French biscuit maker Lu, owned by Kraft Foods, has partnered with fashion designer Erin Fetherston to develop a limited edition biscuit.

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The Lu Creme Roulee Rolled Wafers, a sponsor of Mercedes-Benz Fashion Week from 10-17 September, are available exclusively at www.amazon.com/lu, the company said today (11 September).


“There is no better place than the legendary Mercedes-Benz Fashion Week to launch Erin’s ultra chic design on the Creme Roulee Rolled Wafer tin,” said Caroline Cormier, brand manager, Lu biscuits. “Given the brand’s French roots and Erin’s training, she was the perfect fit for the Lu high-fashion makeover.”


LU will be present at the 2009 LU Café in New York for Fashion Week, located in the lobby of the Bryant Park Tents.


A spokesperson for Lu told just-food: “Lu’s objective with the sponsorship of Fashion Week New York and this partnership with Erin Featherston was to broaden awareness of Lu biscuits in the US by reaching key influencers and tastemakers at Fashion Week and engaging our target consumer, who may be at Fashion Week, or may want to experience a piece of Fashion Week via Erin’s limited-edition tin.”

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The limited edition Erin Fetherston-designed packaging with Lu biscuits Creme Roulee Rolled Wafers will be available in cases of six tins per case for US$39.00.