Michel et Augustin
Michel et Augustin is a French-founded premium snack brand selling butter-based shortbread Cookie Squares and savory Cheese Biscuits through DTC e-commerce, wholesale/B2B bulk channels, and US retail partners including Whole Foods and Fresh Market, operated in the US via Nonni's Foods LLC.
- Company typePrivate
- Founded2004
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Michel et Augustin does
Michel et Augustin is a French-founded premium snack brand established in Paris in 2004 by two former corporate professionals who repositioned themselves as 'les trublions du goût' (the troublemakers of taste). The company's core products are butter-based shortbread Cookie Squares filled with chocolate ganache and savory Cheese Biscuits made with French Comté or Italian Parmesan. The proprietary shortbread recipe, refined over 300 trials to balance texture, color, and flavor, is produced exclusively in France and imported for US distribution. The core technology is artisanal — a small set of recipes with simple, pronounceable ingredients (butter, sugar, eggs, flour, salt) positioned against mass-market cookies that use artificial additives. The brand is Kosher-certified and non-GMO verified.
US commercial operations are run through Nonni's Foods LLC, an Illinois-based operating entity headquartered in Chicago that handles e-commerce, wholesale, and US retail distribution. The business operates three revenue streams: direct-to-consumer e-commerce via a Shopify storefront (micheletaugustin.us) with nationwide shipping and a $30 free-shipping threshold; a wholesale/B2B channel offering bulk formats (cases of 180, 108-bar packs, gravity boxes) to offices and small businesses; and physical retail through Whole Foods Market, Fresh Market, and specialty natural food co-ops, supplemented by an Amazon storefront. Pricing is positioned at a premium tier, with individual SKUs ranging from $18.99 to $49.99.
Marketing is digital-first and community-led, centered on an email newsletter (offering 20% off first order), Instagram, TikTok, LinkedIn, and a content blog tied to seasonal occasions. The company targets three customer segments: health-conscious individual consumers seeking premium snacks with clean labels, small businesses/offices needing differentiated grab-and-go options, and natural/specialty retailers stocking imported French snacks. At the time of capture, the e-commerce storefront displays an 'OUT OF STOCK' notice, indicating either supply-constrained operations or a temporary inventory disruption; no revenue, headcount trend, or funding data is disclosed in source materials.
Michel et Augustin firmographics
Firmographics- Name
- Michel et Augustin
- Legal name
- Nonni's Foods LLC
- Website
- https://micheletaugustin.us
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Michel et Augustin is a French-founded premium snack brand selling butter-based shortbread Cookie Squares and savory Cheese Biscuits through DTC e-commerce, wholesale/B2B bulk channels, and US retail partners including Whole Foods and Fresh Market, operated in the US via Nonni's Foods LLC.
- Ownership category
- akta.pro rank
Michel et Augustin industry classification
Industry- Product category
- Premium Cookies & Gourmet Snacks
- NAICS
- Commercial Bakeries (311812), Baked Goods Retailers (445291)
- SIC
- Bakery Products (2050), Cookies & Crackers (2052)
- akta.pro primary industry
- Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)
- akta.pro secondary industry
- Premium/Artisanal Bakery Wholesale (AFAIAFAG)
Keywords
Where Michel et Augustin is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Michel et Augustin business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Consumer direct-to-consumer sales through the company's Shopify e-commerce website, selling Cookie Squares, Cheese Biscuits, bundles, and gift products. Orders ship within 24 hours on business days with 3-5 business days delivery to customers.
- Wholesale/Bulk B2B Sales: Bulk cookie orders for small businesses, offices, and retailers. Products available in wholesale quantities including 108 bars, cases of 180, and gravity boxes for retail and office snacking.
- Retail Distribution: Products sold through third-party retail partners including Whole Foods Market, Fresh Market, specialty natural food stores, and Amazon marketplace.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cookie Squares - 18 Bars (single flavor) |
| Unit Pricing | Pay-as-you-go | Cookie Squares - 3 Bags (15 count each) |
| Unit Pricing | Pay-as-you-go | Sweet & Savory Bundle |
| Unit Pricing | Pay-as-you-go | Valentine's Day Gift Box - 30 Count |
| Unit Pricing | Pay-as-you-go | Cookie Squares - Gift Tin |
| Unit Pricing | Pay-as-you-go | Cookie Squares - Changemaker Box |
| Unit Pricing | Pay-as-you-go | Cookie Squares - 3 Changemaker Boxes |
| Other | Pay-as-you-go | Shipping Tiers |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Michel et Augustin product offering
Product offeringCore offering
Michel et Augustin manufactures and sells premium French-style baked snacks — primarily butter-based shortbread Cookie Squares filled with chocolate ganache, savory Cheese Biscuits made with real French Comté and Italian Parmesan, and curated Butter-Loving Bundles — sold through its own e-commerce site, Amazon, natural food retailers such as Whole Foods Market and Fresh Market, and bulk wholesale to offices and small businesses. Products are baked in France and individually wrapped for portion control.
Differentiator
Problem solved
Functional benefit
Products and services
- Cookie Squares Premium shortbread cookie squares made in France with pure butter and filled with chocolate ganache (variants include Milk Chocolate Caramel and Dark Chocolate Sea Salt). Individually wrapped for freshness and portion control, certified Kosher, non-GMO, with no artificial ingredients. Targeted at US consumers seeking clean-label, European-inspired gourmet snacking and gifting.
- Cheese Biscuits Savory shortbread crackers made with pure butter and real cheese (French Comté with black pepper, among other variants) baked in. Positioned as a gourmet, clean-ingredient alternative to typical crackers for snacking, entertaining, and pairing.
- Butter-Loving Bundles Curated multi-flavor and multi-product bundles (e.g., the Sweet & Savory Bundle combining multiple Cookie Squares flavors with Cheese Biscuits at $26.99) designed for gifting, sampling, and basket expansion among individual US consumers.
- Bulk/Wholesale Cookie Orders Wholesale and bulk-format Cookie Squares and Cheese Biscuits packaged for offices, small businesses, cafés, and small retailers who need high-volume individually wrapped snacks that stand apart from standard vending options.
Quantifiable outcome
- Products certified Kosher and non-GMO verified
- +1 more outcomes
Companies that use Michel et Augustin
Customer profileSegments3 records
Ideal customer profiles3 records
Michel et Augustin technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Michel et Augustin partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, major and minor.
- Nonni's Foods LLCcoreParent company operating Michel & Augustin brand in the US. Based in Chicago, IL. Manages all US operations, e-commerce, and business activities for the Michel et Augustin cookie brand.
- Whole Foods MarketcorePrimary retail distribution partner with stores across the US including NY, PA, OH, MD, VA, DC, NJ, MI, CT, MA, DE, IN and other states. Products featured as premium imported French snack option.
- Fresh MarketmajorRegional specialty grocery chain partner with multiple locations across Eastern US carrying Michel & Augustin Cookie Squares and Cheese Biscuits.
- Community Event OrganizationsminorPartnership with meaningful and fun community events in New York and like-minded organizations across the US for brand exposure and marketing.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Michel et Augustin competitors and assessment
Company assessmentDirect peers
- Walkers Shortbread: Iconic Scottish butter shortbread brand sold globally in premium retail and gifting formats. Directly comparable to Michel et Augustin's butter-based shortbread Cookie Squares in ingredients, premium positioning, and gift/tin packaging strategy.
- Tate's Bake Shop: Premium thin-and-crispy cookie brand originally from Long Island, now owned by Mondelez and distributed nationally in conventional grocery. Competes head-to-head with Michel et Augustin in the premium cookie aisle, though at greater mass-market scale.
Emerging players
- Simple Mills: Better-for-you cracker and cookie brand using almond flour and clean-label ingredients. Competes with Michel et Augustin's Cheese Biscuits and cookie products in the natural/specialty channel on clean-label positioning, with a broader and faster-growing SKU portfolio.
- Lenny & Larry's: Premium protein-packed cookies and snack brand sold in natural/specialty and mass channels. Competes with Michel et Augustin for better-for-you snack occasions with stronger nutritional positioning.
- Made Good: Allergen-friendly cookies and granola bars sold in natural/specialty retail. Competes in the same Whole Foods/Fresh Market aisles with broader allergen-free credentials.
- Hu Kitchen: Premium clean-label chocolate and snack brand sold in natural/specialty retail. Overlaps with Michel et Augustin's premium chocolate-ganache Cookie Squares in better-for-you gifting occasions.
Broad incumbents
- Mrs. Fields: Established premium cookie brand with broad retail distribution and DTC gift channels. Comparable in cookie category and gift-box assortment strategy, though at much larger scale and more mass-market positioning.
- Pepperidge Farm: Mass-market cookie and cracker brand owned by Campbell Soup with deep conventional grocery distribution. Competes in cookies and cheese crackers against Michel et Augustin's portfolio, especially in mainstream retail.
- Nonni's Biscotti: Premium Italian-style biscotti brand under the same Nonni's Foods LLC parent that operates Michel et Augustin in the US. Shares corporate infrastructure, distribution, and premium baked-goods positioning.
- Annie's Homegrown: General Mills-owned natural foods snack brand with cookies and crackers in mainstream and natural channels. Comparable clean-label and natural-channel positioning with substantially greater scale and distribution.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Michel et Augustin social profiles
Digital presenceMichel et Augustin financial estimates
Financial estimateRevenue estimate
Valuation estimate
Michel et Augustin leadership team
Management profileNumber of profiles
Michel et Augustin funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Michel et Augustin M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Michel et Augustin
What does Michel et Augustin do?
Michel et Augustin manufactures and sells premium French-style baked snacks — primarily butter-based shortbread Cookie Squares filled with chocolate ganache, savory Cheese Biscuits made with real French Comté and Italian Parmesan, and curated Butter-Loving Bundles — sold through its own e-commerce site, Amazon, natural food retailers such as Whole Foods Market and Fresh Market, and bulk wholesale to offices and small businesses. Products are baked in France and individually wrapped for portion control.
Is Michel et Augustin a public or private company?
Michel et Augustin is a private company. It is classified as corporate owned and is currently operating.
When was Michel et Augustin founded?
Michel et Augustin was founded in 2004. It employs 11 to 50 people.
Where is Michel et Augustin based?
Michel et Augustin is headquartered in Brooklyn, United States, in the North America region.
How does Michel et Augustin make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale/Bulk B2B Sales and retail Distribution.
Who are Michel et Augustin's main competitors?
Direct peers on record are Walkers Shortbread and Tate's Bake Shop. Emerging players are Simple Mills, Lenny & Larry's, Made Good and Hu Kitchen. Broad incumbents are Mrs. Fields, Pepperidge Farm, Nonni's Biscotti and Annie's Homegrown.
Does Michel et Augustin have an API?
No public API is recorded for Michel et Augustin.
What industry is Michel et Augustin in?
Michel et Augustin's product category is Premium Cookies & Gourmet Snacks. Its primary akta.pro industry code is AFAKAAAG, Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused), with a secondary code of AFAIAFAG, Premium/Artisanal Bakery Wholesale. Its NAICS code is 311812 and its SIC code is 2050.