Disappeared from the shelves of department stores in 2012, the brand is back thanks to a French SME which intends to revive popular references.
Who remembers for example chocolates Wonders of the World, Minidou, Mirror, Decap’Fourshoe polish Baranne or the drink Tang based on powder supposed to taste like orange? If these names come to mind, and which sometimes people under 20 cannot know, it is thanks to Héritage, an SME with 100% French capital, based in the Val-d’Oise in the Paris region, managed by Daniel Chassagnon and Richard Lerosey, two veterans of the food industry and household products. Their latest challenge is called: Bonux.
>> “The Bonux gift is known by all French people over 45”, Daniel Chassagnon, co-founder of the Héritage brand, buyer of Bonux
Created in 1958 by the American group Procter and Gamble, then fell into oblivion in the early 2010s before being taken over by the German Dalli, then finally sold to Héritage in June 2022, laundry Bonux returns by adapting to current demands and needs. Greener ingredients, not to mention the small hidden gift, which the children were impatiently waiting for once the parents returned from the supermarket. And then this famous arrest when a motorist swerves on the road: “You got your license in a package Bonux ?”.
In any case, finished the multicolored “P’tit Kiki” or the phosphorescent firefly figurines that some collected. The toy Bonux” new generation wants to be intelligent: seeds to sow or platform games, in particular.
Trust Capital
Currently offered in a Leclerc store in the town of Moisselles in Val-d’Oise, Bonux will gradually reappear on the shelves of department stores as Heritage aims to expand sales throughout France. 60% of medium and large retailers have already entered into a partnership with the company, including Intermarché, Leclerc, Casino, Monoprix and Cora. Advertising should also make a comeback.
The objective of the buyer and new promoter of Bonux is to win up to 4% of the laundry detergent market with a capital of confidence confirmed by market studies: today Bonux is still popular with 90% of 40+ year olds.