Food and Drink - Fall 2011 - (Page 96)

>p PRODUCERS Leclerc Foods USA Inc. A Cookie a Day Leclerc Foods is following trends in healthy snacking with its new line of cookies and bars with prebiotic ingredients. By Russ Gager company profile Leclerc Foods USA Inc. Projected 201 sales: $600 million 1 Headquarters: Montgomery, Pa. Jean-Sebastien Leclerc, director of national sales: “We’re big enough to be price-competitive but small enough to be flexible.” Leclerc Foods’ Dark Chocolate Chip Praeventia cookies are made with 70 percent cocoa and red wine extract. K eeping up with the latest trends has kept Canadian icon Leclerc Foods innovating with its snack products as it expands into the United States. Founded in Quebec City in 1905, the company has established itself so well in its home country that there is no place to go but south. “Our brand in Canada is very strong – comparable to Nabisco and Keebler in the United States,” Director of National Sales Jean-Sebastien Leclerc maintains. The company introduced in Canada in 2009 a line of healthy cookies and snack bars called Praeventia. Among their ingredients and flavors are dark chocolate with red wine extract and ginger with wellmune, which Leclerc asserts have health benefits. He investigated inclusion of probiotics – live microorganisms found in fermented foods such as yogurt – but settled for prebiotics, which are nondigestible soluble fibers and are found in soybeans, inulin sources (such as Jerusalem artichoke, jicama, and chicory root), raw oats, unrefined wheat, unrefined barley and yacon. They have the potential to improve digestive health and immunity, Leclerc maintains. Praeventia won the Canadian Grand Prix award for fiber bars from General Mills in 2010. “The product is very liked by dieticians and health specialists and just featured on ‘The Balancing Act’ on the Lifetime network,” Leclerc points out. “At first, we wanted to put probiotics in the cookies, but found out that it was very difficult to incorporate the live microorganisms, and the products would only be able to last two to three months, which is not long enough for us to distribute to stores and guarantee the benefits of the products,” Leclerc states. “So we found out prebiotics can withstand the baking process and their benefits remain throughout shelf life. So that’s what we went for.” The company’s goal is for its products to stay fresh nine to 12 months after being manufactured. 96 food & drink • fall 2011 • <<

Table of Contents for the Digital Edition of Food and Drink - Fall 2011

Food and Drink - Fall 2011
Tableside Chat
News a la Carte
In the Safe Zone
Strengthing Brands
Restaurants: Smart Marketing
Willie’s Restaurants
Slack’s Hoagie Shack
The Cheese Steak Shop
Aloha Hospitality Inc.
Bertucci’s Corp
Falcon Holdings LLC
Mark’s Pizzeria
Seasons Pizza
San Diego State University Dining Services
Producers: Food Law
Brook & Whittle Ltd. incorporating Packstar
Nestle Professional Caribbean
Snyder’s-Lance Inc.
Basic American Foods
Evolution Fresh
Berto’s Gelato & Sorbet
Jensen Meat Co
Tumbador Chocolate
Leclerc Foods USA Inc.
FX Matt Brewing Co.
Green Organic Vegetable Inc.
Deli Star Inc.
Always Bagels
National Choice Bakery
Sequoia Orange Co.
Spring Glen Fresh Foods
Westshore Pizza
Distributors: Total Recall
Columbia Distributing
Castella Imports Inc.
Co-Sales Company
Brick Brewing Co. Limited
Prime Distributors
Retailers: What’s in Store
AriZona Beverage Co.
Le Grand Marche
Three Things

Food and Drink - Fall 2011