“Less sugar in our cakes, while trying to keep the taste.”

The benchmark brand in industrial pastry, born almost a century ago, ensures that it is attentive to the composition of its products, starting with its star cake, Savane.

A figure to illustrate the success of Savane marble, Brossard’s flagship product: more than 85,000 are sold every day, “a little more than one per second”, explains Céline Bertrand, director of innovation and strategy at Brossard.

The brand was born in 1931, when Georges Brossard, pastry chef, and his wife Laure created the brand and launched into the industrialization of egg biscuits, boudoirs. Brownies, Savanes and cakes will follow, which will celebrate their 50th anniversary in 2024.

The “Savannah” and the passion for Africa

In 1962, passionate about Africa, they invented Savane, marbled “in the colors of Africa, with a marbling reminiscent of the zebra’s coat”, explains Céline Bertrand.

The idea comes from the fact that at the beginning of the 1960s, more and more women were working, and had less time to spend at home and with children. “The Savane cake therefore allows you to have a ready-made snack for children. It is a revolutionary and innovative concept for the time”, highlights Brossard’s innovation and strategy director.

In 1984, Savane was available for the first time in an individual format, at a time when the brand’s communication was based on the figure of Papy Brossard, “still famous today”, says Céline Bertrand. The Papy Brossard logo will finally be abandoned in the 2000s.

Reduce sugar while retaining taste

Brossard today focuses its work less on its logo than on the content of its products. “The quantity of sugar has thus been reduced by 35% on the brownie, and by 10% on the Savane in recent years,” serves as the innovation and strategy director.

Would it be possible to go even further and reduce the amount of sugar even further? “ It is still necessary to keep the taste aspect, explains Céline Bertrand. It’s a balancing act between sugar and nutritional intake.”