Francine, an iconic brand for 60 years
In 1965, 8 major regional flour mills decided to join forces to extend their reach throughout France.
And so the Francine brand was created. In fact, it was from the contraction of "France" and "Farine" that the emblematic "Francine" was born.
Francine is a long-established brand with a wide range of products to satisfy all consumers' sweet and savoury cravings: all-purpose flours, bread and brioche flours, preparations and yeasts. And over 1,000 recipe ideas are available on its website www.francine.com !
A veritable "institution", Francine has become an integral part of France's culinary heritage. But it has lost none of its audacity or capacity for innovation. Quite the contrary, in fact!
Every year, it offers flours, bread flours, preparations and yeasts to make homemade cooking accessible on a daily basis.
Francine is also the founder of the Crêpes en Fête committee, which since 1997 has been helping to promote and publicize the Chandeleur festival by giving pride of place to crêpes.
With its unrivalled expertise, Francine has developed a complete range of products over the years.
The leader in all-purpose flours, with over 37% of the value market(Sources: IRI CAM P5 2022), Francine is an emblematic brand for everyday cooking.
All-purpose flours, bread and brioche flours, preparations and yeasts: every year, an average of 10 million French households cook with Francine.
Francine is also a brand that is committed to its consumers, farmers and the planet, by offering new organic and Label Rouge products, by adopting a continuous improvement approach, in particular by switching to 100% French wheat and using FSC® paper and cardboard for its packaging, and by affixing the Nutriscore label to its products.
Francine, a brand close to consumers
For 60 years, Francine has forged a strong emotional bond with its consumers, a bond that is passed down through the generations. In 2019, Francine has enriched its mission: to simplify everyday cooking and enable people to eat as well as possible. In 2020, Francine will unveil its new signature "On se retrouve en cuisine" ("We meet in the kitchen"), the standard-bearer of its determination to give value to all those moments spent IN and WITHIN the kitchen.
In 2021, Francine decided to go one step further by giving a voice to children, who often struggle to change their parents' habits: Francine is the link between the different generations.
The promise at the heart of the brand: "A little of us and a lot of you".
Francine's commitments
French wheat, regional mills, recyclable bags... Francine is committed to offering quality products that meet the expectations of the French.
Faced with the environmental and social challenges we face, Francine has decided to take a new step by further structuring and reinforcing its commitments around 3 axes. All this, illustrated by the heart "Your pleasure is our commitment".
Francine's latest product innovations
T55 organic flour in full transparency
Since January 2021, packets of Francine T55 organic flour have incorporated blockchain technology. A QR Code makes full product traceability accessible to consumers via a simple scan.
The principle is simple: a scan of the QR code on the front of each bag displays a webapp, in which the consumer enters the batch number to reveal the complete, transparent traceability of the product, from the origin of the wheat used to the bagging of the flour.
The digital platform using blockchain technology plays the role of third-party transparency. It guarantees the reliability of value chain data and provides proof of the brand promises displayed on the sachet.
In addition to traceability, the webapp also showcases the commitment of our partner farmers through video testimonials. Another advantage of the webapp is that it provides access to the Francine universe and, via a chatbot, recipe ideas to vary the pleasures.
Label Rouge T65 flour for all your gourmet recipes
Launched in April 2022, Francine's new Label Rouge flour is a T65 that contains nothing but wheat flour (no wheat gluten, malted wheat flour or enzymes). It's perfect for all types of cooking, from sweet to savoury. Don't miss our simple, quick and tasty recipe for apple, walnut and hazelnut cake on the pack!
This new flour comes in an FSC®-certified recyclable bag.
Label Rouge is an official French sign of quality. It certifies that the production or manufacturing conditions of products bearing it are of a higher quality than those of other products in their category.
It is the label most familiar to consumers at 96%(source: Webinar IRi-Mintel - environmental labeling - 2021) and 62% of French people associate it with a superior quality product(LinkQ Kantar study - 12,000 respondents - Sept 2017 / LSA 2018 / LSA 2020).
To qualify for the Label Rouge label, products must meet the requirements defined in a set of specifications, including :
- Precise production and storage rules : no insecticide treatment for post-harvest wheat storage.
- wheat carefully selected for its baking quality: flour of recognized baking quality, obtained after wheat selection and blending; only wheat varieties from the VRM (Variétés Recommandées par la Meunerie) list are authorized.
- quality control: compliance with defined criteria is ensured by regular audits and controls.
This year our iconic brand celebrates its 60th anniversary!
Since its creation, Francine has put its expertise and know-how at the service of your culinary creations. As we celebrate our 60th anniversary, we've got a whole year's worth of surprises in store for you.
Read our latest article to find out more about this year's festivities!
For the occasion, a "60 years Francine" logo with the famous pointed hat was created, along with a Key Visual to illustrate all the year's communications.
All about Francine
To find out more about Francine, go to www.francine.com
And don't hesitate to follow the TikTok, Facebook, Instagram and Pinterest of the brand.