Did Kiri cheese benefit from “hidden inflation”? Last week, the Foodwatch association denounced several brands that had reduced the size of some of their products to hide price increases. The association cited, among other things, Kiri cheese, whose portion has been reduced by 10%, from 20 to 18 grams. Guest this Monday morning on the set of Business B.F.M.the general director of the Bel group, owner of the brand, insisted on defending the reduction in the size of the portion, explaining that it is a new product.
“We show it on the package”
According to the CEO of the Bel group (also owner of the Vache qui rit, Boursin and Babybel brands), this is a change in recipe that has occurred on supermarket shelves, evoking an “innovation” resulting from “years of [recherche et développement]and “industrial investments”. “We have marketed a new product in which there are only five ingredients [et] without additives [ni] of curators […]. It’s not the same Kiri” and “there was a new value proposition,” replied Cécile Béliot.
“We need transparency”
Reducing the quantity of a product is “legal” and companies “have the right to do it”, but “what needs to be done is transparency” with consumers, argued Cécile Béliot, and “that is why I have so much respect for Foodwatch’s fight “. “
“Perhaps sometimes the correct value proposition is to review the weights [mais] it just has to be said,” Bel’s general manager continued. “I have no problem with transparency. I have a problem with the fact that we are not transparent today in the Kiri case.”
Source: BFM TV
