Products & Launches

HappyVore Aims to “End the Meat vs Vegetable War” With Unique New Products

French plant-based company HappyVore has launched two new products catering to the growing demand for plant-based foods made with less processed ingredients.

Called Croq’Coulis, the products are said to provide a “multisensory experience”, featuring a runny filling and an outer layer of vegetables and pea protein sprinkled with poppy seeds. The two flavours are eggplant (aubergine) with a tomato and sweet potato filling and carrot with a coconut curry filling. Happyvore said it took inspiration for the products from an unusual source — desserts such as chocolate fondant and ice cream.

On LinkedIn, CEO and co-founder Guillaume Dubois joked that the products could bring about “the end of the meat vs vegetable war” by providing plant-based options that do not directly mimic meat. The Croq’Coulis are rich in protein and have the highest possible Nutriscore of A.

© HappyVore

“Getting out of the confrontation with meat”

HappyVore has previously focused mostly on meat alternatives, offering products such as plant-based bacon pieces, steak, meatballs, and more. In 2022, the company opened what was claimed to be France’s largest plant-based meat facility.

HappyVore has also been heavily involved in fighting a decree introduced by the French government to ban the use of meat-like terms for plant-based products. In collaboration with other companies such as La Vie and Umiami, HappyVore successfully requested that the decree be suspended last month, on the basis that it may not be legal and could be damaging to plant-based meat producers.

“I can finally unveil our latest innovation: the Croq’Coulis!” said Dubois. “We wanted to get out of the confrontation with meat by going back to the roots of why we launched HappyVore: to help the French switch to a more plant-based diet, while having fun. This product is a summary of what HappyVore does best. We think it’s going to be a game changer, and you?

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