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Soignon becomes Merci Chef! New name – same quality

Soignon becomes Merci Chef! New name – same quality
Leading supplier of continental and speciality cheese, Eurilait announces the brand name change of its premium goats’ cheese Soignon to Merci Chef! The brand change focuses on four core assets – convenience, pleasure, gastronomy and French heritage. Whilst there are no changes to the Soignon cheese itself, the new branding gives a fresh, modern look that is designed to underline the link between the cheese and the foodservice trade. All cheeses from Merci Chef! are carefully selected and endorsed by French partner chefs to ensure that the Merci Chef! brand is synonymous with quality cheeses and reflects the best of French savoir- faire.
Made in the Poitou-Charentes region of Western France using methods of production based on centuries of cheesemaking, the authentic taste and flavour of this award winning cheese is linked specifically to the area in which it is produced. The cheese is made from milk of selected goat herds in the Loire Valley which give it a sweet lemony taste and fresh, creamy texture. Merci Chef! is available in both individual 120g portions and a larger 1kg log.
Howard Newmarch, managing director of Eurilait, comments: “This is a strategic change for the brand. The name Merci Chef! and the new visual identity are designed to underline the connection between the product, gastronomy and France. French goats’ cheese is a popular restaurant staple, whether on a cheese board or as the main ingredient for a number of classic recipes. Feedback from our customers thus far has been very positive. However, at the same time we want to reassure customers and chefs who are familiar with Soignon that the product itself has not changed, and that it remains the same high quality cheese that they have loved and used for years.”
The campaign is part of a new marketing and communication strategy implemented by Eurilait’s French parent company, Eurial internationally in Germany, Spain, Finland, Italy, Switzerland and the Netherlands. Merci Chef! is available in the retail sector, and food service in more than 50 countries throughout five continents. To support the change in the UK, a campaign will be launched over coming months, focusing on raising consumer awareness of the new brand and providing recipe inspiration and usage ideas.
Continental cheese is growing in popularity, with an 8.0% year-on-year growth in volume as consumers increasingly look to use these cheeses in cooking and meal preparation. French goats’ cheese is contributing to this growth, with a 21% increase. This is outperforming total cheese, which is growing at +4.0% in volume year- on-year.
Eurilait is the UK subsidiary of two leading French Cooperatives, Laita and Eurial and is one of the UK’s major suppliers of quality and innovative speciality cheese and dairy products.
Pack shots available on request

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