how LU relies on its iconic Nantes biscuit

Its four corners are related to the four seasons, its 52 teeth to the 52 weeks, its 24 points to the 24 hours of a day and its seven centimeters in length to the seven days of the week. “I believe that I have just developed a product with a great future”declared in 1886 the founder of “Véritable Petit Beurre”, Louis Lefèvre-Utile, whose initials of his surname gave birth to the LU brand. At the time, with his wife, the Nantes resident aimed to launch a product that would support consumers in their daily lives, at any time of the day.

139 years later, the marketing genius seems to have succeeded in his bet. In 2023, 5,000 tonnes of these little cakes were placed on the market, of which 500 were exported. In addition, the brand, which now belongs to Mondelēz International, has since expanded widely with essential items. Le Petit Écolier, illustrated by Firmin Bouisset, was born in 1897. The Golden Straw, inspired by a bale of straw, was created in 1905… Today, the leader in biscuits is present in eight homes out of ten.

One kilometer of route

In November, LU, which is targeting growth of 10% by 2030, launched an advertising campaign to revitalize itself. “The challenge is to reinject emotion, to revive the strong emotional bond [partagé avec les Français]» explains Marion Thouveny, marketing director of LU from the La Haye-Fouassière factory, in Loire-Atlantique. After being launched in the Lefèvre-Utile family biscuit factory in the center of Nantes (created in 1846), then moved to famous premises in Nantes – now transformed into an essential cultural center (Lieu Unique) -, Véritable Petit Beurre have been produced since 1986 in outskirts of Nantes, in a 50,000 square meter factory. Paille d'Or, Belvita and Belin aperitif biscuits also come from this same site employing 320 employees.

There, the butter bars weigh 25 kilos and the volume of a cake mixture can reach 1.2 tonnes. Once the raw materials arrive, the ingredients are measured and premixed before resting. “Even though we are industrial, making the dough takes time”underlines Alexandre Portier, production manager. Then, the sweet mixture with the tempting smell placed in huge vats is spread automatically, then shaped and baked in rows of ovens stretching over 100 meters. The scene is nothing other than shortbread dough that an amateur cook would roll out with a rolling pin, before giving it a shape with cookie cutters. “It’s like home. It’s just the size of the tools that changes!”the professional laughs, showing people around. Like a circuit of marbles, the cakes-to-be advance on conveyor belts. Between cooling, sorting and packaging, their journey approaches a kilometer.

Preparing for the return of the Figolu

Since this summer, these rectangular treats have been wrapped on the outside in paper. Three years of work that the brand highlights. “It took a long time because, in production, it’s difficult to do. The paper tearsdetails David Monrigal, director of the La Haye-Fouassière factory, who worked in partnership with research and development and marketing teams to release it. For now, this new product, which saves 63% of plastic per pack, is specific to Véritable Petit Beurre. A natural avant-garde innovation for the brand.

Consumed by both babies and seniors, Véritable Petit Beurre represents around 25 million in sales out of a total of more than 850 million. If it is not the locomotive in financial terms, it is in terms of its local history. “It all started with Petit Beurre. It drives the brand through its image”assures Marion Thouveny. “When the brand wants to take a position on a subject, Petit Beurre is its spokesperson”she explains. During Covid, they were the ones who were covered with the inscription “Thank you so much” intended for caregivers. In 2008, when LU rolled out a Harmony Charter to grow wheat more sustainably, it was again done using the iconic biscuit. In 2026, LU will be able to count on another emblem: the return of the Figolu. Currently produced in the United Kingdom after having disappeared from the shelves for a while (a petition had demanded its return), They will soon be manufactured in La Haye-Fouassière, which is already preparing to set up this new production line.