Each brand has a well-defined identity, with a specific values which are reflected in the product offering, features and design, as well as in appropriate communication mechanics.
We remain convinced that our balanced business model, combining profitable growth and a resolutely responsible approach, creates value for all and plays a full part in our contribution to better living in households around the world.
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9-month 2021 sales and financial data
Make homemade food accessible to everyone
Nutritionists are unanimous: eating home-made dishes, as much as possible from fresh ingredients and thus limiting the consumption of ultra-processed products (containing additives but also more sugar, salt, and fat) contributes strongly to improving the food balance. This also limits the appearance of certain diseases (obesity, diabetes, cancer, etc.).
Cooking can, however, take time or appear difficult for some. This is why we want our products and services to facilitate home-made food with solutions that simplify lives, save time and help make healthy and good recipes.
Over the years, thanks to its innovations, the Group has proven that home cooking does not need to be complicated or time-consuming. For example, the famous Super Cocotte Seb pressure cooker (1953) was the first in a long line of pressure cookers, including Nutricook and its four cooking programs that preserve vitamins and other nutrients. More recently, in 2012, Cookeo enabled time-strapped cooks to put together dishes quickly, with hundreds of step-by-step recipes that could be made in less than 15 to 20 minutes. Over 2 million have already been sold in France. Cuisine Companion then raised the bar even higher: as well as cooking, it makes the preparation of ingredients, pastry or sauces easier, using a range of accessories for chopping, mixing, beating, kneading, grating, etc. Now connected, all these products are continually receiving digital enhancements, to offer consumers an infinite quantity of recipes and a variety of delicious meals.
In its desire to make “eating well” accessible to as many people as possible, Groupe SEB includes vulnerable sections of society. That is why in 2017 it got involved in the French Malin program that aims to help young children from poor families get access to a balanced high-quality diet, and influence family eating habits. Notable Malin partners include Société Française de Pédiatrie, Croix-Rouge Française, Caisses d’allocations familiales, Blédina and Danone Communities (Danone), Lesieur and Groupe SEB via its Tefal, Seb, and Moulinex brands.
The French government included this program in its anti-poverty strategy, which became official in 2018, and in the National Nutrition and Health Program 4 in 2019. Many studies show that healthy eating from a young age helps to significantly reduce diet-related diseases such as diabetes and obesity.
As part of the Malin program, the Group offers cookware and electrical appliances at accessible prices for families (30 to 60% reduction). The objective is to offer a useful range of family products while reinforcing family home cooking habits and developing a sustainable balanced business model for the Group. These “preferential” sales are held twice a year (two-month periods) on an internet platform. A study of buying habits during these campaigns and discussions with the beneficiaries give greater insight into families and their practices in order to tailor the offering to their needs. The Group also uses this program as a platform to provide advice (good planning and tips) on healthier eating.
At year-end 2019, over 15,000 families had benefited from the Malin program since the outset. Over time, it will be offered to 480,000 eligible families throughout France with the goal of reaching at least 160,000.
In many countries, Group subsidiaries are organizing events to promote homemade cooking. For example, in 2019, Groupe SEB Korea ran such an event at the cooking studio of the public television station KBS. Two star TV chefs shared their experience and cooked recipes with Tefal products surrounded by 120 people including social media influencers, journalists, passionate newbie cooks, etc. The homemade message was spread through 90 articles and photo features in the large national dailies and through various sponsored messages on Instagram and YouTube.
Once again in line with the socially guided business approach, in 2019 the Group partnered with two associations in the Lyon region to give them access to reduced price products, in particular in the course of stock clearances. The first partner, Revivre, is a social development association with a focus on inclusive employment that acts as a central purchasing body for other charitable associations. The second partnership is the VRAC association, which helps establish purchasing groups in lower income areas, to give everyone access to quality products. The products are purchased directly from manufacturers at reasonable prices and then distributed by local residents. VRAC thus encourages sustainable and responsible consumption.
1 programme pour rendre le fait maison accessible à tous