“Mieux Manger au Ciné!”: Rethinking what we eat at the movies

The French association Mieux Manger au Ciné is on a mission to bring healthier, more sustainable food options to movie theatres — making outings to the cinema better for audiences and the environment.

Over the years, movie theatres have continuously adapted to technological revolutions — from the arrival of sound and colour to the rise of digital projection and streaming competition. Today, innovation in cinemas extends beyond the screen, with growing efforts to improve the overall experience for audiences. One key focus is the food and beverage offerings available in theatres.

Traditionally, cinema snacks have been dominated by products that are high in sugar, salt, or fat — a selection increasingly out of step with modern health and environmental concerns. A 2022 survey by 60 Millions de Consommateurs revealed that 20 to 30 percent of French consumers exceed 100 grams of sugar per day, more than twice the World Health Organization’s recommendation. The time has clearly come to rethink what we eat while watching a film.

That is where the French association Mieux Manger au Ciné! (which translates to “Better Eating at the Cinema”) steps in. The association’s vision is simple yet ambitious: to transform cinema food offerings by encouraging healthier and more sustainable options. The aim is to promote snacks and drinks that are less processed, responsibly sourced, made with short, high-quality ingredient lists, and developed by carefully selected producers.

To achieve this goal, Mieux Manger au Ciné! runs a variety of initiatives. One of its core activities is its annual competition, which identifies and highlights innovative sweet and savoury snacks and beverages that are well suited to the movie-going experience. The selected products are made available to cinemas through a collaborative online platform, making it easier for theatres to adopt this new approach.

Beyond simply identifying new products, the association also supports cinemas in introducing these offerings. It provides promotional tools such as display stands, posters, and trailers to help raise awareness and generate interest among moviegoers. Another important aspect of the association’s work is fostering dialogue between cinema professionals, chefs, sustainability experts, and artists. Mieux Manger au Ciné! has become a space where ideas can be exchanged, events can be imagined, and connections between nature, food, and culture can be explored.

Public awareness is also central to the initiative. The association regularly communicates with both industry professionals and the general public about the importance of sustainable and healthy food choices, and about the positive role that cinema can play in driving this conversation forward.

The Mieux Manger au Ciné! competition

The competition itself is helping to set new standards in the sector. Since its launch, it has led to the introduction of several new products in cinemas across France. The selection criteria are rigorous. Besides being tasty and healthy, products must demonstrate originality and be suited to entertainment venues, and be respectful of the environment. They must also avoid controversial ingredients, demonstrate creativity in their design and packaging, and support waste reduction. Eco-friendly packaging is another key requirement, with recyclable materials strongly favoured.

The competition has already helped to spark a wave of innovation, encouraging companies to create products specifically designed for the cinema setting—snacks and drinks that elevate the experience without compromising on health or sustainability.

Across France, cinemas are beginning to embrace this vision. Some are partnering with local producers, others are testing new products with audiences, and many are eager to explore a more responsible and engaging approach to food. The association invites all interested cinemas to sign its charter and join this growing community. Together, they aim to move faster and more effectively toward a new kind of cinema experience.

As more people seek to live healthier and more sustainable lives, the role of leisure spaces like cinemas in shaping these choices is becoming more important. With initiatives like Mieux Manger au Ciné!, going to the movies can become a moment of pleasure not just for the eyes and ears, but for the palate and the planet too.

Image credit: Corina Rainer – Unsplash

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