Delice de France to rebrand in New Year

Aryzta Food Solutions, the owner of the Coup de Pates and Delice de France brands will merge the two, claiming that the new bakery brand hybrid will offer more innovative and exclusive products to the UK.

The brand merge applies purely to the company’s foodservice arm, and the 20 or so Delice de France branded food outlets in travel hubs will continue to trade under the same name.

Coup de Pates has traditionally been positioned as a specialist sister brand to Delice de France.

As part of the rebrand, Coup de Pates has also signed a sponsorship deal with Salon Culinaire, a fine dining and global culinary competition for chefs.

Aryzta MD Thierry Cacaly said: “In France, the name Coup de Pates has long been synonymous with heritage, provenance, and artisanal skill; it’s time that the UK got to experience the same breadth of range and choice.

“It’s with great pride therefore, that our official launch coincides with the headline sponsorship of La Parade des Chefs at Salon Culinaire – truly one of the world’s most challenging culinary arenas.”

The company said the merger had been strengthened by the recent opening of its new customer innovation centre in Covent Garden in London.

The rebranded company will début its products at the Hospitality Show in Birmingham’s NEC from January 19 – 21.

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