Despite living in a country that’s famous for its cheese, increasingly health-conscious French shoppers are re-examining their dairy intake. With obesity a national concern, there’s an opportunity for brands to put a healthier spin on traditional dairy products.

Carrefour won the Grand Prix for Creative Effectiveness at Cannes for its “Black Supermarket” campaign. Responding to consumer demand for brands to stand behind their values, it offered fruit and veg grown from farmers’ seeds that were considered illegal by EU regulations.

France may be renowned for its traditional food values, shunning invasive cuisines that promote a less discerning diet, but ‘le fast food’ is now a dominant force in the dining landscape. Home-grown chain O’Tacos is flourishing as a result, serving up a French take on casual Mexican fare.

Despite the boom in restaurant takeaways and deliveries, plant-based brand and former restaurant The Brook has skipped the door-to-door hot-meal boom and turned its focus towards the growing ready-meal market, delivering freshly-frozen vegan ready meals to heat up at home.