Prince de LU
Prince de Lu is a biscuit brand by the enterprise Mondelez International.
For more than 60 years, the brand has been characterized by its round serrated chocolate stuffed biscuit and its emblematic character. Over the years, Prince evolved to become one of the most appreciated biscuit by French children for snack time. Prince is nowadays the number one biscuit brand in France and is eaten in more than half of the French households with children.
Activity
In France, Prince is mostly present on the stuffed snacks markets with its classical format of stuffed biscuits, chocolate-flavored, but also vanilla-flavored, milk-chocolate flavored, biscuit and stuffing chocolate-flavored, white-chocolate-flavored, chocolate and hazelnut flavored…
It exists in several pocket formats with packages convenient to carry (of 2 biscuits) and in mini Prince with mini biscuits. Prince is also present in the breakfast and cereal bars markets. In Europe, Prince is mainly present in France, in Benelux and in Spain under the name of Principe.
History
Prince biscuit was created in Anvers in 1870, in honor of Leopold II, whose nickname was “Belgium’s prince”, before becoming Belgium king, he was Prince for 30 years. The anecdote tells that Belgium’s Prince would have been a chocolate lover but didn’t want his fingers to get dirty. That’s why Edouard de Beukelaer, a Belgian baker, would have created the well-known chocolate stuffed biscuit.
Prince biscuits are being commercialized in France since 1948. In 1980, Prince becomes a LU brand, and so the success story began. In the nineties, new flavors blossom to meet customer’s new demand: vanilla, milk-chocolate and biscuit and stuffing chocolate flavored. New formats emerge to adapt with changing life styles: a pocket-format and family format (batches of 2 and 3 packets). The brand Prince de LU has belonged to several groups such as Danone, and then was redeemed in 2007 by the American group Kraft Foods. Since 2012, after Kraft Foods division, the brand Prince de LU is the property of the American multinational company: Mondelez International.
Universe
With its iconic character, who is a Prince, the brand defends the values of strength, courage and surpassing oneself. In August 2013, the brand launched “Princeland”, its new communication universe worthy of the best animation movies. For the first time, Prince is accompanied with new characters children can relate with. This new universe is launched throughout two advertising spots and is relayed on the web via a website where children can discover the whole kingdom and meet with the 6 princes and princesses apprentices in video.
Nutritional and Environmental Commitments
Prince de LU improves the quality of its biscuits for the customers’ to enjoy themselves while having a balanced diet. Since 1999, Prince is one of the first brands to introduce rapeseed oil in its recipes to reduce the content of saturated fat. Prince is now in accordance with the AFSSA recommendations concerning the trans fatty acids. In 2013, Prince was the first brand in the biscuit market to commit to the Public authorities by signing the charter of volunteer commitments of nutritional progress within the National Program of Nutrition and Health. This charter relies on several commitments including a 10% reduction of lipids and a 30% reduction of saturated fat. Environmentally, Prince biscuits are baked with flour following the Lu’Harmony charter since 2011. This charter has been set up in 2008 by Lu, which is committing to develop a sector of wheat supplies implementing agricultural practices more respectful of the environment and of the local biodiversity.