French specialist retail chain La Vie Claire has launched a major, year-long low price promotion as part of a bid to “democratise organic”.

Its ‘Les Petits Prix Bio’ campaign will see 200 everyday products (mainly food and personal care items) offered at less than €5 and 100 lines – including basics such as eggs, pasta and yoghurts – selling at under €3.

Commenting on the campaign on LinkedIn, La Vie Claire general manager, Christelle Le Hir, said: “Having a small budget should never prevent you from eating organic. This is one of my strong convictions… but above all a very concrete challenge today. Because the reality persists that the French continue to reconsider, reduce, and sometimes to give up on food.”

“Le Hir said that ‘committed brands’ needed to challenge ‘the dangerous idea that eating well has become a luxury”

Le Hir said that “committed brands” needed to challenge “the dangerous idea that eating well has become a luxury”. To do this, she said required “rethink in depth: the sectors, the volumes, the formulations”. But she insisted the new low price campaign would not compromise on quality “because democratising organic farming does not mean lowering standards”. 

La Vie Claire operates around 400 stores across France and is celebrating its 80th anniversary this year.