- Vico, the crisp brand that makes all its products in Picardy, will be an official supplier to the Tour de France until 2028.
- The hugely popular crisp brand will bring its activations to several Tour de France stages as soon as July 2025 and join the caravan in summer 2026.
VICO AND THE TOUR DE FRANCE GO TOGETHER LIKE CRISPS AND SALT
Vico, a leading manufacturer of salted snacks, has been bringing French people together over good times for more than seven decades. This year, the Grande Boucle will hit the road in Lille, with the first stages taking riders and fans through Hauts-de-France, home to Vico and its suppliers. Since the 1950s, Vico has been reinventing crisps to match changing tastes, all while staying true to its Picard roots. Based in Vic-sur-Aisne, the brand works hand in hand with over 45 local farming partners, who grow their potatoes with unmatched expertise.
"The Tour de France is a pillar of French heritage, bringing together hundreds of thousands of fans every year in a spirit of celebration. That is exactly where Vico shines, adding flavour to those joyful, feel-good moments with tasty, authentic and high-quality snacks. This event is a golden opportunity for Vico to connect with our consumers and give them a taste of our products", said Geneviève Louis-Hooper, Chief Executive Officer at Vico.
SOMETHING FOR TOUR FANS TO SINK THEIR TEETH INTO
The partnership between Vico and the Tour de France will last until 2028. For the 112th edition, Vico will be calling at every host town or city to give consumers a taste of its products through flavour-packed activations, showcasing the incredible variety of tastes that the brand has to offer. In-store events will bring the celebration to retailers across France all through July.
OFFICIAL CRISP TO JOIN THE CARAVAN
2026 will take the partnership to a whole new level as Vico joins the Tour de France caravan. "The iconic publicity caravans thrill millions of Tour de France fans year after year. For Vico, it is a brilliant chance to get creative and surprise spectators all along the route. We are looking forward to becoming part of these popular, festive moments, which are a perfect match for the spirit of Vico", said Sophie Van Eeckhaute, Marketing Director at Vico.
Julien Goupil, Media and Partnerships Director at ASO, added: "It is always a pleasure for the Tour de France to join forces with a French brand that stands for relaxation, sharing and enjoyment. At the end of the day, the Tour and Vico crisps speak the same language. Both are all about bringing people together, and great taste and good vibes are a big part of the experience of a day at the Grande Boucle."
