There are some aptly named companies that are so inextricably linked to their business that you almost think it’s a bit staged. One such example is Pralus. The famous Roanne-based firm, which is known by lovers of chocolate and the famous “Praluline” everywhere, made a good part of its fortune from the creation of the delicious praline brioche which is sold (up to 800 of them some Saturdays) at various places in the locality (two in Roanne itself, one in Charlieu and another in Renaison), in Annecy, Paris as well as in Japan where two franchises fly the family business’ flag. There is also talk of a shop in New York.
It all started with Auguste Pralus, a Meilleur Ouvrier de France, who invented the famous brioche in 1955 and it is still hugely popular with the people of Roanne today. In 1988, François Pralus took over from his father. Naturally he maintained the production of this beacon product whilst at the same time developing the chocolate-side of the business. “There are three artisanal chocolate makers in France and all of them are in the Rhône-Alpes, with Bonnat in Voiron and Bernachon in Lyon. As far as our own production is concerned, we make 100 tons of chocolate and the amount is increasing slightly because our export market is growing, largely to Europe, North America, Japan, Hong Kong and Australia. Export represents 25% of our turnover of 4.3 million euros. The Praluline makes up 65% of our retail sales ! ”
Maison Pralus supplies a number of top chefs and establishments including Pierre Hermé, Jean-Paul Hévin, Les Galeries Lafayette, Ladurée, Guy Savoy, Pierre Gagnaire, Le Grand Véfour, Hélène Darroze and La Maison Troisgros, Roanne’s other gastro-icon. Pralus has its own factory based, since 2000, in an old hosiery factory and it is there that the 20 types of bar and 28 sorts of chocolates are made. 90% of the ingredients are based on dark chocolate from cocoa beans grown in twenty or so countries ((Venezuela, Colombia, Trinidad, Brazil, Ecuador, Ghana, Sao Tomé, Tanzania, Papua New Guinea and Madagascar, where the firm owns a 17-hectare plantation). 40% of its turnover is made in the last quarter when large numbers of companies put in orders for their corporate presents for the festive season.
They can choose from ballotin boxes of 130g, 330g or 550g, the Pyramide des Tropiques, which contains ten different flavours of chocolate bar (500g) or the 160g Barre Infernale. The smallest present starts at 6.69 € (ex VAT) whilst ballotin boxes cost from 13.74 € (ex VAT) to 46.45 € (ex VAT). “Companies seem to put their orders in later and later every year,” notes François Pralus. “They usually contact us mid-December for presents that have to be sent out at the beginning of January!”
One of Maison Pralus’ new products which is worth a mention is Le Cubissime, a praline-flavoured cube stuffed with ground hazelnuts, almonds and pistachios and covered in plain chocolate. It is the ideal product for businesses who can have their logo put on for an extra 6 or 7 € per item, with the cube itself costing 28 € (VAT included).
lrenaudin@chocolats-pralus.com
04 77 68 99 36
