Sicard Brioches: the authentic taste of holidays in the heart of South Vendée

While the Vendée region is renowned for its fine sandy beaches and the famous Puy du Fou theme park, it is equally prized for its culinary heritage. At the heart of this tradition, the Vendée brioche holds a special place, championed for over 50 years by the Sicard company. A true pillar of the Vendée way of life, the company transforms every gourmet break into an unforgettable moment of sharing.

Whether you are on holiday or just passing through, discover the history, specialties and secrets of this brioche maker who delights the taste buds of an entire department.

A family saga: from a small bakery to a Vendée flagship

The story of the Sicard company is one of a passion passed down and a bold vision. It all began in 1967, when Monique and Roger Sicard acquired a modest country bakery in Saint-Aubin-la-Plaine. This first step marked the beginning of an exceptional human adventure.

The year 1973 marked a turning point with the official creation of the company and the opening of its first flagship store in Saint-Jean-de-Beugné, on the old Route 137, a historic gateway for holidaymakers. From 1974 onwards, thanks to the acquisition of a tunnel oven, Sicard transformed the Vendée brioche into an everyday delight. The tradition then transcended Easter to grace the tables of gourmets throughout the year.

Over the decades, the company has grown. Under the leadership of their eldest daughter, Véronique Sicard, president since 2013, the group has modernized while remaining independent. In 2022, a major strategic decision was made: to refocus on its core business, brioche and brioche shops.
Today, with 180 employees and a network of 20 shops, Sicard remains a family business rooted in its territory, capable of producing 1,000,000 brioches per year while preserving tradition.

The secrets of authentic and delicious products to share

What makes a Sicard brioche so special? The answer lies in two words: a demanding approach to choosing ingredients and patience in respecting the production time.

Ingredients from the Greater West

Proximity is not just an empty word. The flour, fresh eggs, butter, and crème fraîche used in the recipes come exclusively from Western France. This local focus guarantees transparency about origin and supports the regional economy.

A patient, manual skill

Unlike mass-produced industrial products, Sicard brioches and brioches are the result of genuine brioche-making expertise :

• Each brioche is hand-braided, giving it that authentic look and stringy texture.
• Afterwards, We allow the dough time to rest in order to develop its aromas.
• The tunnel oven ensures slow cooking for perfect browning and incomparable softness.

A tour of France featuring Sicard specialties: which brioche to choose?

The Sicard range is an invitation to a sensory journey. Each product tells a part of the Vendée story.

The unmissable Sicard Vendée Brioche, certified

Instantly recognizable, it exudes a subtle aroma of vanilla and orange, enhanced by floral notes of rum inspired by the liqueur of the Chouans. Its airy crumb and the crunch provided by the sugar pearls make it the queen of breakfast.

The Vendée Gâche

For those seeking a richer, creamier texture, Gâche Vendéenne is a local specialty. It comes in an oval shape (known as "loaf-shaped") and is never braided.

Benefiting from a PGI (Protected Geographical Indication), it adheres to strict specifications that guarantee its authenticity. Its distinctive feature lies in the generous addition of fresh cream, which gives it a denser, tighter, and incredibly melt-in-your-mouth crumb.

Brioche Doughnuts

This is one of the house's gems! Unlike classic doughnuts, " beach doughnuts " are made from brioche dough, giving them an incomparably soft texture. Very generously sized, they come in several flavors (apple, chocolate, jam) and are the epitome of a holiday treat.

The Wedding Brioche

It's the symbol of Vendée festivities! Available in giant sizes ranging from 2.5 kg to 15 kg, it's the star of the " brioche dance " at weddings. Its round shape and irresistible softness create a true moment of communion and sharing.

Regional attractions of the Vendée

• La Fouasse : a dense and melting texture, between fresh cream and melted sugar pieces, enhanced by notes of caramel.
• Brioche Mouna : a sunny touch with orange and lemon zest, reminiscent of the flavors of the South.
• The Minute Cake : the savior of unexpected visitors! This traditional cake, with a long shelf life, comes in vanilla, lemon or chocolate flavors.
• The Vendée flan : a treasure of the Marais Breton Vendéen, this traditional flan is distinguished by its high and firm pastry crust filled with a generous egg mixture and flavored with cinnamon or vanilla.
• The préfou : the emblem of the Vendée aperitif! This lightly risen bread, generously filled with fresh garlic butter, is best enjoyed warm to reveal its full crispness and deliciousness.
• The Swiss Vendée : a comforting pastry with a soft crumb, filled with a smooth pastry cream and sprinkled with melting chocolate chips.
• Brioche tarts (sugar and chocolate) : a base of light brioche dough topped with a bed of crunchy sugar or intense chocolate, offering a perfect contrast between soft and crunchy.

A delicious break in-store: the "Briocherie" experience every day

Sicard bakeries are more than just shops; they are places for living and sharing. Designed to offer a warm welcome to everyone who walks through their doors, these spaces are distinguished by their convivial atmosphere. With around twenty shops, most open 7 days a week and offering extended opening hours, Sicard bakeries adapt to the rhythm of both vacationers and locals. Whether it's for a healthy breakfast, a balanced lunch break, or a delicious afternoon treat with the family, each bakery offers a welcoming setting where the aroma of freshly baked bread and brioche invites you to relax.

The new concept for Place Napoléon in La Roche-sur-Yon

It is in the heart of the Vendée prefecture that the brand unveils its new look. The boutique on Place Napoléon embodies the brand's modern vision : a Briocherie concept that elevates the flagship product of the house, the brioche in all its forms.

The space revolves around a unique " brioche counter," where the Vendée brioche is creatively reimagined. It's the perfect place to take a break and enjoy a coffee from Albert (a local roaster) accompanied by a melt-in-your-mouth Swiss brioche or a brioche tart.

Why choose Sicard during your stay in Vendée?

Stopping by Sicard means, above all, supporting a family-owned and independent company that, since 1973, has placed people and a passion for taste at the heart of its business. Their employees, committed and proud of their local region, have made it their daily mission to offer moments of pure delight to share.

Stepping through the door of one of their 20 brioche shops located in the South Vendée and La Roche-sur-Yon, you'll experience something truly authentic. Much more than just a bakery, discover over 50 years of history and expertise recognized by the IGP (Protected Geographical Indication) quality label.

Whether you are holidaymakers or locals, leave with the best of Vendée gastronomy : the promise of a warm welcome and the inimitable taste of a real product, born in the heart of the "brioche village".

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