Nature et Aliments, a family-owned business based in Rezé, France, is pivoting toward the outdoor recreation market as demand for its traditional organic food products fluctuates. After losing 10% of its retail footprint in the organic sector between 2021 and 2024, the company launched Naon, a brand of dehydrated organic meals specifically designed for hikers, entrepreneurs.lesechos.fr reported.
The company, which generates approximately €4.9 million in annual revenue, previously relied on organic grocery stores for 80% of its sales. Co-leaders Magalie Jost and Sybile Chapron initiated the diversification strategy after realizing that hikers had been purchasing their instant soup products during summer months—a trend the firm first identified in 2012 but left dormant for nearly a decade.
Strategic Shift to Dehydrated Meals
To develop the new brand, the PME (small and medium-sized enterprise) sought guidance from Bpifrance to refine its business model. The company explored several rejected concepts, including pancake and waffle mixes for fairground vendors and white-label culinary aids for kitchen robots, before committing to the hiking segment.
The name "Naon" was selected to remain compatible with export markets. The company currently produces 22 references at its Rezé facility.
Challenges in Retail Penetration and Financial Outlook
Expanding into the sports retail sector has presented new challenges compared to the company’s established presence in organic food stores. Because the brand is unknown in the outdoor market, Nature et Aliments faces steeper retail markups and faces different competition.
As of 2025, Naon generated €40,000 in revenue, representing less than 1% of the company’s total turnover. While the firm expects this to grow to approximately €80,000 in 2026, the project remains unprofitable. The primary capital expenditure to date has been a €150,000 production machine, 20% of which was covered by a regional grant.
Future Distribution and Expansion
Nature et Aliments is currently scaling its distribution network to increase brand visibility. The products are available on the website Lyophilise & Co, in 39 Decathlon stores during the summer season, and at select independent retailers. Further expansion is scheduled for March 2027, when the products are expected to launch at the outdoor retailer Au Vieux Campeur.
The company plans to host a sporting event at its factory in 2027 to build brand awareness. International growth is also on the horizon; after launching in Belgium, the firm has identified the Netherlands as a target market for 2028.
Frequently Asked Questions
Why did Nature et Aliments choose a separate brand name for its hiking products?
How is the company managing the financial risk of this new venture?
The business is taking a cautious, long-term approach to the brand. To keep costs manageable while scaling, the company recruited an intern to lead the brand’s development, with the intent to transition the role into a permanent position as the activity grows.
What specific products does Naon offer to hikers? Naon provides a range of 22 organic and plant-based dehydrated food products.
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