 Despite the Menier Chocolate company's strong brand recognition and an effective marketing of children's books utilizing the fables of Jean de La Fontaine, by the 1950s the industry leader in France was being swamped by its competitors, rapidly losing market share and considerable amounts of money.In 1957 Menier Chocolate absorbed the Lombart Chocolate company.Hubert Menier died in 1959 and Antoine would be the last Menier to run the business.