Let’s have a chat about LU with Fred Sirieix
TV presenter Fred Sirieix talks all things LU – from his childhood memories of the biscuits to his favourite ways to enjoy them
You may know him as a well-loved TV personality, but Fred Sirieix is also a proud ambassador for LU biscuits. Long before he was a maître d’hôtel or public figure, Fred grew up in Limoges, France – and he has very fond memories of enjoying LU biscuits as a child. Here, he shares some of those moments, along with a few other things he loves about LU and life in France.
Can you share some of your earliest memories of LU?
My mum used to buy LU biscuits when I was a little boy. In our house, we had a cupboard under the stairs, and inside there was a cardboard box filled with all the LU biscuits that my mum bought. She used to do her shopping on Friday, and over the weekend, my brother and I would often sneak in and take a couple. In our eyes, they were there to be eaten, and we didn’t want to save any for a rainy day. We wanted to eat them because we loved them.
How would you describe the texture and taste of the four original biscuits?
Well, there’s Le Petit Biscotte, which is lovely and crunchy, with a really well-balanced cinnamon flavour. Then Le Petit Chocolat is a beautiful combination of biscuit and chocolate – and I must say there’s plenty of chocolate there, which I love. Le Petit Beurre is the perfect butter biscuit, so it’s really rich in salted butter. And finally, Le Petit Citron is very moist and delicate like a madeleine, but full of lemon flavour.
Which one do you like best and why?
My favourite is Le Petit Chocolat, as I love the chocolate layer and it’s the one I had most growing up. In France, it’s called Le Petit Ecolier, and all too often I make the mistake of calling it the French name. It translates to ‘Little Schoolboy’, in reference to the design that’s moulded into the chocolate.
What do you like most about the new Le Petit Ganache?
For me, the best thing about Le Petit Ganache is the chocolatey centre, because it's soft and gooey and really oozes out. Plus, when you mix the filling with the butter biscuit around the edge, it’s a great combination. Really, really delicious.
Who's your favourite person to share your LU biscuits with?
I have to say I eat them a lot by myself (laughs). Whenever I have the opportunity to take a bit of time out in the afternoon, I love to have a cup of tea or coffee with some LU biscuits for dunking.
Are there any other parts of your life in France you wish you could bring here to the UK?
There’s a part of France that I really love, called the Lot region. I have lovely memories of towns like Souillac and Gramat, because my catering college was around there. If I could bring that whole region and its gastronomy here, I would. It’s well known for its duck dishes, including a very famous dish called pomme de terre sarladaises, which is potatoes cooked in duck fat – and it’s just to die for.
Why do you think France has become so synonymous with passion?
It’s who we are. In France, you wear your heart on your sleeve, and you dare to do things, or just to be. I think that's what passion is all about, you know? It's about being who you are and believing passionately in what you do. And of course, Paris is very sexy. It’s the sexiest city in the world.
Can you think of any ways Brits could bring a bit more Frenchness into their lives?
By saying ‘no’. The English are very diplomatic. Some people might consider it rude, but in France you can say ‘oui’ or ‘non’. It’s either black or white. The Brits are more in the middle – they like to make everybody happy! (laughs)
Are there any other French food traditions you particularly enjoy?
When I was little, I used to love ‘le quatre-heures’. Translated directly, it means ‘four o’clock’ but basically, it’s like teatime. So, when you come home from school, you have your quatre-heures, which is a glass of milk and a biscuit for dunking. It’s a great memory for me, and when my kids were small, I used to sit them down after school and give them their quatre-heures too.
What do you love most about being a LU ambassador?
When I started to work with LU biscuits, it was a dream come true, so to speak, because I grew up with them. My mum was buying them before I was even born. To be an ambassador, you need to believe in the product. In fact, not even just believe in it, but really love it. And if there were 200 biscuits in front of me, I would go for the LU biscuits any day.
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