“This award confirms that we are on the right track.”

In this exclusive interview, Antoine Wassner, President of Sabarot, shares insights on the company’s success at SIAL Paris 2024, where their innovative vegetable pancake mixes won the prestigious SIAL Innovation Gold Medal. He discusses the impact of this recognition, Sabarot’s commitment to making pulses and cereals more accessible, and the company’s ambitious plans for international expansion

You took part in SIAL SIAL Paris 2024. How did your trade fair go and how was your product ‘Vegetable pancake mixes’ received?
This trade fair was a real success commercially. All the brands we work with came to meet us, giving us the opportunity to discuss our new products and the outlook for the coming year. Our waffles were particularly well received, even attracting the interest of numerous food influencers who were won over by the concept. The tastings organised at our stand also received excellent feedback, confirming the enthusiasm for our products.

As the winner of the SIAL Innovation 2024 gold medal, what concrete opportunities has this award generated for Sabarot?
It is still a little early to make a precise assessment on this point. This award has undeniably given us visibility, even if its impact remains difficult to quantify for the moment. However, a very positive aspect is that it has enabled us to attract former customers and prospects who, without this spotlight, might not have spontaneously come to meet us.

Your product stands out for its practical and innovative approach to the legume and cereal sector. In your opinion, what are its major assets?

• Democratisation of pulses and cereals: consumption of these foods remains insufficient in France (1.42 kg/year/person), mainly due to the cooking time being considered too long and the lack of recipe ideas. These preparations for vegetable patties address these obstacles by offering a quick preparation (8 minutes) and various suggestions for use.

• A natural and raw composition: Made from dry, raw and 100% natural ingredients, these preparations are essentials in the cupboard, just like rice or pasta. Their long shelf life (18-month best before date) means you always have a healthy, tasty and practical product to hand.

• A practical and creative format: Unlike ready-made patties, these preparations leave room for imagination: small patties for an aperitif or a bowl, a generous size for a burger, falafel style for a salad… They fit perfectly with the ‘homemade’ trend and offer great culinary freedom.

The plant-based market is booming, and your product fits perfectly with this trend. How will this award at SIAL Paris influence your development plans, particularly internationally?
This award confirms that we are on the right track. It is reassuring for us, our stakeholders and our employees. Sabarot is a family business that is over 200 years old, but which is more in tune with the times than ever.
We are working on sweet versions of the galettes and, after testing them at SIRHA at the beginning of the year, we have found that they also have their audience! As for the preparations for savoury vegetable galettes, we have also launched formats adapted to professionals to meet the needs of the sector. Our teams are constantly innovating, and the year 2025 holds some great surprises.
Internationally, this award at SIAL is a great way to increase our visibility and accelerate our expansion into new markets. The popularity of plant-based products extends far beyond our borders, and we intend to seize these opportunities to promote our products beyond France.

– What do you take away from your experience at SIAL Paris 2024? What are the highlights and what lessons have you learnt for the future of Sabarot?
SIAL remains a wonderful forum for exchange and a real observatory of food innovation. It is essential for companies like ours to be present at this event.
It allows us to meet our customers and our suppliers, to be visible to potential customers, but also to anticipate trends and to draw inspiration. The lesson we can learn from this is that the food industry is highly competitive, and nothing can be taken for granted. This edition of SIAL Paris 2024 once again reminded us of the importance of keeping moving, listening to the market and responding to consumer expectations with ever more innovative and responsible products. More than a trade fair, it is a strategic meeting that feeds our vision and our development for the future of Sabarot.

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