Délifrance invests in sites and brand refresh

Délifrance is celebrating its 30th anniversary in the UK with investment in new and existing sites, a design refresh and a restructure of its brands.

The European bakery supplier is investing in its factory in Wigston, Leicestershire – which produces bread and viennoiserie – to increase capacity. Away from the UK, it is also opening new headquarters in Ireland and has acquired a Heinz KG Bakery in Germany, providing a new site that will see Délifrance expand its premium, artisanal bread range.

“It’s an exciting time for us at Délifrance UK and across the wider business. We already develop upwards of 300 new products a year, and these new sites and expansions will help us create and deliver even more,” said Stéphanie Brillouet, Délifrance UK marketing director.

Délifrance has revamped its design with a new logo, colour scheme and UK website. The updated look aims to unify its global brand as well as its foodservice and retail offers.

“Each country has different trends and tastes, but we sell a little bit of France wherever we operate. This new visual identity stretches across every country Délifrance operates in, bringing all 100 countries a little bit closer together,” added Brillouet.

Alongside the new look, Délifrance UK has restructured its array of viennoiserie, patisserie, savoury and bread products into a range of brands. They are Core, Essentials, Heritage, ‘Feel Good’, ‘à la folie!’ and ‘A taste of’.

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