Eager to make customers discover the most sublime richness of their ground coffee, Malongo coffee has conceived pairings of coffee/cheese inspired by known pairings of food/wines. We should have thought of that! Finally, the tastiest French cheeses such as roquefort, chevre, camembert, coming from all corners of France, actually have a reason to stay left out on the table until coffee time.

Elsewhere in the Bordeaux region, the famous brand of champagne Krug has also started to develop their gustative “experience”, a subtly wacky initiative named “Krug and Potato”. Such a random combination, as if a group of peasant farmers took a wrong turn and found themselves in a château… The initiative consisted of highlighting the flavors and the aromas of its famous Grande Cuvée champagne, coupled with the various preparations of potato dishes driven by the inspiration of well-known chef participants. It’s a way for a brand to show off its anticonformist spirit.

According to the Maison du Chocolat, they now offer the possibility of integrating vegetables into their chocolates, as a way of enhancing the salty flavor of the chocolate. The fullness of a pepper, the flavor profile of a cep mushroom, the sweet-and-sour nature of an onion, and the exquisite Espelette pepper: they all bring the chocolate bars a special and unexpected kick and according to the brand, “create moments of freedom where nothing ever is too much”.

So there you have it, the time has come for increasing incongruous associations. In the press, on social media, and around dining tables. But also enlarging its territory of consumption because products are often ‘trapped’ in their ways, the social conventions that surround them, and even the stereotypes that may put them in a box. Here, the pursued goal is not to prize the consumption of their product related to rare moments or luxury ingredients, but for consumers to associate it with reputable “ordinary” products. Veggies for Maison du Chocolat, potatoes for Krug champagne (even recipes “designed” by real chefs) or even everyday cheeses for Malongo.

Nowadays, to affirm one’s position in the gastronomic category is not only in the hope of “raising up” its product, but, more simply, to place it horizontally to something else to orient customers towards a familiar universe. The more territory is familiar and seems popular, the more amazement there will be.

A new universe of innovation is now at play.