Le Creuset forced to confirm how you're supposed to pronounce name of cult cookware brand

Le Creuset, the fancy cookware brand beloved by celebrities and chefs alike, including Stanley Tucci and Gwyneth Paltrow, is apparently so sick of fans miscalling it ‘Le Croissant’ that it’s shared a handy, no-fuss pronunciation guide.

You may not be aware, but you’ve probably been saying some of your favourite brands wrong this whole time.

For instance, Waitrose recently revealed that the majority of its fanbase has been referring to it incorrectly for years.

Another is Le Creuset, a name which derives from the French term for ‘crucible’ or ‘cauldron’.

“A crucible is typically a ceramic or metal container in which chemical compounds or metals are subjected to extremely high temperatures and eventually melted,” the company website reads.

“This vessel is used to craft Le Creuset’s iconic products, providing the ideal environment for premium materials to be melted down.”

Le Creuset is tired of people calling it by the wrong name (Le Creuset)

While traditional creusets have typically been crafted with clay in the past, the French-Belgian brand chooses to make their technicolour pots from cast-iron.

But the inspiration behind the cookware is not what most fans of the brand struggle with.

According to Le Creuset itself, it’s actually the name that people continue to mispronounce.

And apparently, the company is ready to put an end to any more confusion.

Guide to pronouncing Le Creuset

Posting on Facebook on 21 July, the brand made a cheeky statement to correct people's pronunciation.

This is despite it being on the market since 1925.

"Consider this your official French pronunciation lesson. Did you already know how to pronounce Le Creuset?,” the post said.

"It's Luh-Cru-Say NOT Le Crew-set, Le Cruise-ay, La Cruss-et, Le Croissant. It's French!”

The now-viral post saw a swarm of fans heading to the comments section to have their say, with one writing: “I’ve been saying Le Crew Set for too long now I can’t turn back.”

Le Creuset has shared how to pronounce its name (Facebook)

“I am now forever says le croissant and doubling down lol,” joked a second.

Another echoed: “I’ve been saying it correctly, but I think I need to start saying ‘Le Croissant’ now.”

Someone else commented: “For the price imma call it what I want.”

Funnily enough, this isn’t the first time that the cult-favourite company has taken the time to educate its customers.

In 2022, Le Creuset enlisted the help of chef Ludo Lefebvre, who has achieved one Michelin star in his career.

In a short clip, shared again on Facebook, the brand forced the restaurateur to repeat its name many times before Lefebvre eventually said: “Enough!”

You may not be surprised to hear, but Le Creuset isn’t the only brand name that people often get wrong.

How to pronounce Londis

Londis, described as ‘one of the fastest-growing symbol groups’ in Britain, is another brand that customers seem to have a tricky time saying correctly.

According to some Reddit users, people refer to the convenience store as ‘Londies’, rhyming with ‘blondies’.

Someone else wrote: “I actually used to think it was French and that the last s was silent. Yes, I'm painfully middle-class.”

However, as Londis is a contraction of London District Stores, the correct way to pronounce it is ‘Lon’ from London, ‘Di’ from District, and the ‘S’ from Stores.

And there you have it - Londis. The more you know, right?