Le Fumoir is proud to share that our new packaging announcement has been featured by Hotel & Catering, marking an important moment for the brand as we prepare to launch our refreshed look on 13 July.
This announcement represents more than a packaging update. It marks a new chapter for Le Fumoir, alongside the transition of our parent company from Bassili Co. to Bassili & Sons. We are grateful to Hotel & Catering for sharing this milestone and helping tell the story behind a change that reflects our heritage, our family values and the future we are building.
For Le Fumoir, the launch of our new packaging is a meaningful step forward. Founded by Joe Bassili and carried forward today by Jason Bassili, the brand has always been rooted in craftsmanship, tradition and care. From the earliest days of the smokehouse to our presence across the UAE today, Le Fumoir has remained committed to producing premium smoked salmon with patience, precision and respect for the product.
The updated packaging has been created to better reflect the quality inside. Known for hand-sliced craftsmanship, premium smoked salmon and a long-standing reputation across the UAE, Le Fumoir needed a design that felt aligned with the standards the brand has built over the years. The new look is clean, elevated and refined, while still staying true to the family identity behind the name.
Launching on 13 July, the Le Fumoir new packaging will begin appearing across our product range, giving customers a refreshed experience from the moment they see the product to the moment they serve it. Whether discovered online, selected in supermarkets or enjoyed at home, the packaging has been designed to feel premium, recognisable and true to the Le Fumoir story.
This moment also marks the transition of our parent company from Bassili Co. to Bassili & Sons. The new name reflects the family foundation at the heart of the business. What began with Joe Bassili’s passion for smoked salmon has grown into a wider family-led company, with the next generation continuing to build on the same values of quality, consistency and craft.
The name Bassili & Sons carries that legacy clearly. It speaks to where the business began, but also to where it is going. It represents continuity, family and the passing down of knowledge from one generation to the next.
JASON BASSILI“The new Le Fumoir packaging reflects the same values that built the brand - family, craftsmanship, quality and a commitment to doing things properly.”
Over the years, Le Fumoir has become known for its careful approach to smoked salmon, from sourcing and smoking to slicing and packing. Every stage of the process is built around attention to detail. The new packaging was created with the same mindset, ensuring that the outside of the product reflects the quality, care and heritage behind it.
For customers who already know Le Fumoir, the change brings a fresh new look to a product they trust. For those discovering the brand for the first time, the new packaging offers a clearer introduction to what Le Fumoir stands for: premium salmon, family craftsmanship and a deep respect for tradition.
Being featured by Hotel & Catering makes this announcement even more special. As a respected voice in the hospitality and food industry, their support helps share this milestone with a wider audience across the region. We are thankful for the feature and proud to mark this next stage of our journey through their platform.
As Le Fumoir moves forward under Bassili & Sons, this launch marks an exciting step for the brand. It is a celebration of where the company came from, the family behind it and the future it continues to build.
The new packaging launches on 13 July, bringing a refined new identity to Le Fumoir while honouring the legacy that made the brand what it is today.
You can find Le Fumoir products online here and in UAE’s local supermarkets (Waitrose, Spinneys, Carrefour, Choitram, etc.).
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View our homemade recipes for the best ways to use Le Fumoir Smoked Salmon here.
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