been booming in recent years, especially among young generations. After the undeniable success of its vegetarian nuggets, HappyVore launched the first 100% vegetarian tenders with an A Nutri-score. Although initially available only on the brand’s website, the product’s early social media reactions (+3M impressions) suggest a promising success! The brand plans to include this product in its top 5 products in the coming months.
- Features the first 100% vegetarian tenders on the market.
- Fresh and frozen launch.
- 180g format (x6), price to be determined by distributor.
- A Nutri-score A.
- 100% vegetarian recipe, suitable for all dietary needs.
- Easy preparation in a pan, oven, or air fryer in just minutes.
In the Frozen Aisle: A New Format to Attract Additional Households
In the frozen aisle, HappyVore boosts market growth by offering one of its best-sellers and a new innovation in “small formats” for under 4 euros, breaking the entry barrier for households of 1 to 2 people.
- Tenders 100% Vegetarian (180g – x6): The ultimate healthy snack (Nutri-Score A). Price to be determined by distributor.
- Vegetarian Aiguillettes (190g): One of the brand’s products launched 6 years ago, now available in the frozen aisle. Price to be determined by distributor.
By expanding to the frozen aisle, the market leader aims to further enhance convenience with two distinct formats to meet the needs of all household types. HappyVore continues to offer its “classic” formats of best-selling fresh products in packs of 400g. In this market too, the brand has proven its legitimacy as some of its products are already in the top 5 products of the vegetarian deli market (source: IRI P13 25 – VMH Value).
A Growth Engine for the Entire Market
HappyVore’s leadership is evident in its ability to recruit through innovations. According to Catalina (2025), the brand’s innovations actively recruit new households to the vegetarian market and contribute to boosting the entire category. In 2025, 2 of the 6 innovations launched by the brand have entered the top 5 HappyVore products, and more than a quarter of buyers had never purchased vegetarian deli products before.
About HappyVore
With 170 employees, B Corporation-certified, launched in 2019 by Guillaume Dubois, HappyVore allows everyone to reduce their meat consumption through delicious and varied alternatives. Their healthy products with low saturated fat, environmentally friendly, mimic meat in flavor, texture, and cooking. Available in over 10,000 retail locations nationwide, in over 5,000 restaurants, and on the brand’s online store, the HappyVore range now includes over 20 products.
[The distributor reserves the right to set prices.]
