Cookut: The Recipe Is Pleasure!

Cookut is moving to the next level. After building its success on a number of iconic products, the Lyon-based brand is now investing in its identity, communication and distribution network to support its growth both in France and internationally.

Having established several products as household favourites, Cookut is entering a new phase of its development. While L’Incroyable Cocotte, La Fabuleuse and La Merveilleuse have played a major role in building awareness of the Lyon-based company among the general public, Laurent Ammeux believes the time has now come to grow the Cookut brand itself. “Our products now enjoy strong recognition, sometimes even greater than Cookut itself. This is obviously a success, but it also creates a new challenge. We now need to build a brand capable of bringing all these successes together under one strong and coherent identity.” This ambition has led the company to undertake an extensive strategic project with Lyon-based agency Insign, a specialist in brand strategy. For nearly a year and a half, the two teams worked together to define the brand platform that will now serve as the framework for all company decisions. The choice of Insign came naturally. “We were looking for an agency that shared our mindset. Their approach to marketing is creative, unconventional and far removed from standard methods. We immediately connected with their way of thinking about brands.”

Far more than a communication exercise, this platform now forms the foundation on which Cookut intends to build its development for the years ahead. Communication, product innovation, distribution, visual identity and public messaging will all be aligned within a shared vision designed to strengthen the brand sustainably, both in France and internationally. Cookut champions a vision of cooking that breaks away from the traditional conventions of the market. It encourages everyone to cook simply, entertain without pressure and enjoy moments together. Culinary expertise takes a back seat. “We want to take even more of the mystique out of cooking. You don’t need to be a chef to want to cook or to cook successfully. And if you don’t get it right the first time, it doesn’t matter. You simply try again.”

This philosophy has been part of Cookut since its creation, but it is now being expressed more assertively. The brand does not seek to teach consumers how to cook like professionals. It simply wants to inspire them to cook, entertain and share, regardless of the number of guests or anyone’s level of culinary skill. “What matters is the moment of togetherness you create, far more than the result on the plate,” continues Laurent Ammeux.

Kitchen utensils thus cease to be merely high-performance objects and instead become companions to everyday moments. This vision is now embodied in the tagline La recette, c’est le plaisir — The Recipe Is Pleasure — which will systematically accompany the Cookut logo and encapsulates the brand’s ambition. Having built its success on products that have become iconic, the company now intends to establish Cookut as a strong brand in its own right, driven by a vision of cooking based on simplicity, togetherness and shared pleasure.

FROM ICONIC PRODUCTS TO A LEADING BRAND

From this autumn onwards, a new creative direction will profoundly reshape the way the brand expresses itself. All content has been redesigned and will be rolled out progressively over the coming months as packaging is replaced and the various communication materials are updated. For Laurent Ammeux, this new identity reflects a desire to put people back at the heart of the brand’s message. “We want to place even greater emphasis on cooking that feels alive, warm and full of emotion. The people we show should be people everyone can identify with.”

Everyday scenes, spontaneous gestures and moments of sharing will therefore take precedence over overly perfect staging. The product is no longer the sole focus of communication. Instead, it becomes a companion to moments in everyday life that everyone can relate to. Initiated in 2023, this transformation goes far beyond communication alone. Cookut first strengthened its financial structure, reorganised its operations and modernised its tools to support its growth. With its new brand platform, the company now has a shared direction that will guide its products, communication, distribution and all of its decisions. “Today, the final foundation we are putting in place is precisely this brand platform. It is what we will rely on to drive Cookut’s growth over the coming years.” This marks a decisive step for the company as it gradually moves away from a model in which a handful of iconic products drove Cookut’s reputation towards a brand capable of bringing all its collections together under one strong and coherent identity.

BUILDING THE BRAND TO GROW THE RETAIL NETWORK

This autumn, Cookut is launching the largest media campaign in its history. For several weeks, the brand will invest heavily in outdoor advertising across Paris, with a campaign appearing in more than 200 metro stations, particularly during Maison&Objet. For the first time, it will also advertise on television and on major streaming platforms, including Netflix. Until now, these campaigns have mainly focused on the brand’s iconic products. “Until now, we ran campaigns for La Fabuleuse or L’Incroyable Cocotte. Today, we are running campaigns for Cookut.”

The objective is to strengthen brand awareness among the general public while driving traffic to the partner stores that sell its products. Remaining faithful to its commitment to a network of independent retailers, Cookut refuses to sell its products on major online marketplaces such as Amazon. By investing heavily in communication, the company aims to create value for its distributors as much as for itself and to consolidate a development model based on long-term relationships with its partners.

As the festive season approaches, Cookut will expand its range with around twenty new additions, including new colours, Christmas gift sets, mystery gifts and product updates. For Laurent Ammeux, this momentum goes beyond simply launching new products. As consumers become more considered in their purchasing decisions and favour products whose usefulness they can immediately recognise, innovation needs to combine creativity, ease of use and added value. “Innovation is in our DNA. It is also our role,” he says.

Cookut, which still generates nearly 75% of its business through retailers, fully intends to preserve this balance. For Laurent Ammeux, when a brand succeeds in drawing consumers into stores, the entire product category benefits. New products therefore help maintain the category’s appeal, increase its visibility and provide lasting support for retailers’ business. This is why the brand is investing in a whole range of tools designed to support its retailers throughout the festive season. Window-display materials, point-of-sale displays, bags, collectors’ items and small gifts for customers have all been designed to enhance the shopping experience and make retail outlets more attractive.

Source : Home Fashion News #62 – Sept 2026 / / Traduction : Leila Ahmad