Delice de France is to rebrand as Coup de Pates in a bid to appeal more to UK chefs.
The two brands, both owned by Aryzta Food Solutions, will merge in the hope that the new bakery brand hybrid will offer more innovative and exclusive products to the UK.
The brand merge applies purely to the company’s food service arm, and the 20 plus Delice de France branded food outlets in travel hubs will remain trading under the same name.
Coup de Pates has traditionally been positioned as a specialist sister brand to Delice de France.
As part of the rebrand, Coup de Pates has also signed a sponsorship deal with Salon Culinaire, a fine dining and global culinary competition for chefs.
Managing director of Aryzta Thierry Cacaly said: “As we move into a bold new era for our business, we want to share our journey with our UK chefs and demonstrate that we are the authentic bakery experts – a true foodservice partner.
“In France, the name Coup de Pates has long been synonymous with heritage, provenance, and artisanal skill; it’s time that the UK got to experience the same breadth of range and choice.
“It’s with great pride therefore, that our official launch coincides with the headline sponsorship of La Parade des Chefs at Salon Culinaire – truly one of the world’s most challenging culinary arenas.”
The company said the merger had been strengthened by the recent opening of its customer innovation centre in Covent Garden.
Cacaly added: “This exciting new chapter is all about strengthening our partnerships with the UK foodservice community, continuing the drive for innovation and quality. Indeed, quality has a new name and we want Coup de Pates to be on the lips of UK chefs going forward.”
The rebranded company will début its products at the Hospitality Show in Birmingham’s NEC from 19-21 January.