LU Prince de LU Goût Tout Choco

Prince is one of the most iconic biscuit brands in France, originally created by the Belgian chocolatier and baker Edouard de Beukelaer in Antwerp in 1889. The brand was named ‘Prince’ in honor of the Prince of Belgium. Over the decades, it became a staple of French tea-time and snack culture through its association with LU (Lefèvre-Utile).

Today, LU and the Prince brand are part of the Mondelēz International portfolio. While the brand has Belgian roots and a strong French identity, manufacturing occurs in various European factories, notably in Vervins, France, which is the primary site for Prince production. The ultimate ownership lies with the American multinational food conglomerate Mondelēz International.