{"id":148535,"date":"2026-05-21T14:42:17","date_gmt":"2026-05-21T12:42:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=148535"},"modified":"2026-05-21T14:42:20","modified_gmt":"2026-05-21T12:42:20","slug":"interview-nous-ne-vendons-pas-des-pots-nous-vendons-du-bonheur-en-sauce-sarah-de-bruyne-devos-lemmens-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/interview-nous-ne-vendons-pas-des-pots-nous-vendons-du-bonheur-en-sauce-sarah-de-bruyne-devos-lemmens-2\/","title":{"rendered":"[Interview] \u00ab Nous ne vendons pas des pots, nous vendons du bonheur en sauce \u00bb (Sarah De Bruyne, Devos &amp; Lemmens)"},"content":{"rendered":"\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\" style=\"--aspect-ratio:calc(1024 \/ 683)\"><div class=\"wp-block-jetpack-slideshow_container swiper\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-148528\" data-id=\"148528\" data-aspect-ratio=\"1024 \/ 683\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/2022_THOM_FULL_156-1-1024x683.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/2022_THOM_FULL_156-1-1024x683.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/2022_THOM_FULL_156-1-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/2022_THOM_FULL_156-1-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/2022_THOM_FULL_156-1-1536x1024.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/2022_THOM_FULL_156-1-2048x1365.jpg 2048w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/2022_THOM_FULL_156-1-185x122.jpg 185w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-block-jetpack-slideshow_caption gallery-caption\">Sarah De Bruyne<\/figcaption><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-148523\" data-id=\"148523\" data-aspect-ratio=\"960 \/ 640\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07460_1-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07460_1-Aangepast.jpg 960w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07460_1-Aangepast-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07460_1-Aangepast-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07460_1-Aangepast-185x122.jpg 185w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-148526\" data-id=\"148526\" data-aspect-ratio=\"960 \/ 640\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07512_1-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07512_1-Aangepast.jpg 960w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07512_1-Aangepast-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07512_1-Aangepast-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07512_1-Aangepast-185x122.jpg 185w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-148527\" data-id=\"148527\" data-aspect-ratio=\"960 \/ 640\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07877_1-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07877_1-Aangepast.jpg 960w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07877_1-Aangepast-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07877_1-Aangepast-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07877_1-Aangepast-185x122.jpg 185w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-148525\" data-id=\"148525\" data-aspect-ratio=\"960 \/ 640\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07987_1-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07987_1-Aangepast.jpg 960w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07987_1-Aangepast-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07987_1-Aangepast-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC07987_1-Aangepast-185x122.jpg 185w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-148531\" data-id=\"148531\" data-aspect-ratio=\"960 \/ 640\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC09046_1-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC09046_1-Aangepast.jpg 960w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC09046_1-Aangepast-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC09046_1-Aangepast-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC09046_1-Aangepast-185x122.jpg 185w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-148524\" data-id=\"148524\" data-aspect-ratio=\"960 \/ 640\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08263_1-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08263_1-Aangepast.jpg 960w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08263_1-Aangepast-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08263_1-Aangepast-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08263_1-Aangepast-185x122.jpg 185w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-148530\" data-id=\"148530\" data-aspect-ratio=\"960 \/ 640\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08335_1-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08335_1-Aangepast.jpg 960w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08335_1-Aangepast-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08335_1-Aangepast-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08335_1-Aangepast-185x122.jpg 185w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"960\" height=\"640\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-148529\" data-id=\"148529\" data-aspect-ratio=\"960 \/ 640\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08692_1-Aangepast.jpg\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08692_1-Aangepast.jpg 960w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08692_1-Aangepast-300x200.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08692_1-Aangepast-768x512.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/05\/DSC08692_1-Aangepast-185x122.jpg 185w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p>Le leader incontest\u00e9 du march\u00e9 belge de la mayonnaise et des sauces continue de cro\u00eetre, m\u00eame apr\u00e8s 140 ans. Les go\u00fbts changent, mais les grands classiques restent, avec l&rsquo;humour comme ingr\u00e9dient indispensable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De grands d\u00e9fis<\/h2>\n\n\n\n<p>Ce qui a commenc\u00e9 il y a 140 ans dans la boucherie anversoise d\u2019Henri Devos et de Maria Catharina Elisabeth Lemmens, avec des cornichons, de la moutarde et de la mayonnaise, est aujourd\u2019hui un leader incontest\u00e9 du march\u00e9 qui a produit pas moins de 3 152 930 litres de sauces froides et 8 230 891 litres de mayonnaise en 2025. Chaque minute, Devos &amp; Lemmens vend 47 pots ou bouteilles de sauces en Belgique, soit 25 millions par an. Malgr\u00e9 une part de march\u00e9 atteignant 45 % (en valeur) et une concurrence croissante des marques et des marques de distributeur dans le secteur des sauces, la marque a encore r\u00e9ussi \u00e0 cro\u00eetre au cours du dernier trimestre, sur un march\u00e9 qui conna\u00eet lui-m\u00eame une croissance de 3 \u00e0 4 %.<\/p>\n\n\n\n<p>Pourtant, D&amp;L, qui appartient, tout comme A\u00efki, Royco, Liebig et Lacroix, entre autres, au groupe europ\u00e9en GBfoods, doit \u00e9galement faire face \u00e0 des d\u00e9fis de taille. La concurrence est en effet f\u00e9roce, et chaque place en rayon est \u00e2prement disput\u00e9e. \u00ab Cela nous oblige \u00e0 rester vigilants. Nous devons rester pertinents en termes de go\u00fbt, d\u2019assortiment et de qualit\u00e9 \u00bb, explique Sarah De Bruyne, directrice marketing, qui a rejoint l\u2019entreprise il y a deux ans en provenance de L\u2019Or\u00e9al. \u00ab Les marques fortes sont le fil conducteur de ma carri\u00e8re. \u00bb<\/p>\n\n\n\n<p>Mais les marques de distributeur \u00e9voluent d\u00e9sormais vers de v\u00e9ritables marques de d\u00e9tail, et la pression promotionnelle en Belgique s\u2019est fortement accrue ces derni\u00e8res ann\u00e9es. \u00ab Nous ne nous lan\u00e7ons pas \u00e0 l\u2019aveuglette dans les offres du type 2+2 gratuits. Nous examinons l\u2019objectif de la promotion et ce que nous voulons en retirer. Les promotions sont addictives comme des drogues : une fois qu\u2019on commence, on a du mal \u00e0 s\u2019en passer. Ces op\u00e9rations cr\u00e9ent \u00e9galement un \u00e9norme effet de stockage. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Essor des saveurs ethniques<\/h2>\n\n\n\n<p>Le top 5 des sauces les plus populaires reste inchang\u00e9 depuis des ann\u00e9es en Belgique, avec en t\u00eate la \u00ab sauce m\u00e8re \u00bb, la mayonnaise aux \u0153ufs, suivie de la mayonnaise au citron (plus populaire aupr\u00e8s des femmes, apprend-on), de l\u2019andalouse, de la cocktail et de la tartare. Les saveurs plus relev\u00e9es comme la samoura\u00ef et l\u2019am\u00e9ricaine ont plus de succ\u00e8s en Wallonie.<\/p>\n\n\n\n<p>Le Belge moyen consomme pas moins de 1,4 kg de mayonnaise par an. Les Belges, \u00e0 la crois\u00e9e de diff\u00e9rentes cultures culinaires, ont une culture des sauces assez traditionnelle, avec les frites comme principal vecteur des sauces froides, mais se comportent aussi de mani\u00e8re assez anarchique, sans trop se soucier des r\u00e8gles gastronomiques. Pourtant, le march\u00e9 \u00e9volue, sous l\u2019impulsion de m\u00e9gatendances telles que la mondialisation et l\u2019immigration : les saveurs ethniques, qui re\u00e7oivent certes une interpr\u00e9tation belge, ont le vent en poupe.<\/p>\n\n\n\n<p>Parmi les innovations r\u00e9centes, on trouve par exemple la Chili Lime Mayo, la Harissa Mayo, la Sweet Chili ou la Hot Andalouse. \u00ab Tous les deux ans, nous lan\u00e7ons quelques \u00ab \u00e9ditions limit\u00e9es \u00bb et nous conservons les best-sellers. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">D\u00e9veloppement local<\/h2>\n\n\n\n<p>L\u2019ann\u00e9e derni\u00e8re, D&amp;L a lanc\u00e9 une mayonnaise v\u00e9g\u00e9tale. \u00ab Pas la premi\u00e8re, mais la plus savoureuse \u00bb, affirme De Bruyne. Sans \u0153ufs, mais avec un go\u00fbt cr\u00e9meux et une belle couleur. Elle a \u00e9t\u00e9 r\u00e9compens\u00e9e par le \u00ab Belgian Vegan Award for Best New Food Product 2025 \u00bb. Cette ann\u00e9e, les attentes sont grandes pour la mayonnaise \u00ab 1886 \u00bb, lanc\u00e9e \u00e0 l\u2019occasion du 140e anniversaire : une mayonnaise \u00ab \u00e0 l\u2019ancienne \u00bb aux graines de moutarde, pr\u00e9sent\u00e9e dans un joli pot en verre de 350 ml. \u00ab Nous l\u2019avions imagin\u00e9e comme une \u00e9dition limit\u00e9e, mais nous sommes tellement convaincus par son go\u00fbt qu\u2019elle va rester au catalogue. \u00bb Cette mayonnaise haut de gamme sera disponible en magasin \u00e0 partir de juin.<\/p>\n\n\n\n<p>Les nouvelles saveurs sont toutes d\u00e9velopp\u00e9es \u00e0 Puurs, sous la houlette de Francisco Garc\u00eda Mej\u00eda, responsable R&amp;D et passionn\u00e9 de sauces d\u2019origine guat\u00e9malt\u00e8que. \u00ab C\u2019est ce que j\u2019appr\u00e9cie vraiment ici : il me suffit de faire douze m\u00e8tres pour lui pr\u00e9senter une nouvelle id\u00e9e, que nous pouvons ensuite d\u00e9velopper et tester dans notre laboratoire de d\u00e9gustation, puis produire en usine une fois approuv\u00e9e. Il y a \u00e9norm\u00e9ment d\u2019exp\u00e9rience ici et tout le monde se montre tr\u00e8s impliqu\u00e9. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Campagne anniversaire<\/h2>\n\n\n\n<p>Outre le go\u00fbt, la coh\u00e9rence dans la communication est l\u2019un des facteurs de succ\u00e8s. Tout le monde reconna\u00eet les slogans \u00ab \u00c0 table ! \u00bb et \u00ab La voil\u00e0 ! \u00bb. La campagne avec les sketches humoristiques \u00ab Dis, Devos! Oui, Lemmens ? \u00bb, pleins de jeux de mots, est en cours depuis 1993. \u00ab Nous ne vendons pas des pots, nous vendons du bonheur en sauce \u00bb, explique De Bruyne. Cette ann\u00e9e, une campagne anniversaire est lanc\u00e9e sous la devise \u00ab Depuis 140 ans, la sensation gustative pour chaque g\u00e9n\u00e9ration \u00bb, avec une cagnotte de prix D&amp;L. La marque parcourt \u00e9galement le pays avec un food truck pour offrir des frites et de la sauce.<\/p>\n\n\n\n<p>Une toute nouvelle campagne est pr\u00e9vue pour les f\u00eates de fin d\u2019ann\u00e9e, car il s\u2019agit de la deuxi\u00e8me p\u00e9riode de forte activit\u00e9 sur ce march\u00e9 apr\u00e8s l\u2019\u00e9t\u00e9. Pour un fabricant de sauces, les pr\u00e9visions m\u00e9t\u00e9o sont tr\u00e8s importantes : le temps propice aux barbecues entra\u00eene une forte hausse des ventes. \u00ab Nous ne ma\u00eetrisons pas cette d\u00e9pendance \u00e0 la m\u00e9t\u00e9o. C\u2019est une arme \u00e0 double tranchant : en tant que leader du march\u00e9, on gagne le plus par beau temps, mais on perd aussi le plus par mauvais temps. \u00bb<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pistes de croissance<\/h2>\n\n\n\n<p>La vente au d\u00e9tail reste de loin le principal canal de distribution pour Devos &amp; Lemmens, mais la restauration hors domicile pr\u00e9sente encore un fort potentiel de croissance. L\u2019entreprise d\u00e9veloppe des formats et des concepts d\u2019emballage adapt\u00e9s, comme un flacon souple pratique qui permet aux employ\u00e9s des snack-bars de garnir plus facilement un sandwich.<\/p>\n\n\n\n<p>L\u2019\u00e9tranger est \u00e9galement attractif : \u00ab Nous sommes pr\u00e9sents avec quelques r\u00e9f\u00e9rences sur le march\u00e9 n\u00e9erlandais, o\u00f9 les saveurs sont un peu plus sucr\u00e9es, et en France, o\u00f9 l\u2019on tend davantage vers l\u2019acidul\u00e9. Nous esp\u00e9rons y conqu\u00e9rir une place gr\u00e2ce \u00e0 nos saveurs authentiques. \u00bb Les exportations sont encore tr\u00e8s limit\u00e9es pour l\u2019entreprise, qui a toutefois conclu un accord de coop\u00e9ration prometteur avec <strong>Migros<\/strong>, un groupe de supermarch\u00e9s comptant quelque 3 800 magasins dans le pays, lors de la r\u00e9cente mission commerciale en Turquie avec la reine Mathilde.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le leader incontest\u00e9 du march\u00e9 belge de la mayonnaise et des sauces continue de se d\u00e9velopper, m\u00eame apr\u00e8s 140 ans. Les go\u00fbts \u00e9voluent, mais les grands classiques restent, avec l&rsquo;humour comme ingr\u00e9dient indispensable. <\/p>\n","protected":false},"author":3,"featured_media":148536,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-gallery.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[43],"company":[1539,1538],"topic":[643,488],"region":[],"class_list":{"0":"post-148535","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-devos-lemmens","11":"company-gb-foods","12":"topic-interview","13":"topic-marketing"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Interview] \u00ab Nous ne vendons pas des pots, nous vendons du bonheur en sauce \u00bb (Sarah De Bruyne, Devos &amp; 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