Usine Floette Lessay France

Face au succès de ses purées de légumes, soupes ou gaspachos produits sans additif ni conservateur, la société Créaline, installée à Lessay (Manche), vient de décider d'agrandir son usine. Située au coeur d'un bassin maraîcher reconnu pour la qualité de ses légumes, comme la carotte de Créances, la filiale d'Agrial va investir 10 millions d'euros en 2017 et 5 millions d'euros sur les trois ans qui suivent. Outre l'extension, l'entreprise va aussi réaliser un centre d'innovation. Cent emplois devraient être créés, dont une trentaine dès 2017. Passant de 4.000 mètres carrés à 10.000 mètres carrés, la nouvelle usine sera opérationnelle dès l'automne 2017, prête pour fabriquer les produits d'hiver dans un marché très saisonnier. « L'usine est au maximum de ses possibilités. Or, il nous faut accélérer la commercialisation pour répondre à la demande du marché français mais aussi nous développer en Europe, dans des pays tels que l'Allemagne, l'Espagne, la Grande-Bretagne et l'Italie », souligne Bertrand Totel, directeur de la branche légumes d'Agrial.

216 millions de litres

Fin 2015, une gamme de soupes a été déjà lancée en Espagne en association avec Florette, une autre marque du groupe et voisine du site de Lessay. Créé en 1991, Créaline, devenu filiale du groupe coopératif agroalimentaire normand, réalise un chiffre d'affaires de 20 millions d'euros et emploie environ 100 salariés. Sa capacité de production actuelle est de 6.000 tonnes par an. « L'investissement est nécessaire pour que, d'ici trois à cinq ans, nous puissions tripler notre capacité de production ", explique Jean-Noël Le Carpentier, directeur de l'usine de Lessay. Avec 216 millions de litres consommés sur les douze derniers mois, le marché des soupes en France (source panel IRI) est estimé à 440 millions d'euros (hors surgelés).

Le marché des soupes du rayon épicerie pèse 90 % du marché, mais celui du rayon frais (10 %) est en hausse de 6 %. Si les principaux acteurs sont Knorr, Liebig, Maggi en épicerie, Alvalle et Créaline progressent avec la montée en puissance du frais. Créaline vient par exemple de sortir de nouveaux produits, appelés « Pressés de nature ". Dans de petites bouteilles de 250 millilitres, ils mélangent fruits et légumes (comme carottes, oranges et gingembre).

Correspondant à Caen Philippe Legueltel

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