Famed Lille Bakery Shares Story Behind Its 'Gaufres' On International Waffle Day • FRANCE 24
Why It Matters
Mera’s global rollout turns a regional French specialty into an international luxury snack, boosting culinary tourism and reshaping the premium pastry market.
Key Takeaways
- •Mera bakery’s “gaufres” are hand‑filled, not puffier Belgian style
- •Originated 1849 by Jacques Mert, inspired by exotic spices
- •Bakery operates from historic Lille building, expanding to Paris
- •Plans global expansion, targeting Asia by year‑end this
- •Seasonal waffle flavors range from pistachio to chestnut
Summary
On International Waffle Day, France 24 highlighted the iconic “gaufres” of Lille’s historic bakery Mera, with International Development Director Gregory Pilgong explaining the pastry’s heritage and modern ambitions.
Founded in 1849 by Jacques Mert, the bakery distinguishes its waffles by a dense, hand‑filled dough rather than the airy Belgian style, offering flavors from classic vanilla to seasonal pistachio, raspberry, and chestnut. The shop resides in a protected 17th‑century building in Lille and recently opened a flagship in Paris, signaling a push toward broader markets.
Pilgong described the cooking process as “waffles that sing,” emphasizing the iron’s extreme heat and immediate sealing. He noted the brand’s careful partner selection for expansion, targeting Asia by year‑end while also courting the U.S., Middle East, and Europe.
The move underscores a growing appetite for premium, heritage‑driven pastries worldwide, positioning Mera to capitalize on culinary tourism and upscale snack trends beyond France.
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