Did you know that Francine, the iconic brand from Grands Moulins de Paris, is expanding its presence in the Americas?
Our French milling expertise is gradually gaining a foothold among American and Brazilian consumers.
An unexpected encounter in the midst of lockdown
While Francine flour was already sold in the United States,2020 marked a turning point thanksto an American influencer who is gluten-intolerant and frustrated with local bakeries. In the midst of the Covid-19 pandemic, she rediscoveredthe joy of kneading dough thankstoa package of Francine flour she brought back fromone of her trips to France.
She notes that the quality of the flour allows her to eat bread and pastries without experiencing digestive discomfort. When she shares her experience with her community, it sparks a lot of interest in the product.
This surge in popularity has accelerated the rollout of our iconic brand on Amazon US, making Francine accessible to a wider audience across the Atlantic.
From Texas to New York: a premium location
Today, Francine is no longer just an online brand: it has made its way onto the shelves of the most prestigious retailers. Since 2022, Francine has been available at Central Market, the leading upscale supermarket chain in Texas.
In New York, the Francine brand is gaining visibility and starting to make a name for itself in the Big Apple’s most vibrant neighborhoods. We have established a strong presence at strategic retail locations such as:
- Chelsea: Westside Market
- Nolita: Mulberry Market
- West Village: Elm Wellness
- East Side: A Matter of Health
- Gramercy Park: Eden Gourmet
This success extends to the network of gourmet food shops and specialty stores as well, including iconic locations such as Maison Pasquale in Chicago and Moulin in California.
2025: Heading to Brazil!
The brand’s expansion doesn’t stop at the U.S. Since 2025, Francine has also been making a splash in Brazil at the Emporio gourmet grocery chain, where the following products are available:
- My multigrain bread
- My homemade bread
- My country bread
- My homemade brioche
The launch was supported by a collaboration with the influencer duo Bruno and Tainna, whose viral video proved that all it takes is a package of Brioche Maison flour to bring the aroma and softness of a Parisian bakery to any Brazilian kitchen.
Today, Francine appeals to both culinary enthusiasts and connoisseurs of exceptional products around the world. More than just a flour, it embodies the French way of life, rooted in simplicity, sharing, and enjoyment.
