Let Them Eat Cookies! Michel et Augustin Creates Community and Connecting Possibilities Around Kooky Confections

The Quick type: whenever Marie Antoinette stated, “Let them consume cake,” it would likely being because she had been hogging all Michel et Augustin snacks for herself. Youth friends Michel and Augustin met in middle school, and, once they found their person 9-to-5 jobs as unfulfilling, they started a cookie company with a foundation in French pastry. Fast ahead 13 many years, while the two buddies have actually practices in France and nyc as they are seducing globally due to their cookies, pastries, yogurts, mousses, also sweets made out of simple, pronounceable materials. The duo also will teach aspiring bakers that mastering the ability of French pastry is actually attainable through their own cookbooks and interactive open residence classes. Michel and Augustin’s dream is straightforward: to really make the globe look and get together over a shared passion for desserts.


The story of Michel et Augustin began merely adequate. Two men started palling around in secondary school and became good buddies. But, much like lots of adolescent relationships, both parted means after graduation to adhere to their own routes.

Michel found themselves doing work in finance in nyc, and Augustin was actually in marketing and advertising for Air France. But both quickly became disillusioned aided by the 9-to-5 routine with the business community. They reconnected and also the duo devised a wild intend to discover all 1,263 bakeries in France and establish the basics of a confectioneries the country must offer. They published a novel regarding it — their unique basic cooperation!

After finishing their unique quest, in 2004, Michel and Augustin aproned-up along with on a unique adventure: cooking in Augustin’s cooking area. Their own mission was to make a type of cookies and various other sweets created using natural ingredients and really love. And, after tirelessly screening and sampling above 300 meals, their basic concoction was given birth to: the little circular butter cookie. Michel et Augustin was given birth to!

The pair discovered rapid achievements, and additionally they continue steadily to innovate a lot more delicious creations, including a decadent natural yogurt in a container, that has been found only once Michel and Augustin noticed their valued cow could generate more than butter. They advertise their products or services aided by the signature “kookiness” while the happiness they infuse into their yummy treats.

Distributing a Love for French Pastry round the World

Michel et Augustin is approximately more than just creating a delicious cookie. The firm is curved on attracting from France’s rich cooking record generate masterful desserts.

“It isn’t really more or less cookies — it’s about a love of French pastry,” said Lily Dionne-Jermanovich, Michel et Agustin’s Communications and material Director. “everything we make is linked to French pastry strategies. We’ve a very powerful connection with pastry generating as a business.”

But Lily informed you an attraction for and mastery of French pastry is not just set aside for item designers (they refer to them as the “recipe team”) at Michel et Augustin. An element of the company’s kooky society is discussing the passion and expertise of pastry making very every person in the group, in France and Brooklyn, can teach is a French pastry cook and use the nationwide exam (referred to as a “C.A.P.”). In this manner, everyone can take part in innovating brand-new dishes and talk knowledgeably with fans, customers, and consumers.

“weekly in France as soon as monthly in nyc, our very own Banana Farm (“office”) becomes a pastry class where we’re experiencing a classic curriculum of French pastry and education when it comes down to official certification,” she said. “no matter if you are a website designer or in revenue — the chance is promoted for every.”

Though Michel et Augustin offers a very expansive manufacturer product line in France, the firm sticks on same basics and axioms of design for all services and products.

“the one thing all our services and products have as a common factor is actually a proper attention to flavor in order to the constituents,” Lily said. “We focus on the high quality and ease-of-use associated with components, and attempt to keep your ingredient listing as pronounceable as possible.”

This outcomes not only in a yummy decadence, but also a goody you’ll be ok with ingesting along with your significant other.

An accumulation of Treats excellent for Sharing With Your Sweetheart

Thereis only some thing about discussing desserts that begins the afternoon correct or ends up an excellent go out. And Michel et Augustin’s creations had been intended for merely this type of occasions.

“It’s a moment in time of indulgence at the conclusion of a night out together,” Lily stated. “It’s delicious making with thoroughly clean components, which helps make the minute much much better. It feels very good to engage.”

With the amount of worthwhile goodies available, there’s really no have to select one. While there are lots of even more solutions in France — from candy mousse to decadent yogurts and, naturally, unique snacks — there are many possibilities in america as well.

Lily was fast to advise the most perfect treats giving to or delight in thereupon someone special.

“our very own best-selling cookie is our very own 4-Cookie Squares,” she stated. “they have been like small square tarts, arrive three tastes, and may be so easily shared. We likewise have Cookie Buttons, that are hazelnut candy processor snacks with hazelnut ganache around. They arrive in bags of two — one personally, one for you!”

For partners just who enjoy their particular early morning routine together, Lily told you Puff Palmiers are a lovely a.m. alternative.

“they have been puff pastry and taste like Elephant Ears,” she said. “they truly are awesome light and flaky and great for sharing over breakfast with coffee or at beverage time.”

Whether both you and your honey tend to be chocoholics or appreciate the delicate butteriness of caramel (or all things in between), Michel et Augustin provides a deserving combat for revealing (or sneaking down with for your own personel clandestine cookie affair).

Get Involved at Banana Farm

Michel et Augustin’s viewpoint is the fact that the delight of desserts is in the sharing. As a result it should be no surprise community wedding is extreme area of the businesses business purpose. Everybody is welcomed to cease in and chat (and style cookies) at their own Banana Farms (offices) in Paris, Lyon, or Brooklyn.

This attitude began on beginning associated with business and is also element of its key. And Lily mentioned this approach is exemplified from inside the company’s available residences.

“Right from the start, Michel and Augustin opened the doors of the apartment to next-door neighbors, buddies, consumers, and passersby, for individuals to give them feedback, to flavor snacks, to flavor brand new quality recipes these people were screening, and also to go out together and discuss what they had been carrying out,” she stated. “It’s something’s vital to united states now.”

Open house on Banana Farm takes place in the first Thursday of every month in France and ny. Lily informed you these activities present a method your company provide back once again to the community by training them regarding the record and methodologies of French pastry.

“We invite every person, family members, pals, consumers, and buyers to come share meals,” she mentioned. “We perform flavor examinations, focus groups, and play video games. It is an actual area occasion.”

It’s not only fun and tummy-pleasing to go to, however, if you lack a cookie partner, think of all of those other treat aficionados you could fulfill within Banana Farm. After all, if someone loves Michel et Augustin treats, you are sure that they usually have good style, and you will have something you should connect more than.

Michel et Augustin: focused on Random Acts of Kookiness

In real Michel and Augustin type, the duo began a Random Acts of Kookiness step to encourage and please anyone. From a tribute to Michael Jackson towards cookie rectangular event as well as their torrid Greek story, Michel and Augustin infuse hilarity and happiness into all they are doing. You can observe precisely why their particular treats are addicting — they are made with 100% natural ingredients and good vibes.

Up next when it comes to business is another cookbook that aims to assist you visitors yet others overcome the intimidation connected with French pastry.

“We’re generating a French pastry cookbook for the me, and it is about having fun with these hard meals,” Lily said. “We’re breaking it down and saying it can be done. Whenever we can, anyone can, and we’re revealing our very own development.”

Michel et Augustin is also seeking launch their well-known chocolate mousse in the usa.

“All of our dream for our chocolate mousse should seduce The united states’s preferences.”

And, after sampling the business’s snacks and other goodies, the united states is actually definitely in for an extended love affair with this mousse.