Chicory Leroux reinvigorates the chicory category in Belgium
Could chicory be making a comeback? That's certainly what Chicorée Leroux believes. Speaking on podcast, Communications Manager, Elise Bastien explained the company's strategy, ambitions, and vision for the future of chicory.
As the world's leading producer of pure chicory, the French company sees significant opportunities in today's consumer trends and is taking major steps to reinvigorate the category. One of the most visible changes will be the replacement of the Pacha brand in Belgium with the name Chicorée Leroux.
A Historic Company Fully Dedicated to Chicory
Founded in 1858, Chicorée Leroux has built its reputation on a single product: chicory. The family-owned company has pioneered numerous innovations throughout its history, including liquid chicory, soluble chicory, collectible marketing cards, and early commercial sales networks.
Unlike many food manufacturers that diversify across categories, Leroux remains entirely focused on chicory.
"Chicory represents our entire portfolio. It's what we do and what we've always done," explains Bastien.
Consumer Trends Are Creating New Opportunities
For many consumers, chicory is still associated with previous generations. However, the market environment has evolved significantly.
Today's consumers are increasingly seeking:
- Natural products
- Local sourcing
- Authentic brands
- Health-conscious alternatives
- Reduced caffeine consumption
These trends create favorable conditions for chicory's growth.
"Younger generations are rediscovering products that have a story, a strong origin, and genuine authenticity. Chicory delivers exactly that," says Bastien.
Produced exclusively in Northern France, chicory also benefits from a strong local and traceable identity.
Moving Beyond the Coffee Substitute Image
One of Leroux's primary objectives is to redefine how consumers perceive chicory.
Historically, chicory was often marketed as a coffee substitute. According to Bastien, this positioning no longer resonates with modern consumers.
"Young consumers don't want to hear about deprivation or replacement. They want products with meaning, personality, and taste."
Instead, Chicorée Leroux wants chicory to be viewed as a category in its own right, alongside tea, hot chocolate, and coffee.
Three Key Growth Drivers
To accelerate category development, Leroux focuses on three strategic pillars.
Education
Many consumers recognize the name chicory but no longer understand what it is, how it is made, or how it can be consumed.
As a result, education has become a priority.
The company is investing in explaining chicory's origins, benefits, versatility, and consumption occasions.
Innovation
Innovation plays a central role in making chicory relevant for modern lifestyles.
Rather than changing the product itself, Leroux is developing new formats and new consumption experiences.
One of the latest examples is the launch of chicory capsules compatible with Nespresso machines.
This innovation offers consumers the convenience they expect while preserving the product's traditional qualities.
Communication
The third pillar is visibility.
Leroux aims to bring chicory back into consumer conversations through marketing campaigns, digital communication, social media, and in-store activation.
Pacha Will Become Chicorée Leroux in Belgium
One of the most significant developments concerns the Belgian market.
The long-established Pacha brand will progressively disappear from shelves and be replaced by Chicorée Leroux.
According to Bastien, the decision is primarily driven by efficiency and consistency.
"Pacha was not receiving the same level of support in Belgium. By switching to Leroux, we can leverage all the communication investments already made around the Leroux brand."
The move will allow the company to deploy:
- Stronger media campaigns
- Digital marketing initiatives
- Social media activation
- In-store promotional materials
- Product innovations
under a single, stronger brand identity.
Modernizing the Brand Without Losing Its Heritage
The rebranding is part of a broader modernization effort undertaken in recent years.
While preserving the company's heritage, Leroux has refreshed its visual identity to appeal to contemporary consumers.
The iconic red color remains central to the brand, but it is now complemented by more modern design codes.
The company has also updated its messaging to emphasize:
- Naturalness
- Product origin
- Taste
- Well-being
- Everyday relevance
The objective is clear: attract new consumers while remaining faithful to the brand's roots.
Retailers Play a Key Role in the Transition
Chicorée Leroux is aware that changing a long-established brand carries risks.
To support consumers during the transition, the company plans extensive in-store communication.
Point-of-sale materials will clearly explain that only the brand name is changing while the product itself remains exactly the same.
Retail partners will also play an important role by helping shoppers identify their familiar products under the new branding.
"The key message is simple: nothing changes except the name," says Elise Bastien.
A Clear Ambition for the Future
Looking ahead, Chicorée Leroux aims to become the reference brand for chicory-based products and continue expanding the category through innovation and new consumption occasions.
As consumers increasingly prioritize authenticity, wellness, and local sourcing, the company believes chicory is uniquely positioned to benefit from these evolving preferences.
Far from being a nostalgic product, chicory may well become one of the most relevant hot beverage categories of the coming years.
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