Grands Moulins de Paris Marks 60 Years of Francine with Limited-Edition Sustainable Packaging
Grands Moulins de Paris is celebrating 60 years of its flagship Francine flour brand with a limited-edition release of its Suprême flour, packaged in a recyclable fibre-based container developed by Sonoco. The commemorative packaging, based on Sonoco’s GreenCan solution, pays tribute to the brand’s heritage while advancing its sustainability goals.
Francine was a market pioneer in the 1980s when it introduced rigid packaging for flour, enhancing convenience for consumers. Today, the anniversary edition builds on that legacy with GreenCan’s paper-based, fully recyclable design, which contains up to 96% paper and more than 60% recycled material. The packaging combines practicality with a reduced environmental footprint, in line with Grands Moulins de Paris’ sustainability commitments.
The limited edition is part of a wider 360° campaign launched by the company in February, including in-store promotions, employee engagement, and digital content. Three of Francine’s leading references, including Suprême, are included in the anniversary rollout, featuring retro-inspired graphics.
Sonoco has supported the Francine brand for over four decades. Guillaume Sireix, Director of Sonoco’s GreenCan Studio, has been closely involved with the project, continuing the work of his father, Georges Sireix, who helped develop the original GreenCan technology. “His vision for sustainable, high-quality packaging lives on,” Sireix said, highlighting the long-standing partnership.
Grands Moulins de Paris, part of the farmer-owned VIVESCIA cooperative, sources 100% French bread wheat for its flour production. In addition to supplying small-scale bakeries, the food industry, and supermarkets, the company promotes traditional French milling through its Paris Bakery and Patisserie School, which trains nearly 450 students annually.
The anniversary edition of Francine Suprême flour will be available in retail stores across France, offering consumers a blend of nostalgia and innovation in sustainable packaging.