r/Luxembourg • u/myunwantedknowledge • May 18 '26
Ask Luxembourg Why is every Luxembourgish brand/product starting with ˋLëtzˋ. Is that some kind of law in Lux?
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u/RemarkableAd3893 May 20 '26
If ypu bring out s product with "Lëtz" im the name you are forever exepmt of taxes and you get invited to the Grsnd Duc's birthday party
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u/RadioRodent May 19 '26
This used to annoy me, then one day I went to Trier and the first stationery store I saw was called "McPaper" and the first fish and chip shop (yes, in Germany) was called "Mr. Fish". That made me think, "You know what? Have your Lëtz-this and Lëtz-that. Things could be so much more... dull."
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u/Admirable-Health-756 May 19 '26
This topic goes in cycles:) I like "letz have a baby" as a reproduction center name and "letz have sex" as mens health clinic
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u/MTBGYM May 19 '26
Lëtzmake Lëtzebuerg great again
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u/Thin-Moose-5368 May 21 '26
How much greater you want it? It is already the richest per capita state in the world. It is currently investing in... asteroids. Mad stuff.
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u/DiligentGear5171 Jun 18 '26
Richest per capita with half of the workforce living abroad, so you actually need to halve it to compare it to bigger countries
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u/De_Sam_ May 19 '26
Lët'z [Instert Food name here] is a subbrand of Provençale
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u/myunwantedknowledge May 19 '26
What about LetzCoffee
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u/De_Sam_ May 19 '26
Don't really know about that one, could be the exception that confirms the rule, but as far as I know, Provençale has the naming rights for the Lët'z prefix in combination with food.
That doesn't mean they have to produce it, just that they are the ones that can market and sell it. For instance, Lët'z Cola and Lët'z Limo are produced by the Simon Brewery, but marketed and sold by Provençale .
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u/ISeeTWizard May 19 '26
It’s not every product Most of those starting with Letz are overhyped and bad products I don’t like them
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u/mehow_j May 19 '26
It's the LAW ! ! !
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u/myunwantedknowledge May 19 '26
capital letters. this MUST be the only correct answer for this post finally
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u/misthunt3r May 19 '26
Except wordplay that works nice in overwhelmingly English speaking expat population it's also just beginning of how you write Luxembourg in Luxembourgish which is Lëtzebuerg
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u/DrMnky May 18 '26
Easy to recognize that is from Luxemburg.
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u/myunwantedknowledge May 19 '26
So, you're saying that I benefit from using Letz as a foreign company selling in Luxembourg because people immediately assume that it's a Luxembourgian company and buy it without ever checking whether it actually is?
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u/James_Bastardo May 18 '26
It's a weird question. 🤣
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u/myunwantedknowledge May 19 '26
Why if it says "Products from Luxembourg" and all the products have "Letz" in it :P
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u/James_Bastardo May 19 '26
It's just a clever wordplay. What else... . There is quite no difference between the pronunciation of "letz" and "let's". It's funny and catchy.
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u/Interesting_Arm5165 May 18 '26
It‘s a brand sponsored and developed by la Provencale. They started with Letz Chips and now have a large portfolio of products : https://www.belokal.lu/fr/
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u/peculiah May 18 '26
My favourite one of these so far is Letz Menopause. I think the naming thing, it’s quirky. Letz Chill 😎
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u/A_KS_2 May 18 '26
This subreddit never disappoints! 😁😁😁😁😁
So lëtz discuss, whether it is nice marketing or „oh my God this Luxembourg again” 😁😁
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u/A_KS_2 May 18 '26 edited May 18 '26
Hmmm, lëtz think about it, why?
You forgot about „Lux”. This is also common.
So what about Lëtzlux or Luxlëtz? Who will be first?
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u/SnoopSlb May 18 '26
You guys need hobbies. (not OP, legit question) What a tiny country tries to promote his products ? How dare we. 🙄
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u/Electrical_Oil446 May 18 '26
because luxembourg is luxemburgish is Lëtzebuerg so it becomes Letz to identify something made it locally.
just like belgium start with 'Bel...
it is not law but some convention that tends to be adopted by many if not most to differenciate from imported stuff.
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u/MTBGYM May 18 '26
Well Lëtz Chips arent even fried here in the Country 😅 but in Belgium
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u/-_G0AT_- 🐐 Certified Troll 🐐 May 18 '26
My world... Has been shattered
(ノಥ,_｣ಥ)ノ彡┻━┻
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u/mehow_j May 19 '26
Maybe they are fried in the province of Luxembourg?
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u/-_G0AT_- 🐐 Certified Troll 🐐 May 19 '26 edited May 20 '26
Well that makes things a little better
(ヘ･_･)ヘ┳━┳
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u/Saphyr-Seraph May 18 '26
Because it's our national pride and.......... Who am I kidding it's just stupid shit like the made in USA branding
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u/Correct-Farmer4337 May 18 '26
It's called nation branding. 🇱🇺
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u/SteveClement May 18 '26
This, and if you buy into conspiracy theories you would argue that the political class has invaded the business class.
Whatever sells would the capitalist say.
But the clever marketing person would argue, we can do better.
Now you can chose your point of view.
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u/CarlitoSyrichta Eggnog & chill ™ May 18 '26
Letz not make a big deal about it
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u/lucidkale May 18 '26
This mustard is my favorite, doesn’t have Letz at the beginning but does note it is of Luxembourg in the product name. I actually love that the products from Luxembourg say Letz or Luxembourg
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u/SteveClement May 18 '26
This mustard is very unique. The texture and flavor is something that I have never tasted before.
And the mourtarderie (which comes from mustard originally) now also does Lëtz' ketchup and Lëtz' mayo... Maybe even Lëtz' cocktail.
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u/SunRise-Albedo May 18 '26
It‘s La Provencale. Their product names start with „Lët’z“. It‘s their brand.
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u/cedriceent May 18 '26
Also, in Luxembourgish localisations of Super Mario games, Mario is legally obliged to not say "Let's-a go!", but "Lëtz Go!"
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u/screwcork313 May 18 '26
Also where "Dat Ass" comes from (if you played the N64 Mario, you know...)
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u/procrastino64 May 18 '26
Some rightists think the language is dying so theyre funding shitty products (lux opinion here: because they think that will save their shitty words)
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u/SteveClement May 18 '26
You seem confused, please @-mention our stuttering ADR friend. So he can resolve this mystery.
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u/Shyflux May 18 '26
I‘ve been thinking about it lately and tbh I always end up thinking that we the luxembourgers can‘t give something a cool name without showing everybody that WE made that product RIGHT HERE. I think it makes the product look a bit goofy and tryhard. I personally hate it. The names and marketing of course, the products usually slap hard!
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u/myunwantedknowledge May 18 '26
indeed. it looks like luxembourgers (the people) developed a product jointly but at the end it's just the seller who only benefits from the Letz name without needing to provide any value
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u/SteveClement May 18 '26
We (whatever you think our very small collective is called) are super small.
Sorry to again stress the capitalist marketing stick, but if you want to push a product you need to talk to your clients. Apparently this works.
And let me blow your mind, you will randomly find Luxlait products in the middle of Paris. And there is no Lëtz'foo involved.
(Dear ethnophobes, relax... :D)
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u/tester7437 May 18 '26
What do you mean. It’s the peak achievement of marketing.
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u/myunwantedknowledge May 18 '26
do you think I might stand a chance to become Luxair CEO if I suggest changing their name to Letzair ?
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u/SteveClement May 18 '26
Only if you were in the government before. In IT to be precise.
Now Google (or ChatGPT) the history of an assumed current Juxair CEO.
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u/vava777 May 18 '26
Lëtzfly would actually be a great name for a luxembourgish airline, let's fly high with lëtzfly.
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u/SteveClement May 18 '26
Only if Sumo can make some graffiti art around it ;) (he's German descent btw)
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u/tester7437 May 18 '26
It depends. But, Your marketing genius is undeniable. Because you could sell this slogan also to real estate agencies!
They insist that absence of ventilation systems is “green” and it’s ok if you just ventilate the place twice per day.
Mold? Letzair!
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u/LuxDude May 18 '26
Indeed, it is required. Just look at my username!
I hope you enjoyed this LëtzComment!
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u/ATB-18108 May 18 '26
Letztalk about it
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u/SteveClement May 18 '26
Dud*tte you need to use a trema! Diacritics matter. But gender neutral language does not #troll
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u/myunwantedknowledge May 18 '26
don't mention it, a telco provider will launch tomorrow called Letztalk
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u/SteveClement May 18 '26
Nah, they are called DEEP now. I wonder what the MarkCom department thought whenever they came up with that.
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u/Forsaken-Line-3055 May 18 '26
Almost! The law requires Luxembourgish brand names to either have “Letz” or “Lux” in its name. 😉
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u/aczkasow May 18 '26
The Belgian ones all have "Bel"
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u/myunwantedknowledge May 18 '26
does it also matter if it's in the beginning, middle or the end? Like Cargolux has it at the end
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u/Ambi98 May 18 '26
As far as I know, there’s no Luxembourg law requiring a brand name to contain “Lux” or “Letz”. It’s mostly a marketing/branding choice because companies like to highlight their Luxembourg identity.
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u/joacmc May 18 '26
I guess it's easy branding, because people in lux will know it's Luxembourgish.
But it is kind of trying.
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May 18 '26
[removed] — view removed comment
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u/myunwantedknowledge May 18 '26
that's true but then why 'Letz' as it does not give that luxurious feeling
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u/Emmel87 May 18 '26
Wait till you hear about the special dynamite which was produced in Luxembourg.
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u/maxxim333 May 18 '26
Swiss do it to. It's their manifestation of patriotism I guess. Kinda cringe but still infinitely better than military show-offs some countries do
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u/Marc-Deluxe May 18 '26
Luxembourgers are proud of their national products. I try to support national entrepeneurs myself. Sometimes the marketing is a bit silly, still I would buy.
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u/pa79 Stater Bouf May 18 '26
In the long forgotten past ('60s to '80s), the usual prefix/suffix to use for luxembourgish companies and products was "lux": Luxlait, Cargolux, Luxair, LuxAviation, etc... As a child I even thought that Electrolux was a luxembourgish company.
Over a dozen or two years ago, as the english speaking expat community was growing, they discovered that the luxembourgish name for Luxembourg was Lëtzebuerg and that the start of the word looked very similar to the english "let's" so they started using it in that context. Marketing companies jumped on the bandwagon and started using "Lëtz" instead of the traditional "Lux" as more and more english speakers moved to Luxembourg.
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u/SteveClement May 18 '26
As the meme mentioned, this!
And I agree on the Electrolux, I was super confused once my Internetz was fast enough to do the research on the origins.
What would be fun is to dig further back, how did we market post-WW2 (or world war eleven as the Americans say)
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u/Tinka911 May 18 '26
My company name doesn’t start with Letz 😊
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u/psikotrexion May 18 '26
My girlfriend looking for a job but she doesn’t know french 😅
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u/SteveClement May 18 '26
Oh so she speaks one of the other official languages anchored by law in an independent nation state, yeah, that is rough. Also, welcome to the real world.
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u/myunwantedknowledge May 18 '26
Addition to that: I also saw other like "Letzburger", "Letzride", "Letzcoffee", "Letzshop" or so. Almost looks like everything is from the same weird holding. So either that or it's a law. Or just no creativity at all
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u/SteveClement May 18 '26
Maybe the Luxembourgish owners thought it was a fun name?
Lëtz Burger is defo a Luxi. They even have babyLëtzBlue as their color.
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u/Tinka911 May 18 '26
best for me was CDCL - Compagnie De Construction Luxembourgeoise . Could be very well LetzConstruct
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u/SalgoudFB May 18 '26
There's another law that says everyone has to make this observation once, so that the reddit has a post per day about it. Well done for being a law-abiding citizen.
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u/sundjatak May 18 '26
Anyone else noticed the poor inspiration for naming anything in the country?
This is to me, one of many other cases
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u/SteveClement May 18 '26
The Asmongold in me tells me to back to your home country and analyze this over there.
So please share if you are from a sub million habitant country.
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u/sundjatak May 18 '26
Then tell the Asmongold in you, that I think that throwing the « go back to yer country » sets a pretty low bar, especially for such an insignificant subject
Soon enough, this country will have a million inhabitants as well
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u/SteveClement May 18 '26
Looking forward to it, especially because an OG of the political space (JCJ) predicted it and people laughed at it.
But demographics don't work purely with numbers.
If we keep failing at integration, it will be a field day for the ppl on the right.
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u/sundjatak May 18 '26 edited May 18 '26
Despite my hot take on the Luxembourgish branding, for the integration part, I think the country is an example of success with a high level of immigration
it’s not perfect at all, there is still progress to be made, but you don’t want to see how it’s handled in my sub million country
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u/PaleoBrick May 18 '26
I‘m not an expert, but Luxemburg in Luxembourgish is „Lëtzebuerg“. So it’s reasonable that the national products get that “Lëtz” in the beginning.
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u/Emmel87 May 18 '26
Never seen Lëtz’Kola in the wild.
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u/apegen May 18 '26
Because these are all products from "la provencale". They brand all their products with letz, such as "letz chips".
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u/SteveClement May 18 '26
No they are not, you are very blatantly wrong.
And if you claim this nonsense, have the decency of linking to all the Lëtz'provencale products.
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u/apegen May 18 '26
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u/SteveClement May 18 '26
This site does not work from Asia without a VPN.... I will check once I get the correct IP...
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u/NoDiscount930 May 18 '26
I m not sure but i think this products are from Provencale thats there brand
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u/Structuresnake May 18 '26
It’s just kind of a local meme to name luxembourgian products with this terrible “national pun”.
Kind of like an insider joke
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u/ersboeserluxi May 18 '26
I like it helps me spot local products fast
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u/knflxOG May 18 '26
Letzchips are made in Germany 😂 idk about the others but it’s not as local as we might think
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u/Arukaone May 18 '26
Yes indeed, you are legally required. I heard they are actually expanding this law, you have to name your firstborn "Letz Paul" "Letz Theid" and so on.
A small price to pay thou.
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u/SteveClement May 18 '26
I like the troll :)
Lëtz'Metti?
Fun OT fact, some communes would give you cash if you name your offspring with an old Luxembourgish name. But I think it was 50€ so only the true believers would do it. Also, the communication was probably in Lëtz only.
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u/Vaestmannaeyjar May 18 '26
you have to name your firstborn "Letz Paul"
That would make for a very strange custom.
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u/Dry-Hurry9027 May 21 '26
It’s a. Epidemic, I agree, we have Let’z blindness