More than ever involved in its role as a retailer, NATURALIA’s ambition is to offer a healthy offer, irreproachable in terms of taste, in a store that sheds light on customer use.
The Parisian farm of Aligre embodies this new positioning, offering a warm and simple atmosphere of the farm, a symbol of authentic food. This new concept opened on March 24 rue d’Aligre, in the 12th arrondissement of Paris.
The store offers a greengrocer worthy of a farmer’s market, ultra-fresh local products such as the bread department and the fresh offer from the Ile-de-France region (Ferme de la Tremblaye, Jubile, Kef, Symbiose, etc.). Beyond raw and local products, the partners are 100% SMEs with a know-how closer to the craftsman than to the industrialist. A selection that consists of unprocessed products, in particular, a selection of products without pesticides, without nitrite; a unique vegetable offer on the market, from classic vegetable proteins (cereals and legumes) to imitation meat, including yoghurts and vegetable drinks, central to healthy and sustainable diets; permanent work on the offer, which incorporates innovations every year and the elimination of 10% of products that do not meet health, pleasure or environmental ambitions.
In this raw, open universe, which gives pride of place to crates, pallets, far from the linear codes of mass consumption. The shelves are now organized by moment of consumption, in order to offer all the alternatives, from the most gourmet to the healthiest. Point-of-sale information is reinforced in all departments. It explains the different categories of products, the specialties of the brand and highlights the star products, often unknown.
With this new concept, NATURALIA aims to “break the codes and be on a joyful and pleasant bio”. This new store model preserves both the expectations of loyal organic customers and regular consumers, while once again attracting new consumers in search of benchmarks, support and pleasure, who have abandoned organic in 2022.
