Holie's, the Amsterdam-founded better-for-you cereal and bar brand, has gone live nationwide in France through Carrefour, a significant international step for the challenger. Securing a full-estate listing with one of Europe's largest grocers gives the brand instant scale in a new market.
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Founded in 2018, Holie's built its proposition on calling out the sugar hidden in mainstream cereals, positioning itself as a lower-sugar alternative that leans into fun rather than worthiness. The Carrefour rollout takes that pitch to French shoppers at scale.
"We're beyond excited to start disrupting this market and show France that healthy living can be fun for everyone," said co-founder and CEO Merick Schoute.
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