Bridor partners with Michel Roux Jr for bread line

30 March, 2015
Bridor

Michel Roux and Frédéric Lalos partner with Bridor

French bakery specialist Bridor has developed a range of gluten-free products and joined forces with restaurateur Michel Roux Jr for a bread range. 

Four gluten-free items are available, comprising an individual bread roll (45g); an individual mixed seed bread roll (45g); an all-butter brioche (50g); and an all-butter madeleine (30g).

Erwan Inizan, sales director for Bridor UK and Ireland, said: “We have launched this range in response to customer demand and it has been three years in the making.”

The products will be launched in the UK and Ireland on 1 April. All manufacturing for products sold over here is done in France, while Bridor operates eight factories worldwide.

Meanwhile, French chef Michel Roux, brother to Albert, has partnered with the baker along with French master baker Frédéric Lalos – a baking celebrity in France – to develop breads on behalf of Bridor.

“[Michel] is going to be the ambassador for our range in the UK,” said Inizan. “Our objective is to have a long-term partnership – it is a very powerful partnership and products will be very artisan.” The signed deal is for three years.

Roux said: “I’m thrilled to be a brand ambassador for both Bridor and the Frédéric Lalos collection. I use some of the range myself, and I look forward to showcasing the potential uses and possibilities this range offers to my industry colleagues.”

Bridor supplies to restaurants, coffee shops, foodservice and retail. It supplies across 85 countries.





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