Michel et Augustin

Michel et Augustin is a French food brand known for its premium, quirky, and gourmet snacks and desserts. The company was founded in 2004 by childhood friends Augustin Paluel-Marmont and Michel de Rovira. The pair, who met in secondary school, shared a desire to create a more human and gourmet business adventure. Paluel-Marmont holds a degree from ESCP Europe and a CAP in baking, while de Rovira, also an ESCP alumnus, holds an MBA from INSEAD and a CAP in pastry. Their journey began after they authored a guide to the best bakeries in Paris, which sold 12,000 copies and ignited their entrepreneurial spirit.

The business was born from a simple observation in a local supermarket: most cookie ingredient labels were impossible to decipher. Starting in Paluel-Marmont's kitchen, their first product was a shortbread cookie, "Petits sablés ronds et bons." The company’s philosophy is centered on using simple, high-quality ingredients that customers can easily understand and having fun in the process. The business model involves creating and marketing a range of premium food products, initially sold in small grocery stores and bakeries in Paris before expanding to major retailers. Their product line has grown to include yogurt drinks ("Vache à boire"), lassi, ice creams, mousses, and savory aperitif biscuits. The company targets urban consumers and has built a strong brand identity through a humorous and engaging communication style, often compared to brands like Ben & Jerry's, fostering a close relationship with its customers.

A significant milestone was the brand's entry into the U.S. market in 2015, which was famously kickstarted by a successful, high-profile social media campaign (#AllezHowardUnCafé) to secure a meeting with Starbucks' then-CEO, Howard Schultz. This led to their cookies being sold in thousands of Starbucks locations across the US. Over the years, the company has seen significant investment and ownership changes. In 2016, Danone Manifesto Ventures, Danone's corporate venture arm, took a minority stake, which grew to a majority holding by 2019. As of December 2023, the Italian food corporation Ferrero entered into exclusive negotiations to fully acquire the company from Danone.

Keywords: Augustin Paluel-Marmont, Michel de Rovira, French food brand, gourmet cookies, premium snacks, yogurt drinks, shortbread, dessert, snack food, food and beverage, consumer goods, Danone, Ferrero, Starbucks partnership, B-Corp, French biscuits, natural ingredients, pastry, bakery, European food