In 2026, Vico establishes itself as a key player in both the Tour de France and the Tour de France Femmes with Zwift by becoming the official crisps brand of both events.
Founded in 1955 in Vic-sur-Aisne, the French savoury snack brand is strengthening its visibility along the routes of the Grande Boucle with an unprecedented festive activation, combining a promotional caravan, tastings and popular entertainment. A way for Vico to celebrate French conviviality at the heart of one of the most widely followed sporting events in the world.
A gourmet caravan at the heart of the Tour
For the 2026 edition, Vico is deploying its first-ever caravan made up of four branded vehicles, accompanied by a tricycle and a food truck positioned at start and finish areas. The objective is clear: to meet the public and deliver an immersive snacking experience.
Spectators will be able to enjoy entertainment and taste flagship products such as Extra, Classic and Barbecue crisps. Nearly 463,000 packs will be distributed throughout July, making Vico a major contributor to the festive atmosphere of the Tour. The brand aims to align its image with generosity, sharing and closeness to local communities.
A territorial and popular activation strategy
Beyond the caravan, Vico is strengthening its local roots with event initiatives called Vico aperitifs and the Vico guinguette. Organised in several towns along the Tour route, these events turn villages into genuine celebration spaces centred around games, tastings and social gatherings.
This strategy allows the brand to highlight its cooperative origins and its connection with local producers. By relying on accessible and convivial experiences, Vico reinforces its positioning as an authentic French brand, committed and close to consumers.
A French crisp at the heart of a popular celebration
With this large scale activation, Vico is not simply accompanying the 2026 Tour de France, it is fully integrating itself as a symbol of conviviality and indulgence. By combining on the ground presence, festive entertainment and the promotion of its expertise, the brand strengthens its image as a popular French brand rooted in local heritage, moving in rhythm with the Grande Boucle.
For your health, avoid eating food that is too fatty, too salty or too sweet.
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