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Chicory, a specialty of Nord-Pas-de-Calais, has been brought up to date. A company from the North has decided to relaunch production and change its somewhat outdated image.
In a trendy restaurant in Lille (Nord), at the end of each meal, a local drink gets a second life. In these cups, there is chicory, a no-brainer in this restaurant which only serves local food. A northern product par excellence, the drink, made from a root that is a cousin of endive, was very popular in the post-war years before suffering from an old-fashioned image.
Transgenerational product
Rediscovering this drink is the bet of the sector leader Chicorée Leroux. The recipe, although unchanged for 160 years, today has its organic variations or with aromas. “Our consumers are in their sixties, today we are going to try to reach the new generation, to have a transgenerational product”, says Ghislain Lesaffre, CEO of Chicorée Leroux. Today, one in three French people consume chicory.
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