Bonduelle Italy launches 'Percorso Vegetale' in‑store showcase for fresh, frozen and ambient produce

Bonduelle Italia has partnered with BBoard Services, the in‑store promotion unit of the BBoard Group, to roll out the "Percorso Vegetale" project in Italian large‑format retail chains. The initiative replaces traditional category‑based layouts with a shopper‑centric touchpoint that brings fresh, frozen and ambient Bonduelle products together in a single high‑impact visual structure, reducing the distance customers must travel between temperature zones.

BBoard Services handled the entire execution, from strategic analysis and visual concept design to engineering custom refrigerated counters, production, logistics and turnkey installation. The solution balances strict cold‑chain requirements with aesthetic coherence, optimising floor space while enhancing product visibility. Massimo Sala, CEO of BBoard, said the collaboration "traces a new road for in‑store marketing, turning a logistical challenge into a concrete sales opportunity for the brand and retailers." Giacomo Focante, Sell‑Out Director Italy for Bonduelle, highlighted the project's potential to guide shoppers through a natural, unified purchase journey.