Created more than 125 years ago, the William Saurin brand – named after its founder – took advantage of the Covid crisis to bring canning up to date. While ensuring the quality of its products at low prices.
Published on 02/17/2024 10:07
Reading time: 5 min Illustration of an aisle of canned William Saurin cassoulet. (BRUNO LEVESQUE / MAXPPP)
The brand owes its name to its founder William Saurin, who created the brand in 1898. It all started with his marriage to his wife Marie, niece of a famous caterer. This will launch the career of William Saurin since in the wake of this union they will acquire a grocery store in Paris.
The adventure continued in 1900 with the universal exhibition for which “William Saurin had the idea of taking advantage of the influx of tourists and offering canned desserts”, explains Philippe Lalère, marketing director of William Saurin.
The brand therefore initially offered sweet dishes and it was during the First World War that the idea came of making the Poilus eat healthy dishes that could be transported to battle sites.
40 million products sold each year
“To do this, William Saurin uses the technique of canning, invented by Nicolas Appert. Which allows food to be sterilized, particularly meat, before placing it in a can, in an airtight container, without preservatives. The first cassoulet William Saurin sees the day in 1918”, says Philippe Lalère.
After staff reductions and site closures linked to energy prices in 2023, are prepared meals less attractive than before? “Non”, replies the marketing director. Who claims that sales of William Saurin dishes “have gone from 4 million in 1950 to 40 million today. If we stack them up, that makes 3,200 kilometers, the distance between Paris and Athens.”
As for the consequences of prepared meals on health, Philippe Lalère highlights the Nutriscore A or B of all products without colorings, without preservatives, without additives.
Infinitely recyclable canned goods
“These are economical and ecological meal solutions, with infinitely recyclable canned goods,” he adds.
“Covid and confinement have allowed the French to rediscover canning. And most have kept this habit,” rejoices the marketing director of William Saurin.
2024-02-17 09:29:26
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