In 2021, Grands Moulins de Paris is launching the Sélection line : carefully selected products for unparalleled quality. This new line will allow you to give free rein to your creativity withpremium ingredients andflours.
An interview with Marie-Aude Lebrun, Head of Marketing and Corporate Communications, wholaunched the Signature line.
Could you introduce yourself in a few words?
I am the marketing manager responsible for corporate communications at Grands Moulins de Paris and for all marketing initiatives targeting our artisan bakers.
How does the new product development process work within the marketing department?
It’s a true team effort that begins by listening to consumer expectations and our clients’ needs. Once those needs are identified, we work hand in hand with the development, quality, and production teams. Before launch, all our products are tested and approved by our bakers who are members of the Confrérie des Grands Moulins de Paris. It is essential for us to have this “certification of expertise” from our team of bakery consultants, who are in the bakeries every day alongside our clients.
Can you tell us about the new Sélection line? What sets it apart from your other existing lines?
With this new line, Grands Moulins de Paris offers a wide selection of flours and ingredients that allow every artisan to put their own personal touch on their products and give free rein to their creativity, inspiration, and expertise:
• Flours from certified organic or Label Rouge CRC-certified sources, such as our Platine flour, and support our commitments to quality and environmental responsibility.
• Traditionalflours madefrom recognized heirloom grain varieties, used to bake breads rich in flavor and history.
• Traditionalflours areused for their technical properties to make all our everyday products in keeping with baking traditions.
• Grainingredients with appealing sensory properties that can be used to create unique products
Why did you decide to develop this line?
Today, consumers are seeking authenticity. Eighty-three percent of them are interested in “authentic” products made using traditional methods. They also pay close attention to the source and origin of the products they consume.
To meet this demand and keep pace with market expectations, every artisan needs the finest ingredients to fully express their creativity, and it is our role as millers to support them day after day with carefully selected flours and ingredients. Standing by our customers’ side is what we love to do and have been doing with passion for over 100 years, but it is their talent that makes the difference.
What are the benefits of this product line for artisan bakers?
Beyond the intrinsic characteristics of the products—such as quality, origin, and certifications—which fully meet customers’ expectations for authenticity, taste, and meaning, the major advantage of this new line is that it allows you to add a personal touch to a wide variety of gourmet products, not just bread or baguettes. By adapting to each recipe, it allows you to give a croissant its distinctive character, impart an inimitable flavor to a brioche, or enhance the taste of a cookie.
