Brioche Pasquier has unveiled new packaging designed to spotlight its longstanding use of sourdough within its brioche recipes. The company has used the same levain (sourdough) since being founded in 1974, renewing it every day, in line with Gabriel Pasquiers traditional recipe. In recent years sourdough has become increasingly popular as consumers look for bakery products that are authentic and free from artificial preservatives.
Alain Vivion, Managing Director and Industrial at Brioche Pasquier has been delighted with the response from trade partners so far:
“Our brioche has always been made using a traditional ‘’levain’’starter dough, it’s what gives our brioche its distinctive flavour and longer shelf life without using preservatives, but with the rise in popularity of sourdough we have updated our packaging to reflect this terminology as it’s more widely recognised and understood by shoppers. In our research, nearly 82% of consumers were familiar with the term sourdough* and many associate it with healthier habits, higher quality products and authentic recipes. Shoppers today are increasingly looking beyond taste and are additionally paying attention to ingredients and provenance, and our new pack design brings the sourdough message to the front of pack helping consumers to instantly see the authenticity in our brand.“
The two new packs are rolling out from August across Brioche Pasquier Brioche Rolls and Brioche Rolls with Chocolate Chips. Both products are made to traditional recipes created by Gabriel Pasquier and are produced at the UK site in Milton Keynes.
* 1000 people panel through VYPR – 2026
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