Range, become the flagship of the Paysan Breton brand, celebrates its 25th anniversary by recording an exceptional performance in a stable market, with uninterrupted double-digit growth for ten years, which results in particular in investments on French territory.
In the first half of 2022, sales of consumer products (PGC) recorded a decline of 2,9 %, and the spreadable cheese market stabilizes at 0,9 %. In this sluggish market context, Madame Loïk whipped cheese continues its growth, estimated at +13% since the start of the year. A success which places Madame Loïk number two among national brands in June 2022. These record performances are part of an exceptional growth dynamic undertaken over the last 10 years : sales of Madame Loïk whipped cheeses quadrupled between 2011 and 2021 ! “Madame Loïk’s success is the fruit of our “In the Name of Good” approach to responsibility.. For over fifty years, Paysan Breton is committed to offering quality dairy products, contributing to the support of our breeders and the local economy, whether by the production of milk or by the manufacture of its products”, argues Marie-Paule Pouliquen, marketing director of Paysan Breton. Madame Loïk also stands out for her organoleptic qualities.. Its Garlic and Fine Herbs version won a bronze medal in 2022 and a silver in 2018 at the General Agricultural Competition, while its Nature version was awarded a gold medal in 2020 and 2018.
Contribution to the local economic and social fabric
To support the growth of Madame Loïk whipped cheese in all sales channels (GMS France, export et B to B), the cooperative company Laïta is making significant investments on its production site in Créhen, in the Côtes-d’Armor department, historic birthplace of Madame Loïk. Since 2020 and until 2024, more than 20 million euros in total will be invested in work to extend the cheese factory, as well as in the increase in production capacities, including in particular the construction of a new production line and the acquisition of new packaging machines, operational from 2025. “The year of its launch, the workshop produced 43 tonnes of whipped cheese. Today, we manufacture around 4,900 tonnes of it. The strong enthusiasm for this product is now pushing us to expand.”, explains Jean-Marie Le Bris, Consumer Products Director at Laïta.
