PARIS: Whilst France is well known for the quality and variety of its cheeses, Waitrose has begun exporting some its English cheese to the country to meet increasing demand for British food among French people.
As part of its deal with Casino owned French supermarket chain Franprix revealed last month, 150 stores in Paris are now stocking popular Waitrose cheeses Red Leicester, a Double Gloucester and two Cheddars. Other quintessentially British favourites, including piccalilli, lemon curd, marmalade, shortbread biscuits and porridge, are also set to be exported to the French capital. In all, Franprix stores will feature more than 30 products from the supermarket’s own label ranges, including Waitrose LoveLife, Waitrose 1, essential Waitrose and Duchy Organic. Waitrose cheese buyer, Chris Dawson, said: “France is renowned for its cheese, which has always been popular with our UK customers so it’s great that French food lovers will be saying bon appétit over a slice of English Cheddar!
“British cheeses are world class and are increasingly in demand because of their unique flavours and styles. It’s seen as very aspirational in many places to be seen to be buying British classics and our cheesemakers are having ever greater success because of that.”
Jean-Paul Mochet, Franprix General Manager, added: “French tastes are definitely changing, especially among our Parisian customers who increasingly want to experience something new. High quality British food is in particularly high demand right now with its flavours and textures adding a new dimension to long established favourites, like cheese and preserves.
“Although it’s a relatively modest start, we are confident of success. Waitrose is widely recognised as a champion of British produce and the value we both place on food provenance will really appeal to our customers.”
