French Yeast Giant’s Ethiopian Subsidiary Launches App for Bakers

The Ethiopian subsidiary of Lesaffre, the French multinational widely known as the world’s largest yeast producer, has launched a mobile application featuring an AI assistant designed to provide technical support, product information, and training resources for bakeries.

Unveiled on Thursday at the Marriott International Hotel, the app, Lesaffre & Me, allows users to access the company’s full product catalog with technical data sheets and explore recipes for bread, pastries, and pizza. It also includes “Dr. Bread,” an AI-assisted tool that helps troubleshoot baking issues based on ingredients, processes, and production conditions.

Mohamed Anis, Middle East and East Africa Marketing Manager for Lesaffre, told Shega that the company customized the global version of the app for Ethiopia to make technical support and reliable product information more accessible to local bakers.

Lesaffre Ethiopia also raised concerns about counterfeit yeast products in the local market, particularly imitations of its Saf-instant brand. Alongside safety risks, the company warned that bakeries may face financial losses from inconsistent fermentation and dough failure when using counterfeit products.

Ethiopia's baking sector, heavily reliant on imported wheat, faces vulnerabilities from supply disruptions that can ripple into ingredient shortages and inconsistent dough quality, making reliable inputs like premium yeast all the more critical. Lesaffre Ethiopia was established in 2021 through a joint venture with Tracon Trading, looking to produce Saf yeast locally and deliver a stable supply amid these headwinds.

The new mobile platform currently operates in English, with an Amharic version planned for release in the coming weeks. It is available for Android users, with an iOS version under development.

The app offers masterclasses, industry updates, and a loyalty program that rewards purchases of genuine products, creating a centralized hub for product information, practical guidance, and skill development.

Globally, Lesaffre operates in more than 55 countries, with its products distributed in 180 markets and supported by production, R&D, and training services for both industrial and craft bakers.