Vitacuire

What Vitacuire does

Vitacuire is a French family-owned frozen puff pastry manufacturer founded in 1952 in Lyon and headquartered in Meyzieu. The company produces frozen savory pastries — including feuilletés, friands, hot-dogs, empanadas, and aperitif selections — distributed across France through GMS (large and medium retail surfaces), food service/catering (RHD), freezer centers, and home delivery, and exported to more than 30 countries spanning Europe, North America, Asia-Pacific, French overseas territories and the Middle East. Its underlying technology is industrial deep-freezing (surgélation), which the company pioneered in the 1950s to preserve nutritional quality and reduce food waste, combined with daily in-process quality controls and full traceability across the production chain.

The company operates a multi-brand portfolio: the core Vitacuire brand for everyday family puff pastry, Bistro Emile (launched 2018) for premium aperitif selections, and Miam & Snack (created 2019, operational 2020) as an innovation lab targeting catering professionals with snacking products such as empanadas. An in-house innovation laboratory develops more than 100 new recipes per year, and 80%+ of the 150 collaborators receive annual training. Production is concentrated at a single 54,000 m² site in Meyzieu with multiple production lines.

Vitacuire's business model rests on two pillars: branded frozen pastry sales through retail and food-service channels, and private label (marque de distributeur / MDD) co-manufacturing for European retailers, which accounts for approximately 50% of turnover. The company is privately held across three generations of the founding Krief family, with no public listing; a 2018 minority equity event involved Esfin Gestion, Siparex Groupe and Rhône Dauphiné Développement. Revenue is approximately €50.5M, and the company holds IFS and BRC food safety certifications, a clean-label product initiative, and FSC-certified packaging partnerships.

Name

Vitacuire

Legal name

Vitacuire

Website

https://vitacuire.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

101–250 employees

Short description

Vitacuire is a French family-owned frozen puff pastry manufacturer founded in 1952, producing branded and private-label savory pastries for retail, food service, and export to 30+ countries from a single Meyzieu facility.

Ownership category

akta.pro rank

Product category

Frozen Pastries

NAICS

Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Bakery Products (2050)

akta.pro primary industry

Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL)

Keywords

• Frozen puff pastry
• Private label frozen foods
• Appetizer pastries
• Frozen savory pastries
• Deep-frozen bakery

Headquarters

HQ city

Meyzieu

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Frozen Puff Pastry Products - Retail: B2C and B2B sales of frozen puff pastry products through retail chains (GMS) and food service (RHD). Products include savory pies, mini pastries, empanadas, and appetizers.
2. Private Label (MDD): Since 2002, the company positions itself in the private label segment, producing products under retailer brands.
3. Export Sales: International sales to over 30 countries with 1600 tonnes of products exported annually.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Vitacuire manufactures and distributes deep-frozen puff pastry products (savory pies, mini pastries, friands, feuilletés, hot-dogs, empanadas, and aperitif snacks) under its own brands (Vitacuire, Bistro Emile, Miam & Snack) and under retailer private labels (MDD). The company sells through retail chains (GMS), food service operators (RHD), freezer centers, and exports to more than 30 countries.

Product overview

Vitacuire is a French frozen puff pastry manufacturer founded in 1952, operating under a multi-brand portfolio strategy. The core Vitacuire brand offers everyday puff pastry products (feuilletés, friands, hot-dogs) for family consumption. The Bistro Emile sub-brand focuses on premium aperitif selections with original party boxes. The Miam & Snack innovation lab targets catering professionals with snacking products like empanadas. All products are distributed through frozen food sections across retail (GMS), food service (RHD), and export channels in over 30 countries.

Differentiator

Problem solved

Functional benefit

Brands

• Vitacuire: Main brand offering the best of everyday puff pastry. Generous and gourmet products for the whole family, found in the frozen section.
• Bistro Emile
• Miam & Snack

Products and services

• Vitacuire Brand (Main Everyday Puff Pastry Range) Main brand offering generous and gourmet everyday frozen puff pastry products for the whole family, including feuilletés, friands, hot-dogs, and various savory pastries, found in the frozen section of retail stores.
• Bistro Emile Brand (Aperitif Selection) Aperitif selection sub-brand that creates original and tasty frozen boxes for retail customers, including mini rolls, mini baskets, cheese assortments, and assorted party selections in various pack sizes.
• Miam & Snack (Catering Snacking Innovation Lab) Snacking innovation lab sub-brand for catering professionals, specializing in revisited empanadas with various flavors for lunch on-the-go, family dinners, or party times.
• Private Label / MDD Manufacturing Contract manufacturing of frozen puff pastry products sold under retailer-owned brands (MDD/Marque De Distributeur). Accounts for 50% of Vitacuire's turnover and serves French and international retail chains.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered minor.

• FSC-Certified Packaging PartnersminorOthersVitacuire works with FSC-certified local partners in the Rhône-Alpes region for packaging production. These partners provide packaging materials made from recycled cardboard (2/3 of packaging is recycled cardboard) with vegetable-based inks.
• Local Rhône-Alpes Packaging PartnersminorOthersPackaging manufactured in the Rhône-Alpes region with local partners. 2/3 of cardboard packaging is made from recycled materials, printed with vegetable-based inks.

Scale indicators11 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• McCain Foods: Global frozen food leader with strong European presence in frozen appetizers, snacks, and meals. Competes in similar retail frozen categories and foodservice channels, representing a scale benchmark for Vitacuire's international ambitions.
• Aryzta Food Solutions: Global frozen bakery supplier (McDonald's buns, European foodservice). Comparable as a frozen bakery private label and B2B manufacturer serving retail and foodservice across Europe.
• Findus Group: European frozen food manufacturer with broad category coverage including frozen fish, meals, and snacks. Comparable as a European-scale frozen foods manufacturer and private label supplier, though outside core puff pastry specialization.
• Picard Surgelés: France's leading specialty frozen food retailer with an extensive private-label frozen meal and appetizer assortment. Competes indirectly through retail frozen shelf-space allocation and provides a benchmark for premium frozen positioning.
• St Michel (Biscuiterie St Michel): French family-owned biscuits and viennoiserie manufacturer. Comparable as a French heritage bakery brand serving retail GMS with adjacent pastries, though with stronger focus on ambient biscuits than frozen.
• Brossard: French brand within Brioche Pasquier group focused on madeleines, cakes, and viennoiserie. Adjacent competitor in French ambient and frozen bakery aisles with similar heritage positioning.

Direct peers

• Boncolac: French frozen puff pastry and savory tart specialist serving foodservice and retail. Closely comparable product portfolio (puff pastry, mini pastries, empanadas-style snacks) and overlapping foodservice/RHD customer base.
• Brioche Pasquier: Major French family-owned manufacturer of brioche, viennoiserie, and frozen bakery products (Brossard brand). Direct competitor to Vitacuire in French retail frozen pastry, with overlapping private label capabilities and similar multi-channel GMS/RHD distribution.
• Marie (Barilla Group): French frozen savory tart and puff pastry brand owned by Barilla. Competes head-to-head with Vitacuire in French retail frozen aisles across quiches, feuilletés, and appetizer categories.

Emerging players

• Delacre (Pladis Group): Belgian premium biscuit and cookies brand. Comparable as a European branded bakery player with overlapping retailer relationships and French market presence, though focused on ambient biscuits rather than frozen.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Vitacuire-108118864484288
• LinkedInlinkedin.com/company/vitacuire
• Instagraminstagram.com/vitacuire

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vitacuire