Scrapcooking: Innovation as a driving force, creativity as a culture

Founded in 2005, Caramelle is one of those French companies that have successfully combined creativity, local manufacturing and industrial expertise. With Scrapcooking, its flagship brand, the company has democratised the art of pastry-making by making it accessible to everyone through a rich catalogue of more than a thousand references—utensils, equipment and ingredients made in France—that have shaped the gourmet imagination of an entire generation.

In 2026, the brand is accelerating once again. Guided by an innovation-driven culture that remains its compass, Scrapcooking is preparing a year marked by numerous product developments and is placing an even stronger focus on international expansion. We meet with Marine Loynet, marketing director at Caramelle, to explore the ambitions of a company moving forward with appetite and determination.

When Marine Loynet speaks about Scrapcooking’s vision, one guiding principle immediately stands out: innovation. This core value lies at the heart of the brand’s 2026 strategy and has been embedded in its DNA from the very beginning. Each year, a steady flow of new products enriches the catalogue, reflecting a balance between range development, adaptation to evolving uses and a secure positioning in an increasingly competitive market. This momentum follows the path set by Rose Marie and Stéphane Brémard, the visionary founders of Caramelle, who successfully opened up a universe once reserved for professional pastry chefs. Stéphane Brémard remains actively involved in development, extending the pioneering spirit that continues to guide the brand.

Over time, Scrapcooking has built a distinctive signature: ingenious, playful products designed to give everyone—from enthusiastic beginners to experienced pastry lovers—the freedom to express intuition and enjoyment. This philosophy still drives the teams today, working from the workshops in Pont-Évêque, where the solutions and uses that will shape upcoming seasons are imagined. This methodical creativity, rooted in everyday reality, will make Scrapcooking in 2026 a more technical and ambitious brand, while remaining true to its commitment to accessibility and culinary renewal.

Small appliances, a new growth driver

The brand is entering a new phase by strengthening its position in small domestic appliances. The market, fuelled by the emergence of new cooking habits, continues to grow steadily. Scrapcooking responds with remarkable precision, notably through silicone moulds adapted to air fryers and by developing its own appliances with features designed in-house. The brand no longer limits itself to mould-making: it now designs complete appliances, conceived internally and equipped with functionalities tailored to new culinary practices. Waffles, cakes and playful creations—each machine embodies the ambition to combine technical precision with creative pleasure. The new madeleine maker perfectly illustrates this approach. In just five minutes, it delivers a perfectly risen madeleine, crisp at the edges and soft at the centre—a “professional” result that remains accessible to all, as Marine Loynet explains. It captures the very essence of the Scrapcooking spirit: making excellence simple, immediate and joyful.

Food products: a French taste that does not export itself by chance

Beyond utensils and appliances, Scrapcooking continues its in-depth work on ingredients manufactured at its Pont-Évêque facilities. Convinced that flavour expertise is one of its strongest differentiators—particularly internationally—the brand relies on the enduring appeal of French pastry. Marine Loynet highlights how difficult it is to replicate such precise flavour profiles, aromatic intensity and textural mastery. Food innovations reflect this pursuit: new fillings designed for reinvented viennoiseries, a richer and more flexible chocolate paste than traditional sugar paste, and a “Bueno”-flavoured paste with a smooth, nutty texture suited to both modelling and coating. By aligning ingredients with the tools designed to enhance them, Scrapcooking reinforces one of its strongest signatures: offering creators—amateur and professional alike—a complete, coherent and immediately operational ecosystem.

New products designed to reinvent childhood snacks

Scrapcooking continues to develop its range dedicated to childhood snacks, reimagined through a contemporary lens. Its silicone moulds, which bring classic biscuits, petits-beurres and filled treats back into home kitchens, have been particularly successful, with the tartlet mould becoming a bestseller. These nostalgic recipes are reinterpreted in more virtuous forms, using lighter formulations, gluten-free options and carefully selected ingredients to meet the expectations of today’s families. Behind this collection lies a clear ambition: to give consumers back control over what they make, through tools that combine creativity, simplicity and naturalness.

When digital amplifies indulgence

Scrapcooking continues to place digital channels at the heart of its strategy, an area where the brand plans to further strengthen engagement in 2026. Marine Loynet underlines the decisive role of social media, capable of reaching not only retailers but also end consumers directly. This digital expertise builds on an already strong media presence. As a long-standing partner of Le Meilleur Pâtissier, Scrapcooking has become deeply embedded in the gourmet imagination of millions of viewers, nurturing a reputation that is both popular and enduring.

Meet us at Ambiente 2026

At Ambiente this year, Caramelle is reaching a new milestone. Scrapcooking will unveil a completely redesigned stand, faithful to its graphic identity yet infused with renewed energy. The space, clearer and more open, goes beyond product display: it tells a story, expresses intent and showcases the evolution of a brand that has become a key reference in creative baking. The scenography also integrates a dedicated area for Deco Relief, the group’s brand aimed at experts and professionals, presented in a deliberately subtle and considered manner. This approach reflects a shift within specialised retail, where Scrapcooking-branded stores increasingly serve professional buyers, while traditional consumers continue to gain technical expertise. The boundary between demanding enthusiasts and professional pastry chefs is gradually fading, becoming almost imperceptible.

Scrapcooking naturally supports this evolution, fully embracing its role as a bridge between two worlds that increasingly interact and enrich one another. Without falling into the temptation of “doing everything,” Caramelle continues to focus with precision on the development of its pastry preparations, all produced in France at its own manufacturing site. Each mould and each machine finds its place within a coherent system designed to appeal to an international audience, which has become a strategic growth driver for Caramelle. In the years ahead, the company aims to further strengthen its presence outside France and increase the share of revenue generated through exports.

Source: Home Fashion News January26