For over 50 years, Francine has been dedicated to bringing joy to French consumers through innovation! Further proof of this commitment is the April 2022 launch of a new high-quality T65 Label Rouge wheat flour product packaged in FSC®-certified recyclable bags.
Label Rouge: Premium-Quality Flour
Label Rouge is an official French quality label. It certifies that products bearing this label meet higher quality standards than other products in their category, based on their production or manufacturing processes.
This is the best-known label, with 96% brand awareness, and the one consumers trust the most, with a trust rating of 7.9 out of 10. (Source: IRi-Mintel, November 2021).
To qualify for the Label Rouge designation, products must meet strict requirements, including:
• Specific production and storage guidelines: no use of insecticides to treat wheat during storage after harvest.
• wheat carefully selected for its recognized baking quality, achieved through a process of selection and blending; only wheat varieties listed in the VRM (Varieties Recommended by the Milling Industry) are permitted.
• Quality control: Compliance with established criteria is ensured through regular audits and inspections.
Francine Label Rouge flour has been officially certified by Certipaq, which confirms that it meets the above requirements.
Label Rouge T65 flour for all your gourmet recipes
The new Label Rouge Francine flour is a T65 flour that contains nothing but wheat flour ( no wheat gluten, no malted wheat flour, and no added enzymes).
It's perfect for all your everyday meals: from sweet to savory dishes, and even for baking homemade bread.
To inspire consumers, we decided to feature a simple, everyday, quick, and delicious recipe for apple, walnut, and hazelnut cake on the packaging.
Flour sourced from France
Of all the product claims, those that seem most important to French consumers are “local” and “made in France,” ahead of certification labels. Product origin is therefore a key factor in consumer decision-making, both today and in the future (source: Shopper Psyches study, April 2021).
Like all Francine wheat flours, this new flour is made exclusively from French wheat. This product is produced and packaged at our regional mills in Reims and Brienne.
(Re)discover the three pillars of Francine’s commitments
Francine, as a brand owned by the century-old miller Grands Moulins de Paris, works directly with farmers to implement, hand in hand with them, increasingly sustainable farming practices.
This commitment requires compliance with a set of specifications that includes, among other things:
• sourcing 100% French wheat from regional mills that produce Francine wheat flour (Paris-Gennevilliers, Reims, Marseille),
• prioritizing eco-friendly transportation by barge or train whenever possible,
• the use of recycled raw materials in the production of its paper and cardboard packaging.
The new Francine Label Rouge flour comes in an FSC®-certified recyclable bag.
Francine, a brand that connects with consumers
Nearly 95% of French people know Francine!
Committed to its customers:
• By adapting their tastes to match those of others.
• By innovating with products that make everyday cooking easier for everyone.
• By pampering them with tips and delicious recipes.
Francine serves as a bridge between generations, giving a voice to both adults and children, who are also driving forces behind the culinary revival.
With nearly 50 million products tasted in France each year and just as many culinary creations, Francine is also a rapidly growing online community:
• Nearly 230,000 unique visitors per month to its website francine.com which offers over 1,000 recipe ideas and tips to simplify everyday cooking
• Over 94,000 fans on its Facebook page
• more than 5,000 followers on her Instagram account
