TV presenter and foodie, Fred Sirieix, has teamed up with French biscuit brand LU to transform the afternoon lull, bringing the popular French snacking tradition of ‘Le Goûter’ to the UK. In a video bringing the campaign to life, Fred comments, “I don’t think there is an equivalent here? But we should change that.”
Fred Sirieix
Fred reminisces over his childhood days in France where he commonly enjoyed a ‘Le Goûter’, the perfect afternoon treat shared with a loved one; “You’d sit down with a bowl of hot milk or tea, for me it was hot milk and chocolate, and some biscuits before starting your homework,” he says.
“Growing up, food was fundamental. We used to gather around the table and my mum and dad, who are excellent cooks, would rustle up a three-course meal every single day, it was incredible.”
Working with the iconic French biscuit brand, where the passion is baked in, Fred comments, “I grew up with the delicious taste of LU biscuits and I am so pleased they are launching in the UK. During my childhood in France, taking a short break in the afternoon was commonplace and something I continue to do.”
“I’m really pleased to be working with LU to introduce the French concept of ‘Le Goûter’ this side of the channel – a snack with some oh la la, set to transform your afternoon.”
Fred’s mission comes as research by LU biscuits reveals that over half (61%) of UK residents experience an afternoon lull at some point in the week, lasting on average one hour and 12 minutes, and most commonly starting at 2.17pm.
To solve the slump, nearly three quarters (72%) seek out the company of loved ones. A fifth (17%) of people take time out to chat with a friend or family member to pep themselves up, while over 1 in 10 share a snack (14%).
Charlotte Parkes, Senior Brand Manager at LU states, “Who better to demonstrate French passion than Fred Sirieix – someone who not only embodies it himself but whose love for LU began in his childhood and has remained unwavering since.”
“We all know how special it is to spend time with our nearest and dearest and our new research truly highlights how much it can give us that little extra oomph – especially as the dreaded afternoon slump is common for so many. Our LU biscuits are a delicious treat to enjoy with a loved-one in the afternoon, so turn the afternoon lull into an afternoon LU and taste the love.”
The French biscuit brand, LU, has four core délicieux products hitting supermarket shelves nationwide – LU Le Petit Chocolat, LU Le Petit Beurre, LU Le Petit Citron and LU Le Petit Biscotte, all made with simple and authentic ingredients.
Commenting on the range, Fred says, “My favourite was Le Petit Beurre, because you can taste the salty butter in it and it's very rich. Whenever I drive to France before we return to the UK, we’ll always stop in a local supermarket and fill up the boot with goodies and that includes LU biscuits.”
Join Fred Sirieix and share your Le Goûter moments with @lu.ukandi biscuits using #TasteTheLove.
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