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Paris Olympics: Food and beverage brands champion health, fun, and sustainability

Food and beverage brands are aligning with the Paris Olympics 2024 Food Vision, which emphasises sustainability, local sourcing, and plant-based diets.

Official sponsors Garden Gourmet, Coca-Cola, Miko, and Tourtel Twist are using the Paris platform to position their brands as fun and healthy. From Coca-Cola's special edition “hugging” cans to Danone's focus on balanced nutrition, brands are not only establishing a presence at the Games, but also driving trends that consumers will see persisting in supermarkets during and after the event.

Embracing sustainability and local sourcing

Paris 2024's Food Vision commits to sourcing 100% French and sustainable meat, dairy, and eggs, and ensuring all fish come from sustainable sources. Mintel's research highlights the growing consumer preference for local and independent brands sponsoring major events, with nearly half (46%) of Germans agreeing that local independent brands should sponsor major sporting events more. Dr. Jennifer Hendricks, senior analyst at Mintel, writes that “Germans' awareness of the importance of localism and sustainability is expected to drive local consumption in the long term”.

By focusing on local production and sustainable practices, sponsor brands aligning with this vision appeal to eco-conscious consumers who prioritise environmental impact in their purchasing decisions. French brand Danone, another Olympic sponsor, noted its “broader commitment to more sustainable, local products”, in a Danone press release. Antoine de Saint-Affrique, Danone’s chief executive officer, emphasised the brand’s shared values with the Olympic vision: “The Olympic and Paralympic Games Paris 2024 will celebrate a changing society – a society that’s dedicated to addressing social and environmental issues, that promotes health and well-being, and that draws strength from diversity and inclusion.”

Valuing plant-based

According to Mintel, major sports events like the Olympics present significant opportunities for brands to cater to shifts in consumer spending. A Mintel Global Consumer survey conducted in March this year found that 47% of Germans said it was a priority to ensure that a brand's values align with their own when purchasing a product. Sponsorship of or association with the values promoted by an event like the Olympics can help showcase this value alignment.

For instance, Garden Gourmet, a Nestlé brand known for its plant-based foods, emphasises how it “share[s] a common vision with Paris 2024: to promote a more sustainable and plant-based diet”. The Olympic organising committee will significantly increase plant-based food offerings on site, doubling the amount compared to previous Games. Garden Gourmet will supply its products at the Olympic venue catering outfits, and it has also launched a campaign aimed at French consumers called “Le Végétal Feel Good”, with the message “the joyful celebration of people discovering the taste of plant-based products”. A limited-edition version of the Garden Gourmet La Panée soy and wheat breaded vegetable with Olympics branding is the star of this campaign.

No alcohol, no waste

The prohibition of alcohol sales at venues, except in VIP areas, gives AB InBev’s Corona Cero and Carlsberg brand Tourtel Twist the opportunity to expand awareness of their non-alcoholic beers. With the market for low and no-alcoholic beverages growing rapidly in recent years, the Olympic shift away from alcoholic beverages is the latest in a series of similar decisions by sporting events organisations. Last year, the Six Nations rugby championship partnered with the Guinness zero-alcohol brand Guiness 0.0, which the brand positioned as part of its ‘Never Settle’ inclusivity campaign.

Olympic partner Coca Cola, meanwhile, is reducing plastic waste by installing 700 water and soda fountains across Olympic venues, promoting reusable bottles, and supporting recycling initiatives.

Engaging consumers and creating a sense of occasion

Beyond sustainability, brands are also enhancing consumer engagement through experiential marketing and interactive campaigns, creating a sense of occasion for the Olympics. Unilever’s ice cream brand Miko, another official sponsor of the Paris Olympics, has launched the "Twiste Ta Ville" game, encouraging participants to reimagine their cities with playful, Olympic-inspired twists. By encouraging consumers to take pictures of different ice cream products at Paris landmarks, the campaign promotes brand visibility by fostering community engagement and excitement around the Olympics.

Coca-Cola, in addition to its sustainability initiatives, is releasing special edition cans that feature one half of a hugging pair. The design encourages consumers to interact with the cans by "hugging" them, symbolising community and togetherness, which resonates with the inclusive spirit of the Olympics.