What Michel et Augustin does

Michel et Augustin SAS is a privately held French artisanal food company founded in 2004 by childhood friends Michel and Augustin. The company manufactures and sells premium sweet biscuits (cookies, sablés, palmiers), savory aperitif biscuits (made with AOP cheeses such as Beaufort, Comté, Roquefort, and Chèvre Sainte-Maure de Touraine, plus charcuterie including Jambon de Bayonne IGP), drinking yogurts (Vaches à boire) made with French milk sourced within 100km of production, and fresh desserts led by the iconic "Incroyable Mousse au Chocolat." All products are made in France (Île-de-France, Brittany, northern France) using short, additive-free ingredient lists with provenance certifications (AOP, IGP, AB). The company also publishes a line of in-house recipe books, including a CAP pâtisserie training manual. Approximately 110 employees — all required to obtain the French CAP pâtisserie diploma regardless of role — operate from two creative hubs: La Bananeraie in Issy-les-Moulineaux (Paris region) and the Banana Farm in New York City.

The business operates a hybrid distribution model combining retail (8,000+ stores in France including Monoprix, Carrefour, La Grande Épicerie de Paris, and Colette), direct-to-consumer e-commerce (micheletaugustin.com with multi-language sites for US, Germany, and the Netherlands), travel retail (TGV inOui), and B2B wholesale (Ankorstore marketplace, "Offre pro" page). Pricing is published for recipe books (€10–€29.95); retail product pricing follows standard CPG conventions across multiple SKUs and formats. The company is minority-backed by strategic investors — Danone Manifesto Ventures (30% stake, 2017) and Artémis, the Pinault family's holding company (entered capital 2014, ~€19.7M reported funding round in 2012) — while founders retain operational and cultural control. Revenue is not publicly disclosed; the company has been profitable enough to self-fund operations since 2019 without additional disclosed funding rounds. Marketing is produced almost entirely in-house via content, social media, recipe videos, pop-up activations, and community events centered on the "trublions du goût" brand identity.

Name

Michel et Augustin

Legal name

MICHEL ET AUGUSTIN SAS

Website

https://micheletaugustin.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

Michel et Augustin is a French artisanal food company founded in 2004 that produces premium biscuits, drinking yogurts, chocolate mousse, and recipe books, selling through 8,000+ French retail stores, e-commerce, and an expanding US presence, with all 110 employees certified in CAP pâtisserie.

Ownership category

akta.pro rank

Product category

Artisanal biscuits, dairy and desserts

NAICS

Bakeries and Tortilla Manufacturing (3118), Baked Goods Retailers (445291), Chocolate and Confectionery Manufacturing (31135), Confectionery Merchant Wholesalers (42445)

SIC

Bakery Products (2050), Food And Kindred Products (2000), Retail-Food Stores (5400)

akta.pro primary industry

Patisseries & Viennoiserie (French-Style) (THAFAFAB)

akta.pro secondary industries

Bread & Pastry Specialty Stores (CRAHAGAC), Patisseries & Dessert Boutiques (CRAHAGAB), Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL), Chocolate & Confectionery Shops (THAFAGAD)

Keywords

• Artisanal French biscuits
• Drinking yogurts
• Chocolate mousse
• Appetizer biscuits
• Pastry recipe books

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Biscuits sucrés (Sweet Biscuits): Sale of sweet biscuits including cookies, sablés, palmiers, and petits carrés. Products sold through e-commerce and retail channels (8,000+ stores in France). Includes premium fresh cookies with molten centers.
2. Biscuits apéritifs (Savory Aperitif Biscuits): Savory biscuits made with AOP cheeses and charcuterie, sold alongside fresh pastries. Includes sablés, petits beurre, feuilletés, and seed-based snacks (graines de folie).
3. Vaches à Boire (Drinking Yogurts): Drinking yogurts in multiple flavors (vanilla, coconut, mango-passion, raspberry, blueberry, banana-guava) and formats (250ml, 500ml). Available in major French retailers. No additives.
4. Fresh Desserts (Mousse, Riz au Lait): Fresh desserts including the iconic chocolate mousse (dark and milk chocolate), plant-based mousse, rice pudding, and Baba au rhum. Available in store only (rayon frais).
5. Bio Infusions and Drinks: Organic beverages including green tea with mint, hibiscus infusion, elderflower infusion, and lemonade. First products to carry the AB (Agriculture Biologique) certification.
6. Recipe Books: Sale of specialty cookbooks authored in-house by the tribe: CAP Pâtisserie guide (€29.95), Cookie book (€10), Chocolate book (€10), Aperitif book (€12.90), and Desserts sharing book (€12.90).
7. Branded Accessories and Merchandise: Sale of branded accessories including aprons, mugs, recipe notebooks, and gift boxes featuring Michel et Augustin branding.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Michel et Augustin manufactures and sells artisanal French food products, primarily sweet biscuits, savory aperitif biscuits (with AOP cheeses and charcuterie), drinking yogurts (vaches à boire), and fresh chocolate mousse. The company also publishes pastry and recipe books. Products are sold under the Michel et Augustin brand through own e-commerce, French national retailers (8,000+ stores), specialty shops, and US/international channels.

Product overview

Michel et Augustin is a French food company founded in 2004 that produces artisanal biscuits, cookies, drinking yogurts (vaches à boire), chocolate mousse, and appetizer products. The product portfolio centers on three main categories: sweet biscuits (cookies, sablés, palmiers, petits carrés), savory appetizer biscuits (AOP cheese biscuits, charcuterie biscuits, flaky pastries, seasoned seeds), and fresh dairy products (drinking yogurts and chocolate mousse). The company also publishes recipe books for home baking enthusiasts, including CAP pâtisserie training manuals. Products are manufactured in France (Île-de-France, Brittany, and northern France) using quality ingredients sourced from French producers. The company operates from La Bananeraie in Issy-les-Moulineaux and has expanded internationally with a presence in New York City. All employees undergo CAP pastry training, reflecting the company's artisanal approach.

Differentiator

Problem solved

Functional benefit

Products and services

• Cookie cœur brownie Fresh, soft cookie with hazelnut pieces and a molten brownie center, produced in Île-de-France, sold via own e-commerce and retail.
• Cookie tartelette chocolat et noisette Cookie base topped with chocolate-hazelnut ganache, sold in boxes of 4 pouches of 2 cookies, combining a cookie and a tartelette in one product.
• Vache à boire à la noix de coco Drinking yogurt with coconut milk, made in northern France with French cow's milk, coconut, and sugar; no additives.
• Vaches à boire (drinking yogurts) Drinking yogurts in multiple flavors (vanilla, myrtille, mangue-passion, framboises, coco, banane-goyave) and 250ml/500ml formats, made with French milk and real fruit, no additives.
• Notre incroyable mousse au chocolat Iconic chocolate mousse in dark and milk chocolate variants, made in France with no additives and cocoa sourced from Côte d'Ivoire.
• Biscuits sucrés (Sweet biscuits) Range of sweet biscuits including cookies, sablés, palmiers, and petits carrés, made with free-range eggs, cane sugar, butter, Sicilian lemon, and Guérande salt.
• Biscuits apéritifs (Savory biscuits) Range of savory aperitif biscuits with AOP cheeses, charcuterie, flaky pastries, and seasoned seeds, made in France with quality ingredients.
• Biscuits au fromage AOP Savory biscuits made with PDO/AOP cheeses: Beaufort, Cantal, Parmigiano Reggiano, Comté, Roquefort, and Chèvre Sainte-Maure de Touraine.
• Biscuits charcuterie Savory biscuits with cured meats including Jambon de Bayonne IGP, Coppa de Corse, and Chorizo d'Espagne; minimum 10% charcuterie, no nitrites.
• Petits beurre apéritifs au Chèvre Sainte-Maure de Touraine AOP Shortbread-style aperitif biscuits with 10% Sainte-Maure de Touraine AOP goat cheese, butter, wheat flour, and Guérande salt.
• Petits feuilletés apéritifs Flaky aperitif pastries with Camembert de Normandie AOP, Lard du Sud-Ouest, and Sel de Guérande with mustard seeds.
• Graines de folie Seasoned seed mixes including Epicées, Douces, and Cajun variants, made with selected seeds, seasonings, and Camargue or Guérande salt.
• Infusions et jus bio Organic beverages including green tea with mint, hibiscus infusion, elderflower infusion, and lemonade; first products to carry AB organic certification.
• L'incroyable Barre Point Barre (TGV inOui chocolate bar) Chocolate bar with crunchy biscuit, hazelnut praline, cereal beads, ganache, and milk chocolate coating, sold exclusively in TGV inOui onboard bars.
• Petits beurre apéritifs à la Feta AOP de Grèce Limited edition summer 2024 savory biscuit made with Greek PDO feta cheese.
• Livre du chocolat Recipe book teaching different chocolate textures (moelleux, fondant, etc.) for chocolate desserts, priced at €10.
• Livre apéro Recipe book featuring 37 appetizer recipes including pastry-style dishes, snacks, classics, and dipping recipes, priced at €12.90 incl. VAT.
• Livre des desserts à partager (ou pas) Recipe book with 35 shareable dessert recipes including chocolate, fruit, caramel, and various textures, priced at €12.90 incl. VAT.
• Livre CAP pâtisserie New Complete CAP pastry chef training manual with 25 lessons, updated for exam reform; includes practice tests and material lists; priced at €29.95.
• Livre du cookie Cookie recipe book with 33 recipes including ultra-gourmet cookies, daring cookies, vegan/gluten-free options, and savory cookies for appetizers.

Quantifiable outcome

• 37 tonnes of plastic eliminated per year by reducing bottle weight of drinking yogurts
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• MonoprixcoreStrategic or Co-development Partner · 26 October 2024Monoprix partnered with Michel et Augustin for 'Opération Mousse' on October 26, 2024 at the Monoprix Beaugrenelle store, where customers who placed 5 fruits and vegetables in their basket received a free chocolate mousse. Monoprix also hosted a terrace activation event in July 2024.
• Les Petites CantinescoreStrategic or Co-development PartnerLes Petites Cantines is a network of neighborhood cantines open to all residents, promoting social connection through shared cooking and meals at libre prix (pay-what-you-can). Michel et Augustin supports the association through visibility on biscuit packaging, sharing proceeds from recipe book sales, and team participation twice yearly across France.
• TGV inOuiminorChannel Partner/ Reseller/ DistributorThe 'Incroyable Barre Point Barre' chocolate bar was launched exclusively in TGV inOui onboard bars, with a comedy club activation on the Paris-Nantes route. The partnership targets commuters and travelers with an innovative in-transit snacking experience.
• AnkorstoreminorChannel Partner/ Reseller/ DistributorMichel et Augustin products are listed on Ankorstore, a B2B marketplace connecting independent retailers with emerging brands, supporting wholesale/professional orders.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• La Mère Poulard: French artisanal biscuit and galette producer with strong heritage positioning, sold via retail and specialty/gift channels. Comparable in the French artisanal biscuits category with emphasis on traditional recipes and premium gifting.
• Monbana: French premium chocolate brand (hot chocolate, chocolate spreads, confectionery) with strong retail presence in France and export markets. Directly comparable in chocolate-led premium packaged foods targeting gourmands, with similar gifting and recipe-content marketing approaches.
• Saint Michel (Biscuiterie Saint Michel): French family-owned biscuit maker specializing in madeleines, cookies, and pastries sold across French retail. Directly comparable in product category (French artisanal biscuits) and target market (gourmand consumers in France), with overlapping distribution through major French retailers.
• Carambar & Co (Carrefour group, formerly CPK): French confectionery and chocolate company (Carambar, Poulain, Krema) recently re-anchored around playful French brand heritage. Comparable as a French heritage confectionery/chocolate brand reviving nostalgic brand equity in retail and convenience channels.
• Bjorg (Bjorg & Cie): French organic food brand (biscuits, drinks, dairy alternatives) sold in mainstream French retail. Comparable in quality/organic positioning and mass-premium retail distribution, competing for the same health-conscious gourmand shopper.
• Le Pain des Fleurs (Biscuiterie de la Mère Poulard / Ekibio): French organic specialty baker of crackers and toasts. Comparable in French artisanal bakery positioning, health/quality ingredient story, and specialty retail distribution — a direct competitor in the premium cracker/biscuit aisle.
• Bonne Maman (Andros Group): Iconic French premium packaged food brand (jams, biscuits, desserts) sold globally. Comparable as a French heritage brand leveraging quality ingredients, simple recipes, and iconic packaging to command premium positioning in mainstream retail — directly competitive in the biscuit and dessert categories.

Broad incumbents

• Bel Group: French global dairy and cheese company (Laughing Cow, Babybel, Kiri, Boursin). Overlaps with Michel et Augustin's drinking yogurt and cheese-biscuit positioning, especially via AOP cheese supply chains — a broader incumbent leveraging similar French dairy terroir narrative.
• Lu (Mondelez International): Mass-market French biscuit heritage brand (Petit Écolier, Belin, Pépito) now owned by Mondelez. Comparable in core product (French biscuits) and distribution through French grocery chains, but at industrial scale across many categories globally — the dominant incumbent Michel et Augustin competes against.

Regional players

• La Vie Claire: French organic and natural products specialty retailer. While not a packaged food competitor directly, La Vie Claire is a comparable specialty retail distribution channel for premium organic French brands and would be a logical outlet for Michel et Augustin's AB-certified beverage line.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/MichelEtAugustin
• Facebookfacebook.com/posts
• LinkedInlinkedin.com/company/micheletaugustin
• Instagraminstagram.com/micheletaugustin
• Xx.com/michel_augustin

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Michel et Augustin