Repositioning one of Avril's Business Units to support the food transition

Avril wanted to structure and clarify the positioning of its new Business Unit dedicated to plant-based ingredients, created by bringing together several areas of expertise (sunflower, pulses).

The challenge: move beyond a product portfolio approach to become a credible co-development partner, capable of supporting manufacturers in the transition to a food-based economy, without dogmatically opposing plant and animal products.

We worked on a positioning geared towards solutions rather than raw materials, by combining naturalness, functional performance and European roots. The challenge was to create a unified narrative, robust enough to support the BU's future growth and the integration of new expertise.

• Clarification of the BU's raison d'être and strategic role
• Building a credible and differentiating USP
• Structuring a B2B approach focused on R&D, innovation and co-development
• Harmonised messages for sales and marketing teams

• Naming the BU
• Strategic positioning & brand narrative
• USP and key messages
• Speech base for B2B media

Avril now has a clear framework for expressing its added value on the plant protein market: a clear, credible and scalable offering, in line with the expectations of industry and the challenges of European food sovereignty.