Why is Chico becoming Happy Chicory?

Hello, loyal chicory lovers!

We have a little news to announce: Chico is changing its name and officially becoming Happy Chicory.

A small administrative detour (but a great opportunity!)

To be completely transparent with you: this change was imposed on us by Trademarks Canada. It turns out that a small company in Western Canada was already registered under a similar name in the chicory category. The result? Our application for "Chico" was rejected.

At first, we won't lie, it stung a little. But as they say: when one door closes, a window opens!

Happy Chicory: a name that reflects us even better

This change forced us to think strategically, and ultimately, we realized that Happy Chicory captures even better what we want to convey.

First, it stays in the same vibe: retro, colorful, joyful. We wanted to keep that 50s-60s energy, that feel-good atmosphere that puts you in a good mood first thing in the morning. Happy Chicory is exactly that: a little boost of happiness in your cup.

Then, from a strategic point of view, the name is clearer for our English-speaking customers. We are a Quebec company and proud of it, but we sell all over Canada. Having "Chicory" directly in the name makes it easier for everyone to understand, from coast to coast.

Same product, same mission, new label

Don't worry: nothing changes in your bag. Same delicious recipe and same commitment to quality. Just a new look on the packaging.

Thank you for continuing to follow us on this new adventure. We're still the same, just a little more happy! :)

Aloïs