With the coming of spring, Mélior reveals its new identity

The Soufflet Group re-energises Mélior

Mélior reaffirms a strong positioning through a revisited range and a new house style.
The aim? To boost the identity and craft expertise of its baker customers.

From March 2012, the Mélior specialist brand is adding practical, quality baking solutions to its range. Designed to make life easier for craft bakers, Mélior products are now split into five categories: flour, preparations for special bread, preparations for morning goods, preparations for cakes and improvers.

A new identity for a historic brand

Known in the bakery trade for more than thirty years, Mélior gets a makeover with a new logo that puts the spotlight on wheat. An everyday ally for craft bakers with its flours, mixes and improvers, the brand wanted the overhaul to convey its expertise in processing wheat. The new logo, slimmed down and modernised, highlights a golden ear of wheat. It recalls the brand’s core business and conveys its values: proximity and simplicity. All packaging and flour bags will now benefit from the brand’s new identity that is designed to breathe new life into craft bakeries.

An ongoing policy of supporting craft baking

Mélior is putting the finishing touches to its offering and also readjusting it by more clearly segmenting its approximately sixty lines, so that craft bakers easily locate the products they need. Already well established in the bakery sector by offering traditional bread mixes, Mélior is adding seven somewhat atypical new recipes for the greatest satisfaction of independent bakers with a thirst for innovation. So to its initial catalogue it is adding the catalogue of Linseed, Buckwheat and Spelt bread mixes. Even more original, the Black Cereal Bread mix, which is used to make a seed-rich loaf with a dark crumb. An unusual feature that contrasts with its very mild toasted, malted flavours. The subtle combination of wheat, barley and rye gives it a unique taste. A natural source of fibre, this bread is a real ally for the figure and will not fail to surprise the taste buds of true gourmets.

An enthusiasm for understanding and processing wheat

For Mélior, supporting craft baking and providing craftsmen with make good bread is essential. Which is why the brand offers quality flour and mixes that benefit from strict quality control throughout the production process. In his bakery, the baker then adds expertise, value and creativity to make bread that both looks and tastes good. The brand thus becomes a partner of the craft baker by offering a broad palette of products with great tolerance that are easy to make, right for everyone.

About Mélior, the brand for independent craft bakers

For more than 30 years, Mélior has been positioned as the specialist brand in quality flour, mixes and improvers for craft bakers. Its wide range consisting of some sixty products enables bakers to give free rein to their imagination in their bakeries. Mélior does not impose any rules or restrictions on the use and processing of its products. The baker alone decides the shape, taste and even the name of the product produced. Mélior supports craft values, because with good flour, bakers are able to offer their customers good bread.

Press Contact  
Agence Droit Devant
Oanh Lecomte
01 39 53 53 33
lecomte@droitdevant.fr