Well known among Belgians, “Vrai Sirop de Liège” is now setting out to conquer Europe, starting with neighboring countries: the Netherlands, Germany, and France. Meet Siroperie Meurens.
Have you ever heard of Liège syrup? Made from pears, apples (65% fruit), and sugar (35%), “Vrai Sirop de Liège” has been produced by Siroperie Meurens for 125 years. An authentic and iconic product in Wallonia and Belgium, the company is now expanding into neighboring countries.
“For 125 years, the company has remained in the same family and has always operated from the same production site. In Belgium, studies show that 99% of people recognize our product just from the packaging. The product practically sells itself. It is also used in many culinary dishes, especially Liège-style meatballs and Flemish beef stew. Today, our challenge is to make our products known to a younger audience and beyond our borders,” explains Jurek Ciechanowski, Head of Business Development & Marketing at Siroperie Meurens.
That is why Siroperie Meurens has launched new “Squeeze” packaging, designed to modernize the way Liège syrup is consumed, along with apricot and raspberry variations.
Although the company will celebrate its 125th anniversary in 2027, it continues to modernize. Recently, Siroperie Meurens undertook expansion work to increase both production and storage capacity.
A company exporting its products worldwide
Through its ingredients division, Solufruit, Siroperie Meurens provides solutions for the food industry (B2B).
“We process dates, prunes, raisins, and figs into concentrated juices and purées adapted to a wide range of applications and functions: bakery, beverages, sauces, flavorings, cereal bars, and much more,” adds Jurek Ciechanowski.
While Liège syrup is sold 95% on the Belgian market and only 5% abroad, the proportions are very different for Solufruit products.
“For Solufruit, 95% of our business is export and 5% domestic. We meet global demand, whether in China, the United States, Singapore, and beyond,” he continues.
While Solufruit has already established itself internationally, Liège syrup is currently targeting neighboring markets: the Netherlands, Germany, and France.
“In the Netherlands, people mainly know beet-based syrup, so we have a great opportunity in that market. The German market is already familiar with Vrai Sirop de Liège because we were present there in the past. Our goal is therefore to regain our position there. And of course, we are not forgetting France. Vrai Sirop de Liège pairs perfectly with cheese, and everyone knows France is a country of cheese lovers. The potential there is therefore extremely important,” explains Jurek Ciechanowski.
How should Liège syrup be enjoyed?
If you are not familiar with Liège syrup, Jurek Ciechanowski shares a few ideas on how to taste it. “The most common way is with a piece of cheese on bread. But it can also be used in yogurt, on pancakes, ice cream, or waffles.”
Liège syrup is also used in savory recipes such as Liège-style meatballs or Flemish beef stew. It can also be incorporated into vinaigrettes. “At a barbecue, you can put Liège syrup on ribs to create caramelization.”
In short, Liège syrup can be enjoyed with almost anything, at any time of the day.
Isabelle Anneet (AWEX)
