Bonux, the “1000 gift laundry detergent” is back on supermarket shelves, something to delight the most nostalgic. Created in 1958 by Procter
The first packets of powder detergents reappeared on April 12 on the shelves of the Leclerc store in Moisselles, in Val d’Oise. Enough to revive Marie’s memories: “When I was little, I rushed to my grandmother’s laundry room to retrieve the little kiki – a plastic game – hidden in the powder bin”. Some even intend to resume their “collection of fireflies”, like Steve who “found their phosphorescent side incredible” when he was little. The famous phrase “there are some who got their driving license in a packet of Bonux” is therefore ready to come back into fashion.
Behind this reappearance is the Héritage group, which bought Bonux last June. The brand then belonged to the German company Dalli, which specializes in the marketing of distributor brands. “We realized that there was enormous potential because Bonux is well known to French consumers,” says Richard Lerosey, one of the co-founders of Heritage. According to one of their surveys, Bonux is thus popular with 90% of people aged 40 and over. The Héritage group is moreover not at its first attempt, after having already relaunched brands from yesteryear such as Miror, Baranne, Minidou or even Décap’Four.
The main challenge is to bring these brands up to date with the expectations of new consumers. “In our product compositions, the ingredients are healthier and more responsible,” assures Richard Lerosey. Bonux toys have also been redesigned: out of plastic figurines and make way for platform games or seeds to sow. For the co-founder, it was essential “to make a gift that makes sense by bringing parents and children together, while being “made in France””.
Bonux products will gradually arrive on supermarket shelves, in the form of powder, liquid detergent and capsules. Note that all formats will contain a gift. For the time being “nearly 60% of the distribution” has entered into a partnership with the Heritage group, including Leclerc, Intermarché, Casino, Monoprix and Cora. To regain consumer confidence, Richard Lerosey wants to sign new contracts with other brands and increase advertising spots on television and on social networks, “to reach all generations”.
The objective is “to get between 2 and 4% of the laundry market”, he adds, “and to increase the group’s annual growth by 12% per year”. Last year, Héritage generated 20 million euros in turnover and intends to buy new brands well known to the French in the coming months.
