'189 Harwood by Première Moisson' line of gourmet offerings debuts in grocery stores

Mini viennoiseries promise melt-in-the-mouth pleasure!

MONTREAL, Oct. 10, 2013 /CNW Telbec/ - Première Moisson announces the launch of the company's '189 Harwood' line, a new gourmet label developed especially for grocery and super store consumers keen on treating themselves daily with simply, easy to prepare speciality products.

To mark the launch of this new line of gourmet fineries, Première Moisson has innovated by developing croissants, chocolate croissants and raisin brioches which consumers can take out of the freezer and place directly in the oven with no proofing1. These mini viennoiseries, ready in 30 minutes or less, provide a maximum of pleasure and are guaranteed to fill the house with the irresistible aroma of fresh baked pastries!

189 Harwood: The new face of Première Moisson in grocery and super stores

The '189 Harwood' line, a call back to the address of the first bakery and group head office in Vaudreuil-Dorion, marks an important step in the history of Première Moisson. With the acquisition in 2011 of a new production facility at Baie-D'Urfé, the company garnered means consistent with corporate ambitions to pursue development in the distribution sector and to satisfy ever increasing demand. "We are justifiably proud of our inaugural '189 Harwood' brand offerings which necessitated two years of unstinted efforts by our teams and a healthy dose innovation," underscored Josée Fiset, General Manager, Retail Network and company spokesperson. "The challenge for Première Moisson was to develop perfect pastries ready in no time for our grocery and super store customers. Mission accomplished!"

"Our viennoiseries, made with the finest natural ingredients, are unrivalled from the standpoint of taste experience and can be prepared quickly at any time of day," stated Isabelle Marquis, Marketing Director, Retail and Food Service.

The '189 Harwood' line of viennoiseries is attractively packaged and can be found from today in the frozen baked goods section of Metro stores across Québec. The line will be expanded over time to include new bakery offerings.

Mini viennoiseries: convenient, natural and decidedly delicious!

Ready in 30 minutes or less and great for breakfast or snacking, all '189 Harwood by Première Moisson' viennoiseries are made with the finest natural ingredients: untreated, unbleached flour and premium quality unsalted butter. The result is a signature blend of flakiness on the outside, melt-in-your-mouth goodness on the inside and overall exceptional taste!

Mini croissants
Flaky on the outside and meltingly soft on the inside, they are the perfect accompaniment for any gourmet-style breakfast. Enjoy plain or with your favourite jam. Suggested retail price: $4.69 for a box of 10.

Mini chocolate croissants
Golden and flaky on the outside, our mini chocolate croissants feature a generous dark chocolate filling. Certain to delight pastry aficionados of all ages! Suggested retail price: $5.19 for a box of 8.

Mini raisin brioches
Made using the mini croissant dough, our mini raisin brioches feature a pastry cream filling flavoured with vanilla and amber rum. This in-house recipe, developed by our pastry chefs, is nothing short of decadent! Suggested retail price: $5.19 for a box of 8.

A short of history of the '189 Harwood' line 

In 1992, the Colpron-Fiset family acquired an ancestral property located at 189 Harwood Boulevard in Vaudreuil-Dorion where they opened their first bakery. The house seemed predestined for its new vocation as the owners came across an old bread bin in the attic.

It was in this community steeped in agricultural tradition that took root the values of freshness, quality and authenticity which have become the hallmarks of the Première Moisson brand. Almost twenty-five years on, the company remains profoundly attached to the location where it all began, a location which today houses the company's principal bakery. With the new '189 Harwood' line, Première Moisson seeks to reassert the company's aim to pursue development while remaining loyal to its founding principles of ongoing innovation and pleasantly surprising variations on traditional themes.

About Première Moisson

Première Moisson is a Québec company specializing in the production and sale of healthful products prepared in keeping with authentic, time-honoured bakery, charcuterie, pastry-making and gourmet specialty traditions. The company focuses on a signature blend of freshness, quality and authenticity which has earned Première Moisson an enviable reputation.

Wheat flours used by Première Moisson are unbleached, free of chemical pesticides and developed from an exceptional mélange of proprietary wheat strains grown by Québec farmers, and based on input and expertise from Les Moulins de Soulanges. These exclusive Première Moisson flour blends are the result of an integrated farming approach which employs a variety of innovative, common sense, whole farm management techniques designed to preserve the environment.

Founded in 1992, Première Moisson operates 22 bakeries in the Greater Montréal area and since, September 2012, a location in the Social Sciences Pavilion of the University of Ottawa. The company also markets various bakery products through major grocery chains in Québec and Ontario. In October 2013, Première Moisson introduced the '189 Harwood' line of three gourmet favourites - croissants, chocolate croissants and raisin brioches - available at Metro stores across Québec.

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1 The process of heating dough (for instance, by covering it with a warm and humid cloth) to make it rise.

Image with caption: "189 Harwood is a line of gourmet products prepared by Première Moisson. The new gourmet label is intended specifically for grocery and super store consumers, with the name a call back to the address of the first company bakery and group head office in Vaudreuil-Dorion. (CNW Group/PREMIERE MOISSON)". Image available at: http://photos.newswire.ca/images/download/20131010_C8996_PHOTO_EN_31951.jpg

SOURCE: PREMIERE MOISSON

For further information:

Kilicom Public Relations

Stéphanie Quirion
514 845-8222, extension 223
squirion@kilicom.com

Marie-Josée Gauvin
514 845-8222, extension 222
mjgauvin@kilicom.com

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