New Branding for Fromager Guilloteau’s Top-Selling Cheese, Fromager d’Affinois

Fromager d'Affinois
France’s finest specialty cheese producer is a favorite amongst cheese-lovers due to a unique cheesemaking process producing ultra-creamy, double- and triple-cream cheeses

Fromagerie Guilloteau, one of France’s finest specialty cheese producers, is pleased to announce it has recently re-designed and introduced a new label for its top-selling cheese line — Fromager d’Affinois — to the consumer market. The company, renowned for having pioneered the use of ultrafiltration in cheesemaking, an ingenious process which retains a higher concentration of nutrients and ensures creamier and richer cheeses, has made Fromagerie Guilloteau one of the most-desired cheese brands in Europe, America, and beyond.

“The new look for Fromager d’Affinois reflects our desire to ensure long-lasting success for the brand and its products, and to harmonize the brand identity within our range of products,” states Pierre Stéphane Leyrat, Vice President of Marketing and Sales for Fromagerie Guilloteau. “We felt it was time to modernize the look of the brand, while retaining the core visual components which are easily recognizable to American consumers.”

Some of the new components introduced to the logo include: a round line (characteristics of the round and soft taste of the products); a simple, natural, slate color; a smile reminiscent of a friendly brand; and a pointed shape similar to the shape of a piece of cheese.

Old Logo
New Logo


In addition, the overall appearance of the packaging has been updated as well, for a cleaner, less cluttered look.

Old Packaging
New Packaging

​​​​The History of Fromagerie Guilloteau

The Fromagerie Guilloteau story began in 1981, in the small town of Pélussin in the Rhône-Alpes region, with a creative innovation by cheese-lover Jean-Claude Guilloteau. In a small workshop, Mr. Guilloteau made the first of a long-line of cheeses: Pavé Dauphinois. This original cheese was distinguished by its unique cube-like shape, thin white rind, inimitable taste, and melt-in-your-mouth texture. It was with the Pavé Dauphinois that a unique cheesemaking process developed by Guilloteau was born.

Spurred by success and demand for Pavé Dauphinois, both in Europe and abroad, Fromagerie Guilloteau opened in Pélussin, France in 1983. At this time, the original Pavé Dauphinois became what is now Fromagerie Guilloteau’s top-selling cheese, Pavé d’Affinois. In 1989, a second dairy was purchased in Belley, France.

In 1995, to keep up with international consumer demand, Fromagerie Guilloteau introduced Fromager d’Affinois, a 2kg cheese round with a unique mild flavor and creamy texture. Its debut into the marketplace was well-received, and lead to the cheese being produced in a number of flavors – including Garlic & Mixed Herbs; Olive; Truffle; and Pepper – and a variety of sizes, including mini cheeses and smaller rounds.

Today, Fromagerie Guilloteau works in partnership with dozens of local milk producers to produce a variety of cheeses. A company employee is specifically assigned to assist and guide each select partner, and regularly visits each milk producer in an effort to constantly improve upon the quality of the milk needed to make their superior range of cheese products.

Fromagerie Guilloteau Cheeses

Fromagerie Guilloteau produces a selection of different cheeses to satisfy every palate. Made from cow’s milk, goat’s milk, and sheep’s milk, Fromagerie Guilloteau cheeses are hand-crafted in variety of sizes, including minis (ideal for packing in lunches and taking on-the-go); larger cheeses for slicing and serving; and rounds and cubes perfect for hosting parties and entertaining. Below is a sampling of some of the more popular and renowned cheeses that Fromagerie Guilloteau produces:

  • Fromager d’Affinois — As the top-selling cheese for Fromagerie Guilloteau, this smooth double cream cheese expresses the cheesemaker’s expertise and delicacy in the cheese maturing process. In addition to the original Fromager d’Affinois, this cheese also comes in flavors of Garlic & Mixed Herbs, Olive, Truffle, and Pepper. The high fat-content of this cheese positions it halfway between a traditional Brie and a triple-cream cheese. Its bloomy white rind surrounds a seductively soft interior and its mild & buttery flavor features a hint of sweetness.
  • Petit d’Affinois plain — The smaller version of Fromager d’Affinois, this cheese has all the same qualities of its big brother; however comes in a small bite-sized square, and is perfect for snacking.
  • Fromager d’Affinois Bleu — This cheese combines the tang of blue cheese with the smoothness of the Fromager d’Affinois. Its mild edible rind surrounds a delicious yellow paste that is speckled with beautiful blue veins. Its luscious velvety texture is similar to buttercream icing — soft and easily spreadable.
  • Fromager d’Affinois Florette — A one hundred percent goat’s milk specialty cheese with a mild and smooth flavor and an original shape that sets it apart from other goat’s cheeses.
  • Fromager d’Affinois Brebicet — Another specialty cheese made exclusively with sheep’s milk. This cheese is exceptionally soft in comparison to most sheep’s milk cheeses.
  • Fromager d’Affinois Campagnier — This orange-tinted, rind-washed cheese gets its color from annatto — a plant indigenous to South America. This “country” Fromager unveils a creamy texture combined with subtle and fruity flavors.
  • Saint Angel — Soft and mild, this triple cream cheese is distinguished by its delicate creamy taste. Its thin white rind envelops an incomparable melt-in-your-mouth texture. As it matures, its taste develops and its texture becomes creamier. Saint Angel has a delicate, bloomy white rind with a hint of mushroom-like flavor that becomes richer with age. Its interior pâte is rich and luscious, with the delicate taste of sweet cream.
  • Saint Géric — This small square cheese is equivalent to the Saint Angel in a Blue version: a triple-cream blue cheese, delicate and creamy, and mild in taste.

Fromagerie Guilloteau Milk Producers & Herds

Fromagerie Guilloteau works with over 100 local milk producers, most with an average herd of around 50 cows. Fromagerie Guilloteau collects nearly 25 million liters of milk per year from Montbéliardes and Prim’Holstein Montbéliardes breeds, found mostly in mountainous regions of France. Both of these breeds are known to produce high-quality milk, particularly rich in proteins, which makes for the smooth, creamy, textured cheese Fromagerie Guilloteau has become known for.

Fromagerie Guilloteau takes special care in its region, inhabitants and environment. Since its inception,it has significantly contributed to its local economy and most recently has created more than 200 jobs for individuals in the Rhône-Alpes region. Through its close-knit relationships with its farmers, Fromagerie Guilloteau helps to preserve farming in these various regions, thanks to the income farmers receive from their milk.

For information on Fromagerie Guilloteau and its cheeses, please visit:

About Fromagerie Guilloteau
Fromagerie Guilloteau is a family-owned business with two production sites located in the southeast part of France, near the Alps. Fromagerie Guilloteau was created in 1981 with the production of the first Pavé d’Affinois cheese, using ultra-filtration methods. This process retains all the nutrients of the milk in the cheese, which gives a unique taste and texture to the cheese.

You can find these cheeses in many stores throughout the United States, from Whole Foods to specialty cheese shops.

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[Images courtesy of Fromagerie Guilloteau]

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