Why Bridor is accelerating in the US

By Gill Hyslop

- Last updated on GMT

Credit: Bridor
Credit: Bridor

Related tags Bridor Le Duff Groupe French bakery viennoiserie

A $200m investment is designed to make Viennese pastries and bread more accessible to Americans.

Bridor has ploughed almost €200m ($217.29m) into a state-of-the-art production site in the state of Utah. The move is part of Bridor’s global development strategy to ramp up its presence in the region, particularly in the US.

“This factory will enable Bridor to meet the specific needs of the American market by having a production site close to its regional customers,” said CEO Philippe Morin.

“We are doubling our turnover every five years. This new project in North America is a key part of this strategy because this market has great potential.”

Viennese specialities for the American market

Bridor multicodes ambiance fluers macarons
Credit: Bridor

The new facility brings the number of plants in North America to five: two in Canada and two in the US (Connecticut and New Jersey). The European-focused bakery product manufacturing company is part of the  Le Duff Group, which has a 19k-strong workforce managing 18 production sites across the globe. Founded by Louis Le Duff in 1976, the bakery giant currently clocks up an annual turnover of around €3bn ($3.25).

The new facility – just outside Salt Lake City – will produce a wide range of artisanal breads and Viennese pastries designed specifically for the American market.

Construction will begin in autumn 2024 and is expected to be completed by the end of 2025. Production will be operational in January 2026.

It will lead to the creation of 300 new jobs, including operators, bakers, engineers and quality controllers. The company runs a Training Academy to provide its new talents with essential knowhow to make the artisanal products on an industrial scale.

These are provided to the hospitality and foodservice sector. A typical USP the company employs to stand out from its competors is its partnership with renowned chefs, such as Pierre Hermé and Sébastien Canonne, founder of the French Pastry School in Chicago, along with others from Maison Lenôtre or the Meilleurs ouvriers de France, to propose original products for high-end customers.

My second home

French ladies eating a baguette stockfour
Pic: GettyImages/stockfour

“Through this investment, Bridor builds on the strategy of Le Duff Group, which has built its success on the priority given to quality and enjoyment on the plate for the wellbeing of consumers,” said president and founder Louis Le Duff.

“I am all the prouder of this development as the Group’s international history is closely linked to America, which is my second country.”

Added Morin, “Bridor’s success is built on the perfect combination of traditional knowow and industrial excellence.

“We will continue to exploit these two skills to propose high-quality products to the North American market.”

Louis Le Duff founded Bridor in 1988. The company employs 4,500 people and is present in 100 countries.

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