Best Brand 2026: Interview Devos Lemmens

Devos Lemmens won the Best Brand Award for the category "Best Spreads, Sauces & Condiments"!

In a category where people are fiercely loyal, what do you think Devos Lemmens is really chosen for: taste, trust, or tradition and why?

It’s really a 3T story, because Trust + Taste = Tradition.

In a category where people are fiercely loyal, Devos Lemmens is ultimately chosen for its trusted taste. For more than 140 years, Belgians have relied on D&L’s sauce expertise, knowing they can count on the same quality and flavor every time. That consistent, trusted taste is what turns everyday moments into lasting traditions for many Belgian households.

Condiments are often the ‘small touch’, yet they can define a whole meal. What role do you want Devos Lemmens to play at the table: enhancer, comfort, or signature?

Condiments may be the “small touch”, but Devos & Lemmens transforms that “touch” into something bigger? For us, it’s not just about enhancing flavour, it’s about enhancing moments of togetherness.

Devos Lemmens is the sauce that brings people together. Whether it’s a cosy family dinner, a lively BBQ, or a spontaneous stop at the fry shop, our sauces don’t just elevate the meal with unmistakable Belgian taste, they elevate the total meal experience i.e the delicious “touch” that turns every bite into a shared moment.

If you could map your brand’s ‘Belgian-ness’, what are the three cues consumers recognize instantly before they even taste the product?

• Iconic distinctive branding:

  Our strong and distinctive brand assets are consistent at every touchpoint, from packaging and in‑store visibility to ATL communication. “Seg Devos, Ja Lemmens” and “Dis Devos, Oui Lemmens”: four words, one jingle, and within just two seconds the brand is instantly recognized. Our sonic branding, combined with the unmistakable Devos Lemmens characters and their consistently playful humor, has evolved into true brand icons.

• A product range that embodies Belgian taste:

  From beloved classics like our authentic mayonnaise to contemporary innovations such as our BBQ range, we offer a wide selection of high-quality products. There’s a Devos & Lemmens favorite for every Belgian palate.

• A deep Belgian heritage: 

  With 140years of history, we proudly produce for Belgians, by Belgians. Our expertise & know-how reflect the traditions & quality our consumers have trusted for generations.

Looking ahead: how do you innovate without breaking the emotional bond, what’s the fine line between ‘new’ and ‘not my Devos Lemmens’?

The line between “new” and “not my Devos Lemmens” is crossed when innovation alters the trusted taste or the role the brand plays in Belgian food moments. That’s why innovation should focus on relevance, new formats, occasions, or needs while the taste, craftsmanship, and visual cues remain familiar.

Take our latest limited BBQ flavours; Chili Lime Mayo, Harissa Mayo and Sweet Chili. At first glance, these three flavours may not feel like tradition, but they are built on a familiar base: the trusted Devos Lemmens and sauce expertise.

By combining well‑known quality and craftsmanship with contemporary flavour inspirations, we make innovation feel accessible and credible. New enough to excite, yet close enough to still feel like “my Devos Lemmens.”

Insights from Francesco Cacamese, Strategic Director at Serviceplan Group Belux

Devos & Lemmens represents authentic Belgian sauce and condiment craftsmanship that has earned its place in kitchens across generations. The brand's distinctive recipes and attention to flavor have made it the reference point in the category. Devos & Lemmens products enhance meals with authentic taste that consumers immediately recognize and appreciate. The brand's heritage as a Belgian institution creates emotional connection that extends beyond functional condiment use. For cooks who care about flavor and quality in their basic ingredients, Devos & Lemmens represents the choice to use products made with genuine expertise.