At the time, the State required that all towns with a population of over 30,000 should be supplied with pasteurised milk. To make up for the lack of milk in the St. Malo area, Raymond GIZARD created the Centrale Laitière Malouine (Dairy) in St. Malo and delivered fresh pasteurised milk to the whole area. From Auvergne, as well as food engineer, he invented the Mont-Blanc cream dessert at Chef du Pont in Normandy in 1947.
20,000 bottles of milk left the Dairy every day and the deliveries (even to the doorstep) started with 3 small vans and a delivery tricycle. This was the start of the MALO saga.
1950s /1960s: know-how and tradition
Malo developed the fresh dairy products which were to make the brand famous.
Since this predicted success, the Laiterie de Saint Malo has developed a real policy of innovation, without ever turning its back on its values and quality standards.
The returnable bottles of pasteurised milk were branded Banania.
The dairy developed a partnership with the glass bottle supplier: promotion of the Banania brand in exchange for attractive commercial terms. This partnership signed the beginnings of an avant-garde marketing campaign.
The 1st yoghurts distributed in glass pots with the “Les goélands” (Seagulls) brand appeared.
The 1st petit-suisses in a cardboard box with the “Les Mouettes” brand were made.
Today even now, Malo's petit-suisses are the only ones still marketed in a cardboard box.
These two brands were an allusion to the company's proximity to the sea and their aim was to catch the eye of tourists on holiday in the area and encourage them to find out about local products.
The 1st chocolate and toffee yoghurt with rennet added were packaged in flat-topped cone-shaped paper pots.
These had this shape because the paper pot prevented whey from rising and kept the yoghurt in the pot.
Rennet was added because rennet is an enzyme that predigests milk and, therefore suits people who find it difficult to digest, enabling them to eat yoghurts.
Today MALO is the only manufacturer with a rennet added line.
1970s: the birth of a brand
In 1967, all the products were identified under a single brand name of MALO, whose well-known logo with boat-shaped ramparts became familiar to all. It broadly associated the brand with the maritime and corsair history of the town of St. Malo.
MALO added the slogan “MALO fortifying your health”, which was evocative and topical; however, its use was greatly limited by the DGCCRF (Consumer Affairs and Fraud Control).
MALO launched a new range of farmhouse fromage frais.
The only French dairy company to offer this kind of fromage frais, MALO continues the tradition of straining the fromage frais through muslin bags. It has a wonderful flavour that comes from this slow and natural straining process that keeps all its nutritive properties, giving it a real taste of the past.
MALO: local communication
From the moment it was created, MALO has always stood up for a particular communications philosophy.
The brand has always been close to its consumers and in particular children.
It has created complicity and emotional connections specific to its own world:
- Loyalty campaign by collecting magnets or key holders.
- Collection of magnets representing the French départements in packs of petits-suisses.
- Collection of Football World Cup 1966 teams in MALO packs of petits suisses.
- Collection of 8 “gourmet map of St Malo” postcards promoting young Claire, who anecdotally is none other than Raymond Gizard's granddaughter
- Limited collector “1948 – 2008” series on MALO paper yoghurt pots
- Limited collector series of a metal plate from the 1st MALO poster campaign in Paris in 2010
2011: accelerated expansion
In 2010, the brand could be seen in the Paris metro and RER, where its posters appealed to consumers for their “retro-modern” and “emotional” attributes.
Of course, the original paper pot remains a true trademark and continues to bring generations of consumers together.