Profile: Anything goes at Monin

Bourges in France has many things to be proud of. For example, residents of the medieval town, which was the French capital in times gone by, like to...

Bourges in France has many things to be proud of. For example, residents of the medieval town, which was the French capital in times gone by, like to point out that their cathedral was designed by the brother of the bloke who did Notre Dame in Paris.

It would clearly be churlish to suggest that this is a bit like having a violin made by Stradivarius' brother, or a nice painting of a sunflower knocked out by the lesser-known Barry Van Gogh.

The fact is, the cathedral in Bourges has done a sterling job for centuries, and is not the only long-running family affair to have put the town on the map.

Almost a century ago, Georges Monin set up shop in Bourges, initially making flavoured liqueurs. The company soon expanded into making its iconic flavoured syrups, made using premium sugar and natural flavours.

These were initially promoted as a soft drink when mixed with soda water, but have become established as a versatile way to add flavour to cocktails, used in bars worldwide.

The business passed into the stewardship of Georges' son Paul and then on to the current president, Olivier Monin, grandson of the company founder.

"We don't sell syrups, we sell solutions," says Olivier. "We come up with ideas and recipes that help operators serve great products."

As a result, the range of blue-chip names that Monin works with around the world is impressive, including Pizza Hut, TGI Friday's, Disney, Haagen Dazs and Club Med.

However, even this list is eclipsed by the list of flavours the Monin syrups range encompasses.

The product portfolio has expanded across the years, and the classic syrups range now stands at around 115 varieties and well over 300 recipes - thanks to different regulations on what can or can't be used as ingredients around the world, as well as varying local tastes.

Alongside flavours most us might hazard a guess at, such as strawberry, vanilla and chocolate, are varieties such as cucumber, green banana, violet, rose, fig and chai tea - the list goes on.

In the UK, the range is imported and distributed by Kent-based food and drink specialist Bennett Opie, and has become familiar through its link with Costa Coffee. The Whitbread-owned café chain offers Monin flavours such as hazelnut and caramel to flavour coffees.

As the importance of coffee grows in the pub trade, this is one area where Monin believes it can support the trade.

The job of tailoring Monin's products to different local markets falls to Alexandre Lapierre, the company's beverage chef - already familiar to many operators through his appearances at events in the UK such as the Bar Show.

Sitting with Alex in his 'lab', the bar at Monin's head office in Bourges, it quickly becomes apparent just how versatile the Monin range can be in the hands of an expert.

I mention the popularity of Pimm's as a summer drink in the UK, and with seconds a version using the cucumber syrup is served up - something pubs caught out by an unexpectedly warm day might want to consider having in reserve.

When I point out to Alex that the best-selling pub dessert is apple pie or crumble, he goes into action immediately. Moments later, an apple-and-cream flavoured coffee sprinkled with caramel is put in front of me.

While an average pub may not have access to Alex's expertise, stocking a selected range of the syrups offers the chance to offer flavoured coffees, and using a blender and crushed ice, smoothies and slush drinks as well a flavours for cocktails.

"You can create a wide range of drinks in a few moments," says Alex. "For pubs, that's a chance to attract new customers and change the offer at different times of the day."

Le Piet à Terre

Alongside Monin's standing in the drinks arena, the use of flavoured syrups is starting to make people sit up in culinary circles. This is thanks to the relationship the brand has established with Michelin-starred chef Thierry Finet.

Finet has gradually moved the menu at his restaurant in Bourges, Le Piet à Terre, to create an offer built round the use of Monin's range of syrups. Instead of conventional seasoning, Finet has developed a repertoire of dishes which are cooked using the intense flavours of the syrups.

"I put my feelings and all my passion into what I create," he says."Above all, in each of my recipes, I look for simplicity." In developing a dish, Finet aims to capture current flavour trends, as well as using fresh ingredients according to availability.

Monin flavours such as ginger, lime, tomato and cinnamon are among the many which Finet uses to create soups, meat, fish and vegetable dishes.

When eating at Le Piet à Terre, it is the intensity of the flavours that comes across. The sweetness of the syrups is countered by the cooking process, which leaves an intense flavour 'hit'.

Between courses, sorbets combining sweet flavours such as red berry with savoury tastes of beetroot or tomato also highlight the strength of flavour which has become Finet's signature.

The restaurant is also piloting a range of branded culinary aids which combine Monin syrups with ingredients such as balsamic vinegar. Olivier Monin says: "Since we've been working closely with restaurants for more than 90 years, the transition from the bar to the kitchen was quite natural.

"In Finet, we've found the chef who understands the advantages of using gourmet flavouring syrups in cooking and not only in toppings."

Getting fruity

The Monin range continues to expand, with the most recent product launch being Le Fruit de Monin. The range of high quality fruit purées can be used in smoothies, milkshakes, desserts and hot drinks.

The purées are available in seven different flavours - strawberry, raspberry, red berries, peach, mango, passion fruit and banana - using a minimum of 50 per cent whole fruits.

Monin's drinks expert Alexandre Lapierre says: "Monin fruit purées give pubs a wealth of opportunity when developing new seasonal menus or signature drinks. As well as being versatile enough to use in both hot and cold drinks, they are easy-to-use and cost-effective.

"The purées are highly concentrated, so a little goes a long way and there is no need to add sugar."