Ricoré

Ricoré is a Nestlé-owned beverage brand best known for an instant coffee product blended with chicory. Created in 1953, the brand was developed for consumers seeking a breakfast drink that combines coffee character with the distinctive roasted, slightly bitter flavor of chicory. Its principal market is France, where Ricoré became closely associated with the morning meal and with consumption mixed primarily with milk. The product may also be prepared with water or with a combination of milk and water. The standard formulation described for Ricoré contains approximately 33.2% instant coffee and 63% chicory, together with magnesium sulfate. The combination gives it a flavor and preparation profile that differs from conventional soluble coffee. Rather than positioning itself only as a coffee substitute, Ricoré has generally occupied a hybrid space between instant coffee and chicory-based breakfast beverages. This positioning helped distinguish it in the French hot-drinks market and supported its long-term household recognition. Ricoré's brand identity has been shaped particularly strongly by advertising. From 1981 until approximately 2005, its French communications used the jingle "L'ami du petit-déjeuner, l'ami Ricoré," meaning "breakfast's friend, Ricoré." The campaign commonly showed family or household situations around the breakfast table, with Ricoré presented as a familiar solution or companion within the morning routine. The repeated musical signature and domestic setting made the brand unusually recognizable in France. In September 2006, the slogan "Devenez du matin," translated as "become a morning person," replaced the earlier "l'ami Ricoré" positioning. The brand is primarily found in France and is also available, to a lesser degree, in Belgium, Spain, Portugal, and Poland. Ricoré has therefore remained a geographically concentrated European brand rather than a broadly global Nestlé label. Its market presence is connected to local breakfast habits and to established consumer familiarity with chicory-based drinks. A related product history exists in South Africa, where the beverage is known as Ricoffy rather than Ricoré. The South African product was developed as Ricory in 1952 and was renamed Ricoffy by the early 1970s. Chicory-based coffee had already entered South African consumption through French Huguenot influence, and the product became embedded in local coffee culture. The South African naming and history are distinct from the French Ricoré brand presentation, although both reflect the broader use of chicory in coffee-style beverages. Ricoré remains an active Nestlé product brand whose principal differentiation is the combination of instant coffee and chicory, its association with milk-based breakfast preparation, and a long-running French advertising heritage.

Ricoré was created by Nestlé in 1953 as an instant beverage combining coffee and chicory. The product belongs to a long European tradition of using roasted chicory in coffee-style drinks, but its commercial identity was built around a standardized soluble blend and a specifically French breakfast proposition. The formulation described for the product consists of approximately 33.2% instant coffee and 63% chicory, with magnesium sulfate also included. This composition gives Ricoré a taste that is recognizably coffee-based while retaining the roasted and bitter notes associated with chicory. From its French base, Ricoré became primarily established in France and achieved more limited distribution in Belgium, Spain, Portugal, and Poland. The beverage has commonly been consumed with milk, although preparation with water or with both milk and water is also practiced. Its role in the morning meal became central to the brand's identity, distinguishing Ricoré from ordinary instant coffee and allowing it to function as a habitual breakfast drink. Advertising was a major component of Ricoré's development in France. Between 1981 and approximately 2005, the brand used a recurring campaign centered on the jingle "L'ami du petit-déjeuner, l'ami Ricoré." The advertisements presented different family situations taking place at breakfast and portrayed Ricoré as a reassuring presence or answer within those domestic scenes. The campaign's repeated musical phrase made it one of the most identifiable elements of the brand's French communication history. In September 2006, Ricoré moved to the slogan "Devenez du matin," signaling a revised expression of the brand while retaining its connection to the morning routine. Ricoré is also related to a separate South African naming and product history. In South Africa, the beverage is known as Ricoffy. It was developed there as Ricory in 1952 and had adopted the Ricoffy name by the early 1970s. Chicory-based coffee had been introduced into South African consumption by French Huguenots, and the resulting product became part of local coffee culture. This South African history should not be treated as evidence that the French Ricoré brand itself operates as a globally uniform product: the names, market context, and development histories are presented separately. The available reference material does not identify a standalone Ricoré corporate headquarters, independent management team, financial results, public listing, or acquisition history. Ricoré is described as a Nestlé product brand and remains active. Its historical significance lies chiefly in its durable French household presence, its coffee-and-chicory formulation, and the unusually long-running breakfast advertising platform that connected the brand with family morning rituals.

• 2006

  New French slogan introduced

  [1]Ricoréen.wikipedia.org

  In September, Ricoré replaces the earlier slogan with "Devenez du matin."

• 2005

  Approximate end of the classic jingle campaign

  [1]Ricoréen.wikipedia.org

  The long-running "L'ami du petit-déjeuner, l'ami Ricoré" campaign runs until approximately 2005.

• 1981

  Long-running breakfast advertising campaign begins

  [1]Ricoréen.wikipedia.org

  Ricoré begins using the French breakfast-themed jingle and slogan "L'ami du petit-déjeuner, l'ami Ricoré."

• 1953

  Ricoré is created by Nestlé

  [1]Ricoréen.wikipedia.org

  Nestlé creates Ricoré as an instant beverage combining coffee and chicory.

A familiar French breakfast beverage combining instant coffee with roasted chicory, positioned around warmth, routine, and convivial morning consumption.

• Instant coffee and chicory beverage · 1953

  Ricoré

  Ricoré is an instant hot drink made from a blend of soluble coffee and chicory. The formulation described in reference material contains approximately 33.2% instant coffee and 63% chicory, along with magnesium sulfate. It is most commonly prepared with milk in France, but consumers may also use water or a mixture of milk and water. The product's combined coffee and chicory profile is its defining functional and sensory distinction.

• South African coffee and chicory beverage · 1952

  Ricoffy

  Ricoffy is the name used in South Africa for a related coffee-and-chicory beverage. Reference material states that it was developed as Ricory in 1952 and renamed Ricoffy by the early 1970s. Its history is associated with the established South African consumption of chicory-based coffee and should be distinguished from the French Ricoré brand identity.

• 2006Devenez du matin

  France

  In September 2006, Ricoré introduced a new slogan, "Devenez du matin," replacing the earlier "L'ami Ricoré" expression.

  Source
• 1981L'ami du petit-déjeuner, l'ami Ricoré

  France

  Ricoré's best-known French advertising platform used a recurring jingle written by André Georget and depicted varied family situations at breakfast. The campaign presented Ricoré as a familiar companion and solution within the morning meal.

  Outcome. The campaign continued until approximately 2005 and became strongly associated with Ricoré's French brand identity.

  Source

• 2006

  Ricoré changes its French advertising platformStrategy

  Background

  After approximately two decades of using the "L'ami du petit-déjeuner, l'ami Ricoré" campaign, the brand revised its communication approach.

  Action taken

  Ricoré adopted the slogan "Devenez du matin" in September 2006.

  Source

1. 1Ricoréen.wikipedia.org