Plan afoot to make Irish retailers ‘leaders in fresh bakery’
Bakery brand announces it has invested in a multi-million euro strategy and is working with retail partners to "transform the in-store fresh bakery experience"
21 March 2014
Cuisine de France has announced a new multi-million euro strategy which it says will position Irish retailers as leaders in fresh bakery.
The new nationwide investment programme, centred on Cuisine de France’s unique bakery offering, which includes new recipes, a re-design of the in-store experience; a Learning and Innovation Hub; and a prime-time television and digital consumer campaign called ‘Vive lés differences’.
The brand’s recipes have returned to their original French roots. New and improved recipes, pioneered by the Cuisine de France bakery team in Paris, have been developed to enhance its range.
The Cuisine de France Learning and Innovation Hub, located in Dublin, will provide "best-in-class training" for retail staff over the coming year, overseen by Cuisine de France experts in bakery, merchandising and sales.
Commencing 21 April, the brand will also launch its first television and digital marketing campaign. The French themed TV advert, called Vive lés differences, will feature at prime time television slots on RTE, TV3, UTV, TG4, E4 and Sky channels. Vive lés differences will also feature digitally through YouTube, Facebook, RTE player, 3player.
Cuisine de France has already commenced its in-store re-design with retailer partners across the country, and expects to continue this roll-out over the coming months.
Announcing its new strategy, Peter Jackson, managing director, Aryzta Food Solutions Ireland said the strategy, informed by domestic and international research, represented a bakery renaissance some 25-years after Cuisine de France first pioneered the fresh bakery experience.
Jackson said: "Our new strategy is the culmination of a comprehensive review of every part of the Cuisine de France brand. We engaged extensively with retailers and consumers. We analysed the global bakery market, benchmarking ourselves against countries like the US, UK, France and elsewhere. The outcome is a celebration of the unique Cuisine de France offering of quality breads and pastries, premium in-store experience, and leading innovation.
"We are working with our retail partners to transform the in-store fresh bakery experience. Our team has received a very positive reaction from retailers over the last few weeks."
He added that the launch of its new strategy represents the start of a new approach from Cuisine de France.
"As a category leader, we have a responsibility to set the standards for our customers’ in-store, every day. We are confident that our new strategy will achieve this, positioning our retail partners as leaders in fresh bakery," Jackson said.