Bonjour, France! Seeberger is celebrating the opening of its very first Shop-in-Shop in France and, following a successful test phase, is planning the rollout of the retail concept developed by dan pearlman.
Seeberger is on everyone’s lips: As the European market leader for dried fruits and nuts, Seeberger has been delighting customers since 1844. Since then, responsible resource management and the highest quality standards for snacks have been at the core of the company’s operations. Despite growing competition from food start-ups, Seeberger aims to expand its leading position in the future. The 2023 rebranding has made the brand more appealing to younger target groups and ensures a future-proof brand presence with a fresh look and feel. The development of the first Shop-in-Shop (SiS) space, created in collaboration with the designers and architects from dan pearlman, also contributes long-term to Seeberger’s market expansion.
Innovative Shop-in-Shop concept for the French market
An innovative, interactive Shop-in-Shop experience was created to establish Seeberger in France as a modern, natural, and emotional brand while attracting new and younger consumers. The goals included increasing brand awareness, strengthening emotional connections to the brand, positioning Seeberger as the market leader in healthy, natural snacks, and developing Seeberger into a Love Brand.
The Seeberger Brand World as an experience space for customers
In early 2025, the time finally came. Snack enthusiasts had reason to celebrate. The first Seeberger Shop-in-Shop opened at Auchan Hypermarché in Roncq, France. The specialist for healthy premium snacks perfectly showcases its product variety with the colorful new SiS format. On the 10-square-meter space, there are snacks for every occasion and every taste – from breakfast to apéro. The Seeberger Brand World stands out with its strong brand presence, inviting supermarket customers to sample and enjoy the range, including through live tastings. Whether new product innovations or proven classics – here, both loyal fans and curious new customers can fall in love with snacking all over again.
Eye-catching retail design for maximum visibility at the point of sale
As a striking orange and green hub, the new retail space ensures increased visibility and strong differentiation from competitors even from afar. All color tones are taken from the Seeberger corporate identity and were adapted for both product presentation and key design elements.
The design of the product presentation centers around the “Seeberger product display”, using cardboard display units to showcase the various product groups. As a new highlight, an orange parasol acts as a charming super-sign, serving as a cheerful, year-round anchor for the brand experience.
Successful collaboration between Seeberger and dan pearlman
The designers and architects of dan pearlman Brand Architecture have been working with Seeberger since 2023. Before developing the SiS space, dan pearlman had already designed a brand presence for an international food trade fair. Following a test phase, the SiS format will roll out to additional locations, primarily in France. Through this collaboration with Seeberger, dan pearlman is also strengthening its expertise in the food sector within the agency group.
The project team behind the Seeberger Shop-in-Shop
The dan pearlman team was led by Project Manager Natalia Jacobi, Creative Director Marius Bell, and Interior Architect Angela Rathke. Support for the implementation of the concept came from Von Hagen Design, with Anne-Kathrin Witt as project lead.
Photos: Verena Prinz / Seeberger
