< Back to news 23 December, 2014

Delice de France to Rebrand as Coup de Pates

Aryzta Food Solutions has announced that it is to rebrand Delice de France as Coup de Pates this coming January, as the owner of both brands looks to target more UK chefs with an enhanced offering and sponsorship of leading culinary competition, Salon Culinaire.

A principal supplier in France for almost a quarter of a century, with a reputation for unmatched quality, and innovation, Coup de Pates has traditionally been positioned as a specialist sister brand to Delice de France. The two will now merge and rebrand as Coup de Pates, resulting in more exclusive products being made available to UK chefs alongside the existing Delice de France range – a process which has already begun with the unveiling last month of a brand new Autumn/Winter 2014-15 catalogue.  

Chefs can experience the new and improved company for the very first time at January’s Hospitality Show (19th-21st NEC, Birmingham) where there will be a raft of exclusive Coup de Pates products on show to see and sample (Stand 1240). The company is also the core sponsor for fine dining chef team challenge, La Parade des Chefs, part of world famous culinary competition, Salon Culinaire.  

Managing Director of Aryzta Food Solutions, Thierry Cacaly, said: “As we move into a bold new era for our business, we want to share our journey with our UK chefs and demonstrate that we are the authentic bakery experts – a true foodservice partner. 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 move to Coup de Pates has been further strengthened by the establishment of a recently opened Customer Innovation Centre in the heart of London’s West End. Fully equipped with state-of-the-art chef facilities and a dedicated training and development centre, the relocation will give flight to yet more innovation in the coming months as the Coup de Pates chefs turn their hands to the business of creativity.

Thierry adds: “This exciting new chapter is all about strengthening our partnerships with the UK foodservice community, continuing the drive for innovation and quality. Indeed, quality has a new name and we want Coup de Pates to be on the lips of UK chefs going forward.”    

To find out more about Beacon and how you can begin trading with Coup de Pates on Beacon terms, please contact us.