Published on March 8, 2014
D’ici Local delicacies for the modern age
Who are we? Ben Benoit Depuis is crazy about cookies and wind surfing. While studying at ESC Rouen Business School he founded a students’ club for foodies. Now that he’s finally done with school, he is determined to turn his passion into a viable business. Jeannot Jean-Noel Sauvin was deeply traumatized by his internship at Morgan Stanley. D’ici for him is a way to prove that one can sell cookies after going through Science Po and HEC. Roro Unlike his two turncoat childhood friends Ben and Jeannot, Romain Barbot never left his homeland of Gironde. He founded the boating club « vol au vent » and became an important element of the town’s economy.
Another snack is possible!
There is a big opportunity in the snacks market Race to the bottom with strong growth of private label brands at the expense of quality and nutrition. Established brands compete on prices rather than innovation. Change in attitudes towards snacking: times are tough and consumers look for small moments of affordable please. Snacking represents one of these moments. A new type of snacking enthusiast is appearing: young adults who look for a sophisticated, quality taste experience.
Soft drinks have shown the way The soft drinks market shows that there exists a market for innovative, quality products that are targeted at an older, more demanding audience that previously wasn’t a big consumer of such products.
Local products are in Quality increasingly means local. In these times of incertitude, consumers want brands that they can understand. Consuming local products is no longer a militant act, it has become a real, mainstream need. Local however doesn’t mean “made in France”, a saturated market and an empty concept. The next step is to give consumers regionally sources products that they can truly relate to.
A different interpretation of the concept of “local” It’s time for local brands to break away from traditional industry codes. Local doesn’t mean old fashioned recipes and vintage designs. What we want to do is reconcile local production with innovation. We want to make local products truly cool!
Another snack is possible!
Phase 1: “What if…” It all starts with a simple discussion: « What if we sold locally made snacks? What is we shook up undustry codes to reconcile Innovation in recipes, flavors and branding Local production What if we could give our fellow Acquitainois the snack they have been waiting for?”
Phase 2: “How would it taste?” After defining our vision we set out to make it happen. We spend a month getting advanced training in culinary arts and spent 4 months experimenting with different ingredients and textures to find the perfect recipes. The result: 3 unique recipes that embody the spirit of our beautiful region and offer an awesome taste experience Bord’oh!: an homage to the famous canele, Bord’oh! Is a soft cookie with a strong cinnamon balanced with just a hint of rhum and vanilla. Crunchy Pau: a funky taste experience built around locally produced honey and rich almond paste. Midnight in Bayonne : a sensual snacks for grown ups only! Loaded with rich chocolate and a hint of Espelette chilies.
Phase 3: “Does it actually work?” We quickly sought to take our project from theory to practice through a partnership with high-end supermarket « Girondes Delices ». Each pack contains 6 biscuits and costs 6$.
Phase 4: Come aboard and participate in the adventure! We are just at the beginning of a great adventure. Our next objectives are: Refine recipes based on feedback received from customers Create a network of exclusive suppliers (all ingredients must be locally sourced) Invest in a production site in Bordeaux Create an innovative packaging and visual identity to project the brand’s identity Get our cookies distributed through local supermarkets
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