Skip to content
Search
AI Powered
Latest Stories

Renowned French biscuit brand, LU, to launch in the UK

Renowned French biscuit brand, LU, to launch in the UK
tamworth3d

Celebrated French biscuit brand, LU, can reveal that it is launching four delicious biscuit varieties in the UK.

Le Petit Chocolat, Le Petit Beurre, Le Petit Biscotte, and Le Petit Citron will offer customers a quintessential taste of France to enjoy at home. With simple, authentic ingredients and inspired by traditional French recipes, just one bite will transport customers to a sun-dappled square in rural Provence.


LU’s story began in 1886 when founders Jean-Romain Lefèvre and Pauline-Isabelle Utile fell in love over their shared passion for baking and their desire to make the most delicious biscuits. Putting the first initials of their surnames together, LU was born.

First came the Véritable Petit Beurre, the biscuit which started it all and inspired Le Petit Beurre. Its iconic oblong shape took inspiration from French tea mats used at the time. The additional design flourishes cleverly reflect the calendar year – four corner ears for the four seasons, 52 teeth for each week of the year and 24 indents for the 24 hours of each day.

Soon the others followed – Le Petit Chocolat combines simplicity and tastiness by pairing the crunchy Petit Beurre with an indulgent layer of milk chocolate. This biscuit features the famous "Petit Ecolier" (little schoolboy) figure, moulded into the chocolate and designed by celebrated French designer, Firmin Bouisset.

Le Petit Citron brings a soft texture and delicate lemon flavour to the range and last but not least is Le Petit Biscotte. This biscuit pairs the subtle flavour of brown sugar and cinnamon with a rich crunchy texture. Paired with a hot chocolate, it’s a match made in heaven!

“It’s not every day that you can say you’ve worked with a French icon," said Charlotte Parkes, Senior Brand Manager. "LU’s range is a real treat and these treats are sure to be a hit with biscuit lovers in the UK. With these four varieties, we bring something truly unique to shelves. Each with their own irresistible flavour, these recipes have more than stood the test of time.”

Product information:

• Le Petit Beurre, 167g, RRP £1.50, case size 6

• Le Petit Citron, 140g, RRP £1.50, case size 7

• Le Petit Chocolat, 150g, RRP £1.50, case size 14

• Le Petit Biscotte, 200g, RRP £1.50, case size 10

More for you

royal warrant

Diageo brands granted five Royal Warrants to the King

Diageo said five Royal Warrants of Appointment to His Majesty the King have been granted to its brands for the supply of spirits and wines to the Royal Household.

These Royal Warrants are granted to: Justerini & Brooks as Wine & Spirits Merchants, John Walker & Sons (Johnnie Walker) and Royal Lochnagar for Scotch Whiskies, Tanqueray Gordon & Company (Tanqueray and Gordon’s) as Gin Distillers, and The Pimm’s Company.

Keep ReadingShow less
hancocks Loughborough 3

Hancocks unveils 2025 Valentine’s Day launches


Leading confectionery wholesaler Hancocks has revealed their 2025 Valentine’s Day confectionery collection.

Keep ReadingShow less
Rockstar energises multibuy with new “2 FOR £2” PMP

Rockstar energises multibuy with new “2 FOR £2” PMP

To offer better value to shoppers and to help retailers encourage basket spend, Rockstar Energy is launching a new price-marked pack (PMP) proposition across its range. Available from the new year, Rockstar’s “£2 for £2” PMP aims to provide greater value for shoppers, particularly appealing to frequent energy drink buyers.

Stimulant energy drinks are growing by 5.8 per cent year on year and are adding the most value (£50.3m) to convenience. PMPs play a key role in communicating value to consumers, with 51 per cent of shoppers feeling reassured that they are not being overcharged when purchasing PMPs. Rockstar Energy is well-positioned to support the convenience channel. The new multibuy PMP aims to boost sales and drive basket spend by offering energy drink customers greater value across popular Rockstar flavours.

Keep ReadingShow less
KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts aims at bullseye with Luke Littler partnership

KP Nuts has partnered with darts sensation Luke Littler, marking a bold move to unite the fans’ favourite snack with this festive season’s most electrifying sportsman.

The collaboration brings together two icons – Luke, a trailblazer in the world of darts, and KP Nuts, the perfect snack for any sporting or social occasion. With Luke “The Nuke” Littler continuing to grow as a global phenomenon, the partnership is part of KP Nuts’ strategy to drive awareness and unlock opportunities within the on-trade and convenience and impulse sectors during the festive season and beyond.

Keep ReadingShow less
Wall’s Pastry announces charity partnership with Action Against Hunger

Wall’s Pastry announces charity partnership with Action Against Hunger

Leading sausage roll brand Wall’s Pastry has announced a new charity partnership with Action Against Hunger, pledging to donate 5p from every pack sold of its 10x55g sausage rolls.

Funds raised through the initiative will support Action Against Hunger’s work to tackle hunger in areas of high poverty across the UK.

Keep ReadingShow less