Luxemburg. Lët’z Kola, the cola made in Luxembourg, arrives on the market
After the Lorraine Cola or the Vosges Cola, here is the Lët’z Kola, cola “made in” Luxembourg made and bottled in the Grand Duchy.
A local and circular economy project
Luxembourg is now his cola. Lët’z Kola and Lët’z Limo (in orange or lemon lemonade version, editor’s note) is above all a local and circular economy project, produced in Wiltz. Georges Eischen, associate manager of La Provençale (Luxembourg Rungis) since 2012 , has been working for several years on the idea of developing a 100% local range. “The Lët’z range has already existed since 2018 with fries and crisps”, recalls the son of one of the founders of La Provençale. “It was while looking at a section of ‘soft drinks’ in a supermarket that I realized that there were none made in Luxembourg”. The idea matures and if it is buried several times, ends up materializing with the entry into the loop of the Brasserie Simon which has invested 1.5 million euros in the creation of new bottling lines.
A natural product reduced in sugar
Georges Eischen wants to stand out from the industrial competition. For this, he wants to develop a soda based on natural products, without coloring, without artificial flavors and without preservatives. “We blind-tested everything on the market with a taste specialist,” says the manager of The Provencal. Its specifications provide in particular that the cola must be less caloric. “We mixed the sugar with stevia, a sweetener of natural origin, to obtain a low-sugar drink (-37%). As for our orange and lime versions (Lët’z Limo), they contain 8 and 12% fruit respectively”.
A strong identity
Lët’z Kola is only marketed in returnable glass bottles in a desire for sustainable development. Used bottles are washed and reused. The product with a unique taste and composition had to release a strong identity represented by a revisited and stylized Roude Leiw (the red lion, symbol of the identity of the Luxembourg people, editor’s note). But the reference to the Grand Duchy does not stop there since on the label we can see the emblematic buildings and monuments of the country: the Gëlle Fra, the Pont Rouge, the Philharmonic, the basilica of Echternarch or the castle from Vianden.
A wider distribution
Lët’z Kola and Lët’z Limo drinks are distributed in Luxembourg in supermarkets but also at retailers, in certain cafes and restaurants. Georges Eichen’s ambition, in the short term, is to extend distribution to the entire Greater Region. “We already have requests outside the borders,” confirms the boss of La Provençale.