Press release: Raffinerie Tirlemontoise proposes a new brand targeting the Maghreb-Arab community3 May 2018
Raffinerie Tirlemontoise is well-known in the sugar market for its two leading brands: the “T-brand” (“Tiense Suiker” (NL) or “Sucres de Tirlemont” (FR)) and the Candico brand, as well as a range of other popular products such as brown sugar, Harde Klontjes® [Hard Cubes] or candy sugar.
Innovation and durabilityThese are the driving forces of the company. At the same time, we also take the changing needs of our consumers into account. This is why the Raffinerie Tirlemontoise is launching a new range of products under the brand “Shukr”. This range specifically targets the Maghreb-Arab community.
After all, “Shukr” means “gratitude”or “recognition” in Arabic. Sugar also plays an important role in the Islamic cultural tradition: for example, while enjoying a daily cup of tea, during important occasions such as a wedding or birthday party, as well as during all kinds of joyful occasions when the table is richly filled with delicacies. Shukr wants to make such these traditional moments even more intense.
The first product of the Shukr brand is the “Lingo”: a large sugar stick made of four sugar lumps that is perfect for being used in the traditional recipe of mint tea. It's practical size and the fact that it can be divided into 4 pieces means you can put in as much or as little as you like. The sugar dissolves steadily but surely so the tea is perfectly sweetened.
You can watch an introduction movie about Shukr Lingo hereunder.
Our partners featured on the new packaging of the 1 kg Fine Sugar26 February 2019
The sugar we produce is extracted from locally grown sugar beets, by local farmers - something we're very proud of. The local aspect of our sugar production and the long-lasting partnership we've entertained with the beet farmers are well deserving of some dedicated attention. Therefore, we decided to renew the packaging of the 1kg Fine Sugar.