Elvis Pompilio takes his hat off to Delacre
The famous hatter puts his name to two Maison Delacre biscuit tins. Limited edition!
Brussels, 22 September 2015 – True to its mission of elevating its biscuits to an art form, Maison Delacre is always trying to design a suitably fancy tin for them. In this vein, Elvis Pompilio has created and signed two exclusive tin designs. You can find them in the Delacre shop in Brussels from 22 September and shortly after in supermarkets nationwide.
“We’ve been studying the idea of a ‘collector’ range signed by renowned celebrities,” explains Gunther Deckers, marketing manager at Delacre. “With Elvis Pompilio, we chose a Belgian designer, whose talent is recognised around the world and whose individual approach combines the identity and values of our company. The fact that he has designed hats for Queen Mathilde was not a deciding factor for us, but it is obviously a nod in the right direction given our royal warrant of appointment. We also know that Harrison Ford, Madonna and Sharon Stone are all admirers of his! With rich colours and their general style, both of Elvis’ designs will appeal to the younger consumer too. They will sublimate our baking recipes – the perfect accompaniment to our end-of-year collection!”.
Elvis Pompilio: “Delacre gave me carte blanche. Naturally, I took inspiration from the brand’s history but I was also able to give free rein to my creativity through these two projects and this was essential for me. My first design relies on texture. The texture of a hat is just as important as that of a delicious biscuit! For the second design I chose a golden finish, reflecting the feeling of luxury and the tradition of a supplier of the royal court”.
The metal biscuit tins – limited edition – offer an appetising selection of 400 grams of delights from the brand: Marquisettes, Biarritz, Cigarettes Russes, Cœur Blanc, Brazil, Caracas, Nordica, Délichoc Lait, Suprême and Délichoc Pur. These new editions will be available in Delacre shops in Brussels from 22 September and in supermarkets from 28 September. RRP: €8.29.
True to tradition, from now until the end of the year, Delacre is also offering three Christmas tins containing 16 varieties of delicious refined biscuits. Each tin has a different design with a common feature in true Christmas spirit that takes us back to our childhood. These tins make ideal presents and can be shared among family and friends!
“The ritual of coffee and biscuits becomes even more popular during the festive season,” explains Gunther Deckers. “It is a time spent with our families that we like to savour. To make it even more special, there’s nothing like the variety of these biscuits that crumble or melt in your mouth!”. These new editions will be available in supermarkets in a few weeks. RRP: €11.99.
Founded in 1891 by Charles Delacre, Maison Delacre – official suppliers to the royal court of Belgium since 1879 – continues the tradition and its quality craftsmanship. Today, its authenticity and biscuits of fine quality give him a unique place in Belgian cuisine, recognised and appreciated by all gourmets. The brand icons such as the Cigarette Russe, Marquisette, Matadi and Biarritz made the “Tea Time” box just as popular as its delicious assortment of 16 varieties. Delacre also opened an exclusive biscuit shop in the heart of Brussels, where you can find original creations, crafted on site by the master biscuit pâtissier in a warm and authentic setting. Part of the Yildiz group since 2014, Delacre is a reference brand in the biscuit segment. http://www.delacre.com/
About United Biscuits
United Biscuits (UB) is a leading international biscuit manufacturer whose baking heritage goes back generations, with many recipes passed down since the 1800s. UB bakes some of the best loved sweet and savoury biscuits and cakes that are household names in their respective markets; supported by a strong culture of innovation to continually develop snack brands. Among UB’s popular brand names are McVitie’s, Penguin, go ahead!, McVitie’s Jaffa Cakes, Jacob’s, Jacob’s Cream Crackers, Twiglets, Mini Cheddars and Carr’s in the UK, BN, Delacre, Verkade and Sultana in Continental Europe and Haansbro in Nigeria.
As the leading manufacturer and marketer of biscuits in the UK and second largest in the Netherlands, France, Belgium and Ireland, the company owns and operates 16 manufacturing facilities, of which seven are in the UK and has a strong footprint for growth, with products sold in over 130 countries.
UB is owned by Yildiz Holding – Owner of the master brands Ülker, McVitie’s and Godiva, Yildiz is a global, snacking focused food company with over 320 brands in 49 different categories. With 72 factories in 14 countries, the company exports to 100+ countries and operates in a geography housing around 4 billion people. Yildiz is the world’s 3rd largest biscuits company and employs 46,000 people around the world. https://english.yildizholding.com.tr/