The Limited Times

Now you can see non-English news...

The king of Chef Club cooking videos takes over the shelves of supermarkets

2021-06-11T07:44:12.663Z


The start-up, which has made a name for itself with fun cooking videos, is launching its own ice creams and spices at Géant Casino. Objective: to achieve half of its turnover with its own brands.


Cheese, ham, bacon, puff pastry, eggs and above all a good dose of imagination to create in two stages three movements of fun recipes, most often to share. Who has not seen at least once the Chef Club videos that have flooded video platforms and social networks for two or three years? With more than two billion views all over the world each month, the company, which has reached 15 million euros in turnover barely 5 years after its creation by three brothers in Paris, has no shortage of ideas. .

After being known for its media content around the kitchen, Chef Club wants to fit into the freezers of the French.

How? 'Or' What?

By setting foot in supermarkets for the first time, with the launch of ice creams under his brand, Chef Club.

On the menu, the five favorite flavors of the French: chocolate, vanilla, caramel, coconut and strawberry.

Capitalize on the audience

Subcontracted to an Ile-de-France manufacturer located about fifty kilometers from Paris, these pots play on simplicity, the local and responsible side with fair trade chocolate or eggs from free-range hens. But more than a revolution of the plates, the group wants to capitalize on its enormous audience which ranks it at the top of the kitchen sites. “

We realized that there was no reason for free advertising to a brand,

supports Thomas Lang, boss and co-founder of Chef Club

. After putting ice creams with our name in our videos, people following us asked us where we could find them. So we got started

”.

These jars will be in 600 Géant Casino hypermarkets within a week.

Should follow a range of spices starting this year.

Then, in the next two years, spreads, pastry helpers or sauces.

"

By 2023, we hope to generate half of our turnover with the sale of agri-food products, alongside our income from advertising (the

one before the videos on which the site receives 50% of income

) and those resulting from the sale of our accessories and kitchen utensils for children

”.

Little thumb in front of giants

With this initiative in the frozen section, the group is rubbing shoulders with industry giants such as Unilever (Magnum, Ben & Jerry's, Carte d'Or ...), Häagen-Dazs or Froneri (Extrême, La Laitière ...). Above all, he discovered a new profession. But the group intends to make a small place on the shelves in a market of 1.3 billion euros in supermarkets. “

On social networks, these market leaders are giants with feet of clay. If we do not invest millions of euros in communication, our ice creams will appear in videos viewed tens of millions of times,

”says Thomas Lang.

The start-up, which raised 14 million euros last year to finance in particular this new axis of development, also intends to continue the development of its activities with children. This division selling boxes, utensils and cookbooks currently weighs half of its activity. And has therefore become strategic, especially since confinement with the great return to cooking and home-made families. This year, Chef Club's turnover is expected to double to 15 million euros. And the group ensures “to

be on the path to profitability

”.

Source: lefigaro

All business articles on 2021-06-11

You may like

News/Politics 2024-03-19T06:20:39.132Z

Trends 24h

Latest

© Communities 2019 - Privacy

The information on this site is from external sources that are not under our control.
The inclusion of any links does not necessarily imply a recommendation or endorse the views expressed within them.