After Lët’z Frites, Lët’z Chips in 2020 and in 2021, ’s appetite for local products continues unabated. The wholesaler has just joined forces with to launch Lët’z Kola, a soda made in the grand duchy of Luxembourg from natural ingredients.
It contains stevia, a natural sweetener that reduces the amount of sugar in the recipe of the soda, which is produced in Wiltz, at the Brasserie Simon.
The latter is also responsible for distributing the bottles to resellers and the Cactus chain, which sells the range to the general public, while upstream La Provençale orchestrates the marketing and sales of the range it has created.
An orangeade and a lemonade to complete a nonalcoholic range
Besides the cola bottle, there are two other options: Lët’z Limo for orangeade and Lët’z Limo Lemon & Lime flavour for lemonade. Like the cola, these two sodas are the only locally produced products of their kind.
They complete the range of the Brasserie Simon, which currently has two non-alcoholic references among its nine beers: Simon 0.0% and its lime and ginger flavoured version.
Our aim is to position ourselves in a qualitative range.
Lët’z Kola is sold in returnable glass bottles for €5.40, i.e., a price of €4/litre in the same range as Fritz Kola, which costs €3.72/litre. “Our aim is to position ourselves in a qualitative range. It is clear that ‘Lët’z’ products are either the result of a project involving Luxembourg agriculture or are made in Luxembourg, ideally both,” emphasised Georges Eischen, managing partner of La Provençale.
The Luxembourgish aspect is also highlighted in the packaging, with a label featuring some of the country's strongest symbols: the Dräi Eechelen Museum, the Grand Duchess Charlotte Bridge, the Gëlle Fra, and the Coque. The logo is not left to chance either--a red lion with a geometric design embodies the new brand, which is also displayed on a series of additional products such as T-shirts, polo shirts, jumpers, jackets and hats.
La Provençale does not hide its appetite for “Lët’z” products, which it describes as “intelligent cooperation” with other local players. Other products are being developed and new references are appearing, such as Lët’z Nuddel pasta made from Luxembourgish durum wheat semolina--in collaboration with the --and Luxembourgish honey Lët'z Hunneg.
This story was first published in French on . It has been translated and edited for Delano.