Chefclub, the innovative Digital Cooking Brand born in Paris in 2016, which boasts the strongest growth on social networks, and Carrefour, have given birth to an initiative aimed to raise awareness of children and their families on a very current theme: conscious consumption of good food. To eat fruits and vegetables by season and offering inspiring recipes for the whole family is the objective of this boxed set “Manger mieux au rythme des Saisons”, a joint project co-developed by Chefclub and Carrefour.
The box “Manger mieux au rythme des saisons” offers an immersive child-friendly experience: it contains an interactive book with 20 fun recipes, along with 6 measuring cups that avoid weighing ingredients and many zero-waste tips. Each recipe is easy and fun to make, following the videos of the chefs creating the recipe. Thus the pumpkin soup becomes fantastic if it turns into a lion’s whirlpool with carrot mane. In addition to France, Belgium and Spain the boxed set is available from October also in Italy at all Carrefour hypermarkets, Carrefour markets and online at Carrefour.it at a price of € 22.

Growing conscious, to eat better in the future

This new initiative co-developed by Chefclub, is part of Carrefour’s Act for Food program, which proposes concrete actions to enable everyone to eat better. This is illustrated, for example, by the removal of controversial substances from its own-brand products, the promotion of local and seasonal products, and the support of producers in converting to organic farming.

Chefclub Experience Tour

The partnership with Carrefour also includes a series of in-store events in France called the  Chefclub Experience Tour starting end of October.
A branded shop in shop has been designed to highlight and showcase all the Chefclub product range. The first event took place in the Carrefour Hypermarket of Chambourcy in France from 26 to 30 October 2021. A live demonstration of a Halloween recipe has been organized during this period, and has been broadcast on the social networks of Chefclub and Carrefour directly from the hypermarket. More events are planned in the coming months in France.

Having fun in the kitchen

“Bringing everyone together in the kitchen” is the challenge taken up by Chefclub. The recipe for success: spectacular videos, and for the little ones, the immersive Chefclub Kids universe, created to make you want to cook and enjoy yourself as a family. Thanks to entertaining recipes, zany and endearing characters, and utensils adapted to little cooks, cooking becomes the new playtime, a special moment of sharing at the stove and around the table. Cooking is no longer a chore, meals made from scratch are the first step to eating better.”

Licensing developments

Chefclub has been able to leverage the power of social media to continually grow, strengthen its brand, and create a large audience of 100 million followers while also transforming its video viewers into customers. Its recipe videos and fun universe are designed to encourage everyone to cook: women, men, teenagers, and children.

Combining experiential content and direct contact with its communities, Chefclub has already sold 700,000 self-published books since 2017, and in 2019 launched a series of innovative products for children that has equipped more than 150,000 families.

Chefclub has also launched an innovative international licensing and merchandising strategy combining content and products. Last Spring, the startup announced a new global partnership with Groupe SEB, with the launch of a range of products under the brand license “Chefclub by Tefal”, including skillets, saucepans, kitchen tools and small domestic appliances. Created in collaboration with the Chefclub community, this range combines Chefclub’s expertise in the development of creative recipes with Tefal’s sustainable design for simple products to make cooking easier. The line has been launched in France in September and will be launched in 2022 internationally, it will be sold via all offline and online channels as well as directly to customers (DtoC) on the Tefal and Chefclub websites.

Collaborations have also been added in the fields of publishing, stationary and clothing and negotiations are underway for new categories.
Also for Italy, where the license is managed by ETS Licensing, an articulated licensing plan is in preparation,and will start in 2022.
So roll up your sleeves and start cooking!