The leading French goat’s milk cheese brand Soignon, which is supplied by the cooperative Eurial to major supermarket chains in France and globally, has changed its name to Merci Chef!.
In Europe, the name-change is part of a promotional push in Britain, Switzerland, Germany, Spain, Italy, the Netherlands, and Finland. Eurilait is the UK subsidiary of Eurial and fellow French cooperative Laita.
The company has stressed that the recipes under the brand remain identical.
"This is a strategic change for the brand," said Howard Newmarch, managing director of Eurilait, according to InternationalSupermarketNews.com.
"The name Merci Chef! and the new visual identity are designed to underline the connection between the product, gastronomy and France. French goats’ cheese is a popular restaurant staple, whether on a cheese board or as the main ingredient for a number of classic recipes.
"Feedback from our customers thus far has been very positive. However, at the same time we want to reassure customers and chefs who are familiar with Soignon that the product itself has not changed, and that it remains the same high quality cheese that they have loved and used for years."
Merci Chef! products are available in more than 50 countries.
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
