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Food: at 60, Mousline puree wants to reinvent itself
Food: at 60, Mousline puree wants to reinvent itself – (France 2)
It is a 100% French product which is celebrating its 60th anniversary this year: Mousline puree, one of the first instant products, which also changed the cooking habits of the French.
Will puree with the taste of childhood soon make a big comeback on our plates? A little water or milk, a few flakes: here is Mousline puree, somewhat out of fashion for some consumers. And yet at its beginnings, in 1963, the puree marked a small revolution on plates, with slogans that remained in mind and the promise of freeing up women’s time. At the time, more and more of them were reconciling professional life and household chores.
20 million euros to modernize the factory
60 years later, the sales arguments have changed, but in the brand’s historic factory in Picardy, we believe in the return of flaked puree. A French investment fund has just bought Mousline from the giant Nestlé and will invest 20 million euros to modernize the site. The buyers are banking everything on consumer expectations, starting with local sourcing.
To break with the image of ultra-processed products, the recipe has been modified with simple ingredients. For the first time in 30 years, the company would like to increase its production capacity. It remains to win back consumers with the promise of industrial but inexpensive cooking. According to Mousline’s calculations, a plate costs 22 cents.