I’VE BEEN GATEKEEPING...ish
All things Amora
Before we begin, NYC get ready! I am collaborating with Pop Up Bagels on a very special cream cheese. It will be out this Wednesday aka TOMORROW!!! :)
AMORA: “par amour du goût”, for the love of flavor.
Let me start off by saying I love any and all mustard… especially if it’s Dijon mustard.* When I was just in Paris, I evidently brought some moutarde back with me. I posted a photo of my pre-Eurostar frantic grocery shop and got many DMs asking me WHAT FANCY BRAND IS THAT?!?!?!?! It’s not fancy, it’s just my standard go-to, Amora.
*pro tip: if Dijon-style or dijon (no capital D) is written on your mustard, it’s not really Dijon.
It is said that the reason the brand is called Amora is due to an exclamation someone made when trying one of the first batches of mustard: “C’est un amour de moutarde, ce sera Amora !”, it’s a love (amour) of mustard, it is Amora!
In most French households you will find either Amora Dijon or Amora Mayonnaise. In my household, you’ll find both! The brand is a staple in France making up 72% of the market (alongside Maille) but isn’t well known across the world. Interestingly enough, Amora-Maille is one individual company now and is a subsidiary of Unilever as of 1999. Amora is marketed as more “everyday” and Maille as “premium”. Due to this naturally occurring distinction between the two, Amora sells more in volume.
The brand was established in 1919 but only began real production in 1934. Shortly after, in the 1950s, their iconic glassware came to life. In the mustard world, it is said that “il n'est pas de bonnes moutardes dans de vilains pots”, no good mustard is in an ugly pot.
The main reason I love Amora is because my grandma used to collect their glasses. Every single water glass on the table* was an old mustard jar. If you’re not familiar with these, the brand has sold their Dijon in reusable glasses of different sizes; nowadays, with distinct designs. For the past few years, I’ve begun collecting my own. I currently have Minnie Mouse, Olaf, 101 Dalmatians to name a few…
*we never actually drank water at her house though, these were for show or for my menthe à l’eau
As you know, Dijon mustard is taken very seriously in France. Most mustard brands will have mustard categories, not flavors, categories. For example, Amora’s mustard comes in three different strengths: douce, mi-forte, forte - mild to strong. Everyone has a favorite or at least a preferred one depending on the dish it’s being served alongside. I prefer a milder Dijon when marinating fish and a strong one alongside a steak frites.
When I’m not at my family’s home in France and need to pick one to bring back, it’s always the mi-forte, right in the middle. That’s because I am also obviously bringing back some Amora dijonnaise with me.
They sell a lot of diverse products but here is a quick breakdown of their 2013 stats: mustard, mayo, ketchup, pickle, vinegar, salad dressings and side sauces.
What is your favorite mustard? Is there a condiment brand you feel loyal towards? Do you also find certain flavors nostalgic? Let me know in the comments!
Thanks again to all of you who are paid subscribers, I have something very special coming for you soon!
Claire x
Im trying SOO hard to get my husband to like mustard. (or any condiment for that matter) haha its a slow process, showing him that the world is so much bigger than the yellow mustard he grew up with.
I wonder if Amora makes Trader Joe’s Dijon mustard, which is real Dijon.