"Legal, the taste." The slogan has remained famous. But the Legal cafés, created more than a hundred and seventy years ago in Le Havre, and their flagship brand no longer have the same commercial success as they did a few decades ago. Five months after being taken over by the FnB fund, which specialises in agri-food SMEs, the group is setting off to try to regain a prominent place for itself in the black market.
"We certainly have a strong reputation, but the customer no longer sees us as a privileged brand," explains Christophe Pouyès, who arrived in June to relaunch the group after having spent most of his career at Mondelez and JDE. Our penetration rate in French households is a third of that of the leader (JDE, editor's note), but we are very far from making a third of its turnover. The challenge is to boost the frequency of purchases.»
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With a long-term objective: to reach 4% to 5% of the shelves, to become the first challenger to the powerful top three, which is arrogating to itself...
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