Tarte à moi
Well-loved cake brand conquers patisserie counters in retail

A fresh and familiar cake brand

true. food agency developed a whole new brand concept for La Lorraine bakery group’s cake assortment: Tarte à Moi. Throughout the years, it has become a well-loved brand in pastry counters of supermarkets all over Belgium.

Innovating in a highly competitive retail environment

As Belgium’s largest industrial bakery, La Lorraine provides over 2.300 supermarkets with bread and patisserie every day. Innovation being one of its core values, this bakery group keeps developing new products that respond to consumers’ ever-changing wishes – like in the pastry market for retail, where you had basic products like rice or apple cakes, and high-end patisserie like javanais or miserable cakes.

However, a large gap existed in between those two sides of the spectrum. What about those spontaneous moments, festive get-togethers that suddenly need to be topped with some great pastry? Building on this insight, La Lorraine was ready to enter the B2C market with a whole new range of homemade-style cakes. And they asked true. to develop a fitting brand culture.

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