In 2024, La Laitière became the third favorite brand of the French and lost the first place on the podium, which it had grabbed the previous year. What does it matter for the historic brand that continues to sell nearly 88,000 tons of products per year. Yogurts, faisselles, mousses, pastries, … who has never put one of these famous delicacies in their fridge? And among those who no longer do without them for dessert, who could really identify the young woman plastered on the packaging of the products for more than 40 years already?
“The Mona Lisa of the North”. That’s how Johannes Vermeer’s more than famous milkmaid is nicknamed. And it’s far from supermarkets that she’s been admired since the 17th century, although some can’t imagine her anywhere other than on yoghurt pots. Zoom in on the secrets of one of the French’s favourite brands, and on its Dutch muse.
100% French products and strong commitments
La Laitière is a French brand, created in 1973 and then bought by Nestlé in 1905. All of the brand’s research centers and the majority of its factories are located on French soil. The milk supply, for its part, is also local. “We collect it from French farms an average of 30km from our factories”assures the brand on its site.
A local commitment, therefore. But not only that. “More than fifty of our technicians crisscross the countryside in contact with milk producers to provide them with advice and technical assistance with a view to promoting milk quality, respect for the environment, and animal welfare.” La Laitière ensures that it selects quality ingredients and constantly wants to improve the recipes for its products.
More than 400 tonnes less sugar for healthier products
Because health is undoubtedly the most important, La Laitière teams are keen to improve their recipes every day for the well-being of consumers. Thus, in 2020, the brand noted nearly 400 tonnes less sugar in its products, compared to 2018. “And we are continuing our efforts by gradually removing additives from our products.”completes the brand. Taste-wise? Nothing changes. “Daily tastings are organized in the factory on all manufactured products and more than 620 tasting sessions are carried out by our product experts each year.”
A famous painting in the fresh produce section since 1973
The Milkmaid is undoubtedly one of the most famous paintings painted by Johannes Vermeer. On the canvas, a diligent servant pours a trickle of milk into a jar. And the one with a real maternal dimension adorns today – and for more than 40 years – the yogurt pots of the eponymous brand.
A true stroke of marketing genius. It was 1971 when Jean-Claude Marcantetti – product manager of the Chambourcy group – mentioned to his superior the idea of a yogurt in a glass jar. Two years later, the high-end product arrived on the shelves and, in 1975, the idea of using a famous painting on the packaging germinated in the minds of the brand’s teams. “At the time, other brands used painting in their communication”assures Philippe Auroir, director of the agency in charge of the brand’s communications. “We were leafing through an art book looking for a rare gem when a secretary, passing through the office, pointed to Vermeer’s The Milkmaid and shouted ‘That’s it!'” Over the years, the famous Dutch painting has appeared on the packaging of La Laitière products.
But who is hiding behind the famous milkmaid?
In 2023, Nestlé challenges itself to imagine what lies around Vermeer’s famous milkmaid. Using artificial intelligence, the food group offers an unexpected interpretation of the painting.
And this is not the first time that the brand has tried its hand at this exercise. A year earlier, La Laitière and the Ogivy Paris agency had imagined the scene in a wide shot. We discovered a piece of the kitchen, many spectators at the show and a young boy, hidden under the table waiting to taste the delicious dish of the milkmaid.
