L’Osti d’Français change pour un nom «plus chic» – Le Soleil

Sébastien Romagny, the founder of a butter shortbread cookie business based in the Montcalm neighborhood of Québec, has rebranded his company from L’Osti d’Français to Monsieur Sablé.

The decision to change the name follows the growth of the company, which was founded in 2019. According to reporting by Le Soleil on May 19, 2026, the rebranding is intended to make the business more chic and better suited for expansion into new markets.

Romagny, an expatriate from Europe, indicated that the original branding was highly effective at a local level but presented challenges as the company sought to grow. He noted that when attempting to secure partnerships with grocery stores and merchants in English-speaking provinces outside of Québec, it became clear that a name change was necessary to be better understood by a broader audience.

For a company, changing names is really what you don’t want to do, because it forces us to rebuild everything. It’s always a very difficult decision to make.

Sébastien Romagny

The transition to Monsieur Sablé is part of a strategy to simplify the brand while maintaining the original personality and humor of the business. Romagny stated that the goal was to see bigger while retaining the company’s specific way of doing things.

The rebranding process was not immediate. In early 2025, Romagny shared his desire on social media to renew the funny name of the business. However, he delayed the change after receiving a wave of love from his customer base, which convinced him to keep the original name for a longer period before finally committing to the change in May 2026.

The business has seen significant sales growth driven by the popularity of specific products. The company is known for its resurrected Papineau and Coco au lait biscuits.

As the company moves forward under the name Monsieur Sablé, it aims to leverage its established local success to penetrate English-speaking markets where the previous name was less exportable.