Francine, an iconic brand for 60 years
Eight major regional flour mills decided to merge in 1965 in order to expand their reach throughout France.
That is how the Francine brand was created. In fact, the iconic “Francine” name is a combination of “France” and “Farine.”
With a long history and a must-visit destination, Francine offers a wide range of products to satisfy all consumers’ sweet and savory cravings: all-purpose flours, bread and brioche flours, baking mixes, and yeast. And there are over 1,000 recipe ideas available on its website www.francine.com!
A true “institutional” brand, Francine is now an integral part of France’s culinary heritage. But it has lost none of its boldness or innovative spirit. Quite the contrary!
Every year, the company offers flours, bread flours, baking mixes, and yeast to make home cooking accessible for everyday use.
Francine is also the founder of the Comité Crêpes en Fête, which has been working since 1997 to promote and raise awareness of Candlemas by putting crêpes in the spotlight.
Drawing on her unrivaled expertise, Francine has developed a comprehensive range of products over the years
As the leader in all-purpose flours, with over 37% of the market share by value (Source: IRI CAM P5 2022), Francine is an iconic brand for everyday cooking.
All-purpose flours, bread and brioche flours, baking mixes, and yeast: every year, an average of 10 million French households cook with Francine.
Francine is also a brand committed to its consumers, cooperative farmers, and the planet, offering new organic and Label Rouge products, pursuing a policy of continuous improvement—including switching to 100% French wheat and using FSC®-certified paper and cardboard for its packaging—and displaying the Nutriscore on its products.
Francine, a brand that connects with consumers
For 60 years, Francine has built a strong emotional bond with its customers—a bond that spans generations. In 2019, Francine expanded its mission: to simplify everyday cooking and help people eat as well as possible. In 2020, the brand launched its new slogan, “Let’s meet in the kitchen,” which embodies its commitment to celebrating all those moments spent IN and AROUND the kitchen.
In 2021, Francine decided to take things a step further by giving a voice to children, who often struggle to change their parents’ habits; in this way, Francine serves as a bridge between the different generations.
The brand’s core promise: “A little bit of us and a lot of you”
Francine's Commitments
French wheat, local mills, recyclable bags… Francine is committed to offering high-quality products that meet the expectations of French consumers every day.
In light of the environmental and societal challenges we face, Francine has decided to take the next step by further structuring and strengthening its commitments across three key areas. All of this is embodied in the motto: “Your satisfaction is our commitment.”
Francine's latest product innovations
Organic T55 Flour: Full Transparency
Since January 2021, Francine T55 organic flour packages have incorporated blockchain technology. A QR code allows consumers to access the product’s full traceability with a simple scan.
The concept is simple: scanning the QR code on the front of each bag opens a web app where the consumer enters the batch number to view the product’s complete and transparent traceability, from the origin of the wheat used to the packaging of the flour.
The digital platform, which uses blockchain technology, acts as a transparent third party. It ensures the reliability of data throughout the value chain and provides proof of the brand’s claims displayed on the package.
Beyond traceability, the web app showcases the dedication of our partner farmers through video testimonials. Another benefit is that the web app provides access to the Francine brand, and through a chatbot, it offers recipe ideas to add variety to your meals.
Label Rouge T65 flour for all your gourmet recipes
Launched in April 2022, the new Label Rouge Francine flour is a T65 flour that contains nothing but wheat flour ( no wheat gluten, malted wheat flour, or enzymes). It’s perfect for all kinds of cooking, from sweet to savory recipes. Check out our simple, quick, and delicious recipe for apple, walnut, and hazelnut cake featured on the package!
This new flour comes in an FSC®-certified recyclable bag.
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 label most recognized by consumers (96%) (source: IRi-Mintel Webinar – Environmental Labeling – 2021), and 62% of French people associate it with a high-quality product (LinkQ Kantar Study – 12,000 respondents – Sept. 2017 / LSA 2018 / LSA 2020)
To qualify for the Label Rouge designation, products must meet the requirements set forth in a set of specifications, including:
• Specific production and storage guidelines : no use of insecticides to treat wheat during storage after harvest.
• wheat carefully selected for its baking quality: high-quality baking flour, produced through the selection and blending of wheat; 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.
This year, our iconic brand is celebrating its 60th anniversary!
Since its founding, Francine has been putting her expertise and know-how to work for your culinary creations. To mark her 60th anniversary, we have a whole year of celebrations filled with surprises in store for you.
Check out our latest article to learn more about this year’s festivities!
To mark the occasion, a “60 Years of Francine” logo featuring the famous pointed hat was created, along with a key visual to be used in all communications throughout the year.
Everything You Need to Know About Francine
To learn more about Francine, visit: www.francine.com
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