Chicory makes a comeback, seeing a 10% increase in sales
In the heart of Paris, a centuries-old chicory company, Chicorée Leroux, has risen to global prominence. This humble root, known for its sweet taste with a subtle almond flavour, has been given a modern makeover, transforming it into a trendy, flavourful, and artisanal alternative to traditional coffee.
The rebranding strategy capitalises on chicory's nuanced flavour profile and its association with craft and authenticity, resonating with younger consumers seeking novel, less conventional coffee experiences. Parisian coffee shops, as well as New Orleans-style coffee companies, are emphasising chicory as part of their heritage and artisanal coffee culture, innovating traditionally inspired products.
The contemporary image of chicory is backed by broader trends, highlighting complexity, botanical flavours, and natural ingredients as key drivers of appeal among younger consumers. Moreover, chicory-based drinks are often marketed with a focus on health benefits, craft origins, and as a sophisticated alternative to caffeine-heavy drinks, appealing to demographics interested in such qualities.
For many customers, chicory is a new taste. Over a year and a half of research and development was required to perfect the dosage for chicory infusions. Doriane and Nathalia, who work for a new chicory brand, are at the forefront of this rejuvenation, striving to bring the best of chicory to the masses.
One consumer shares that chicory is sweeter than coffee, making it an appealing choice for those seeking a less bitter taste. A cup of chicory can set you back around four euros, positioning it as a premium beverage. The new chicory brand is targeting young people to increase sales, tapping into the growing demand for unique and authentic flavour experiences.
The innovative chicory infusion is making waves in the infusion market, offering a fresh take on a traditional drink. Chicory, once perceived as a substitute drink during the two world wars, is now being discovered for its super benefits. It is rich in oligo-elements and helps fix certain vitamins, making it a health-conscious choice.
The rejuvenation of chicory is not only benefiting Chicorée Leroux but the entire industry in the North. Sales of chicory have increased by 10% in recent years, reflecting the growing popularity of this ancient root. The outdated image of chicory, once associated with an old-fashioned ad campaign, is being replaced by a modern, vibrant brand that emphasises taste, pleasure, and humour in its social media content.
The marketing director at Cherico, Dorianne Leleu, is leading this transformation, focusing on the unique characteristics of chicory to create a compelling narrative that appeals to a younger audience. As chicory continues to capture the imagination of consumers worldwide, it's clear that this humble root has a bright future ahead.
- The revitalized chicory brand, led by Doriane and Nathalia, is conquering the global market with its unique infusions, capturing the interest of consumers seeking unconventional flavors.
- As part of their heritage and artisanal coffee culture, Parisian coffee shops and New Orleans-style coffee companies are reinventing traditional products using chicory, appealing to customers seeking something more refined and health-focused.
- Chicory's controversial image as a novelty drink during the world wars is giving way to a contemporary profile shaped around taste, pleasure, and humor, all while maintaining an air of authentic craft.
- Beyond its super benefits, including rich oligo-elements and vitamin-fixing abilities, chicory stands out in the food-and-drink world with its fashion-and-beauty appeal, catering to a younger, mindfulness-focused demographic.
- Empowered by education-and-self-development resources and personal-growth tools, Chicorée Leroux's marketing director, Dorianne Leleu, is leading the way in crafting a chicory narrative that sparks intrigue and fosters lasting connections with customers worldwide.
