Reinventing Bledina: Local, Conscious, at Scale
At a glance, a Brand Growth case
Blédina, France’s leading baby food brand, was losing ground as parents turned to fresher, more authentic food choices for their children. By reconnecting with parents’ values and reshaping its brand around authenticity, simplicity, and sustainable farming, Blédina transformed itself into a purpose-led leader, and a certified B Corp.
Blédina is France’s #1 baby food brand, feeding over 2 million children each year.
Danone is the first listed company to adopt the ‘Entreprise à Mission’ model, making purpose part of governance.
By 2022, 100% of Blédina’s vegetables were sourced in France, reinforcing its commitment to local, sustainable farming.
Business Challenge
In a shifting food culture, ready-to-eat baby food was increasingly dismissed as industrial. Parents wanted food for their toddlers that aligned with their own values: natural, transparent, and connected to farmers. As a result, Blédina’s market share declined, threatening both the category and the brand’s role as a trusted partner for parents.
Humanizing Journey
We immersed with dozens of parents to uncover their aspirations, tensions, and food values. These insights fueled a repositioning that redefined Blédina’s role: not just a producer of baby food, but a contributor to a more authentic and sustainable food culture. Together with the extended team, we shaped a brand purpose and narrative that could guide everything from product innovation to partnerships with farmers.
Impact
A few years on, Blédina is a proud B Corp, recognized as a positive contributor to children’s nutrition and to the food system. The brand regained leadership in the category, solidifying business performance while building trust with parents who now see Blédina as an ally in raising the next generation.
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