As the French people’s favorite flour brand*—with more than one product sold every second in France**—Francine is the go-to brand for home cooking, bringing together people of all ages.
This success is the result of our strong commitment to our consumers, as we strive to offer products that make everyday cooking easier and address their needs.
Discover our two latest products, launched last April to meet our customers’ expectations regarding sustainability and culinary enjoyment:
• T65 Soil and Biodiversity Conservation Flour: a new product that supports farmers in adopting increasingly environmentally friendly agricultural practices.
• T45 Oat Flour: ideal for yeast-risen doughs, it gives all baked goods a light and fluffy texture!
These two launches were made possible thanks to the hard work of all the project teams, and
is now in the hands of the Francine sales teams!
* Source: 2023 "France's Favorite Brands" survey, ranked 34th (ahead of all other brands in the Flour category).
** Source: IRI, unit sales, 7-week rolling period 2023, France total.
The Flour: Preserving Soils and Biodiversity—A Flour with a Purpose
These days, the quality of farmland is declining due to intensive farming practices that make the soil impermeable. In response to this situation, many French farmers are adopting specific agricultural practices that help the soil regenerate. With this new product, Francine has chosen to partner with farmers from the VIVESCIA cooperative to promote this approach to consumers.
This results in a flour that is committed to the planet (reduced tillage, crop diversification, etc.) as well as to those who grow our wheat. This flour is produced at the Brienne-le-Château mill and bagged at the Reims mill.
Francine is thus meeting the expectations of consumers who are looking for brands to act more responsibly:
• 73%* of consumers are interested in product innovations that are environmentally friendly and conserve natural resources.
• 72%* ofconsumers are interested in innovations that come from fair trade or products manufactured in a way that respects workers’ and/or producers’ rights.
Source: *Kantar Food 360, 2022
The "Soil and Biodiversity Conservation" flour is suitable for all uses (T65) and can therefore be used in both savory and sweet recipes.
Check out these delicious recipe ideas below:
• Ham crumble
• Chocolate chip cookies
• Mirabelle plum tart
Oat flour: for (very) moist baked goods
Produced and packaged at the Reims mill, Gruau flour is a flour with a natural superpower!
Because it’s made from high-gluten wheat, it contains more protein than standard wheat flour, giving it superior rising power. Plus, thanks to its high quality and fine texture, Gruau flour ensures a smooth, even consistency in all your recipes.
The result? Pastries and baked goods with unmatched softness!
Need some inspiration on how to use it? Check out these delicious recipe ideas below—perfect for this winter:
• Cinnamon banana bread
• Alsatian manneles
• A delicious kouglof
Looking for more recipe ideas? Visit our Francine website !
Don’t hesitate to try these two new products with our introductory offer: get an instant discount of €0.40 when you buy a package of Gruau flour or a package of Soil and Biodiversity Conservation flour by clicking here: https://www.francine.com/les-bons-plans
