Always promoting its dairy products, LA ROCHE AUX FEES became « the first French brand of fresh dairy products in the 60s » according to M. Watin-Augouard in his book The Trademarks Dictionary.

UNILEVER was interested in this independent brand, specifically in its positioning and its potential. LA ROCHE AUX FEES was bought by this international group in 1968. The brand got a boost both in sale distribution and in communication (TV, radio and press ads) for nearly two decades.

In 1986, LA ROCHE AUX FEES was acquired by NESTLE. LA ROCHE AUX FEES was pushed by the Swiss food group outside France (United Kingdom, Benelux, etc). NESTLE promoted this fresh dairy products brand mainly on TV but also on the radio, posters and in the press.

In 1990, NESTLE decided to make LA ROCHE AUX FEES disappear. Suddenly the customers could not find their fresh dairy products anymore.

But in 2000, LA ROCHE AUX FEES came back in France through market store chains (Auchan, Metro). A former subsidiary from NESTLE, CBSA, surprised by the positive nostalgia left by the brand (in a study made in 1998, 57% of French people remembered LA ROCHE AUX FEES), relaunched the brand. Financial difficulties forced CBSA to shut down operations in 2002. The ambitious relaunch of the brand in several food categories (dairy products, sweets and water) is not complete but LA ROCHE AUX FEES is still one the best French food brand available.

In 2009, LA ROCHE AUX FEES is ready for new ranges of dairy products: desserts, ice creams and fresh products.