Two entrepreneurs and a maple syrup producer from Beauce have invented a new affordable table syrup, a derivative of our national jewel, which has been found on the shelves of our grocery stores since this week.
Supported by the DJF Group, a producer and distributor of maple syrup, Ken Drouin and Karl Couture, were able to create Sirup thanks to the molecular decomposition of maple sap.
“After our disastrous harvest last year, Ken and Karl came up with this idea due to climate change and the fear of losses of our maple syrup,” explains Pierre-Marc Doyon, general manager of the DJF Group. They recreated maple sap.
“Pole syrup doesn’t taste good and you can’t cook with it. It has no connection with the tradition of our maple syrup.”
The CEO of DJF Group Pierre-Marc Doyon (right) with President Jean-François Doyon.
Photo provided by Pierre-Marc Doyon, DJF Group
This new version of maple water goes through the same process (evaporation and boiling) as real maple syrup.
“It gives a syrup that can be transformed into granulated sugar, butter or maple taffy,” adds Doyon. The price will be between other table syrups and maple syrup.”
An accessible product
We found Syrup for $5 on the Maxi shelves, or $5 cheaper than a can of regular maple syrup. The prices of other table syrups are between $4 and $5.
“We are going to seek out a part of the population who is less able to buy the cane for $10.99 at the grocery store,” explains Doyon. People will continue to buy it on special.
“However, when there are not many promotions, our product fits in better than regular table syrup.”
Photo Mathieu Boulay
And the boss of Groupe DJF wants to send a clear message to people who think he is shooting himself in the foot when he himself is a maple syrup producer.
“We definitely don’t want to tackle maple syrup. We are proud of what we do. We produce syrup in cans for IGA and Métro. We produce 12,000 barrels per year.”
A market to attack
It was a market to attack in Quebec, but also in other Canadian provinces and in the United States, according to the three partners.
“The famous Aunt Jemima syrup [appelé maintenant Pearl Milling Company] had both feet on the “ottoman” and it didn’t move, explains Doyon. They were never attacked. We want to shake up the category.
“According to our figures, elsewhere in the country and in the United States, they are large consumers of table syrup [80 %]but they are not able to use it for cooking.
“With ours, you can make the same recipes as with regular syrup, whether it’s a ham or a chômeur pudding.”
In total, more than 24,000 bottles are currently on grocery store shelves in Quebec.
Highlight
Syrup managers are finalists for a prize on 31e Canadian New Products Gala. They will know the winner later this week.