Le Trésor des Dieux sardine cans are getting a makeover with the appearance of a new “100% local fishing” label and a return to the original name with a new Les Dieux logo..
Le Trésor des Dieux sardine cans are getting a makeover with the appearance of a new “100% local fishing” label and a return to the original name with a new Les Dieux logo..The Gendreau group, second French manufacturer of canned sardines, and The Gods, third brand in market share in mass distribution, sign here a return to the sources. The food market is evolving rapidly, consumers are increasingly attentive to the origin and quality of the products they consume. It is in this context that the Les Dieux brand has chosen to return to its roots.. After operating under the name Le Trésor des Dieux for several years, it takes back its original name : The Gods, still very anchored in the minds of historical consumers in the west of France. This decision is part of a desire to strengthen the identity of the brand, by highlighting what makes it strong : a deep commitment to local fishing and 100% French production.
100% local fishing
Whole sardines are fished exclusively off the French coast, mainly from Vendée. For six years now, the Gendreau cannery calls itself a “fisherman and canner”. It has two sardine boats attached to the port of Saint-Gilles-Croix-de-Vie, located less than three kilometers from the factory. This short circuit guarantees flawless traceability and incomparable freshness of the products.. These two boats practice artisanal fishing, carrying out day trips with return to port each evening. They are equipped with selective devices to limit bycatch of small cetaceans, like dolphins, and allow the escape of undesired species or sizes. The sardine fishing season takes place between May and October, in peak season, to preserve the resource. More than half of the brand's supply comes from these boats. The rest, other fishermen from the port of Saint-Gilles-Croix-de-Vie.
The renewed visual identity
Along with the name change, The Gods are carrying out a complete overhaul of its packaging. The new visual highlights the very essence of the brand : the freshness of the products and the commitment to local sectors. A redesigned logo, positioned in the center of the box, helps improve readability on the shelf, while a clear message “100% local fishing” reminds consumers of the origin of the sardines they buy. This modernization of the boxes aims to differentiate Les Dieux in a very competitive market, where the majority of canned sardines come from fishing outside France, particularly off the coast of Morocco.
A carbon footprint in preparation for 2025
The company is also committed to reducing its carbon footprint.. To demonstrate the positive impact of its short circuit model, it is currently carrying out a complete carbon assessment, the results of which are expected in 2025. This initiative is intended to be another proof of its desire for transparency towards consumers and its real consideration of ecological issues in food production..
