In 2026, Elle & Vire celebrates 80 years of know-how rooted in Normandy. Since its creation, the brand combines tradition and innovation to support changes in food usage, from the daily lives of families to tables around the world. The adventure begins in 1945, when the farmer Auguste Grandin founded, with 17 producers, a cooperative around a common ambition : enhance the richness of Norman milk. The inauguration of the Condé-sur-Vire factory in 1950 marked a decisive turning point and permanently established the brand in a development dynamic., without ever denying its agricultural roots. Even today, this origin shapes the quality and taste signature of the products.
A culture of progress
From its beginnings, Elle & Vire stands out through its ability to innovate. The brand has been able to evolve its ranges to meet consumer expectations, by reconciling naturalness, practicality and pleasure. Butters, creams and dairy desserts have thus established themselves as references. Among recent successes, the Mon Grec range illustrates this dynamic. Designed to meet new expectations in terms of balance and indulgence, it seduces with its creaminess and the quality of its milk, quickly becoming a must-have on the shelf.
A brand close to its consumers
Faithful to its roots in everyday life, Elle & Vire maintains a close relationship with its consumers, notably in Reunion via her Facebook page “Elle & Turn DOM-TOM & Mascarenes”. Recipes, news and moments of sharing nourish a committed and loyal community.
A birthday celebrated in style
On the occasion of his 80th birthday, Elle & Vire is deploying a large-scale 360-degree activation in 2026 combining event POS, in-store events, goodies, promotional operations and digital highlights. A TV campaign is also planned. At points of sale, dedicated highlights and events will celebrate the brand’s universe, while the digital sphere will come alive around a major competition, exclusive content, inspiring recipes and the mobilization of influencers responsible for amplifying the visibility of the event. Designed as a complete device, this activation plan aims to create a unifying moment and lastingly mark this anniversary year.
“Committed to the real and to tomorrow”
These 80 years are also an opportunity to highlight the signature created especially for this anniversary. : “Commitment to truth and to tomorrow. »
On the occasion of this anniversary, Elle & Vire reveals his signature : “Committed to truth and to tomorrow”. Commit to the truth, it’s defending taste, milk quality and know-how, while supporting agricultural sectors. Commit to tomorrow, it’s moving towards more sustainable production : better resource management, responsible packaging and environmentally friendly innovations.
