Aux Merveilleux de Fred

Name

Aux Merveilleux de Fred

Legal name

Aux Merveilleux de Fred

Website

https://auxmerveilleux.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

251–500 employees

Ownership category

akta.pro rank

Product category

Artisan French Pastries

NAICS

Retail Bakeries (311811), Chocolate and Confectionery Manufacturing (31135), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060)

akta.pro primary industry

Patisseries & Viennoiserie (French-Style) (THAFAFAB)

akta.pro secondary industries

Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL), Specialty Chocolatiers & Confectionery (CRAHAGAH)

Keywords

• Artisan French pastries
• Meringue cakes
• Belgian brioche loaves
• Specialty bakery retail
• Artisan viennoiseries

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices18 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Bakery Sales: Direct retail sales of pastries and cakes through company-owned stores. Products include Merveilleux cakes (available in mini, individual, and cake sizes), cramiques, waffles, meringues, and pastries/viennoiseries. Customers purchase in-store for immediate consumption or special occasions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Aux Merveilleux de Fred is an artisan French patisserie chain that handcrafts and sells traditional Flemish specialty pastries, with the signature Merveilleux cake (layers of light meringue and whipped cream) at the core. All products are made fresh daily on-site in each store's atelier, visible to customers, and include meringue-based cakes, Cramiques (Belgian brioche loaves), waffles, meringues, and viennoiseries (croissants, pain au chocolat, pain au lait).

Product overview

Aux Merveilleux de Fred is an artisan French patisserie offering a portfolio of traditional Flemish specialties. The core product line centers on the Merveilleux family (6+ varieties including Merveilleux, L'Incroyable, L'Impensable, Le Sans-Culotte, Le Magnifique, L'Excentrique), available in Mini, Individual, and Cake sizes (4-16+ portions), plus limited seasonal Ephemeral editions. Supporting product categories include Cramiques (5 Belgian brioche varieties), Waffles (4 flavors in packs of 6), Meringues (twist format), and Viennoiseries (Croissant, Pain au chocolat, Pain au lait with/without ganache). All products are handmade in-store using traditional artisan methods, with 31 total products across 5 categories. The company operates 19+ stores internationally in France, Canada, UK, Germany, Switzerland, Belgium, Japan, Czech Republic, UAE, Spain, and USA.

Differentiator

Problem solved

Functional benefit

Products and services

• Merveilleux The signature cake from Northern France and Flanders, composed of alternate layers of airy meringue and whipped cream, coated with chocolate shavings. Available in mini, individual, and cake sizes (4 to 16+ portions).
• L'Incroyable Meringue cake with speculoos biscuit and whipped cream, coated with shaved white chocolate. Features an added layer of speculoos biscuit.
• L'Impensable Meringue cake with coffee whipped cream, coated with crystallized meringue. Coffee-flavored variation of the Merveilleux.
• Le Sans-Culotte Meringue cake with caramel whipped cream, coated with crystallized meringue. Caramel-flavored Merveilleux variant.
• Le Magnifique Meringue cake with praline whipped cream, coated with crushed caramelized almonds and hazelnuts.
• L'Excentrique Meringue cake with cherry whipped cream, coated with crystallized meringue. Cherry-flavored Merveilleux variant.
• Ephemeral Limited Edition Merveilleux Seasonal limited-edition Merveilleux flavors that rotate throughout the year (e.g., Lemon, Chestnut, Mango-Passion). Available in mini format with 24-hour shelf life.
• Box of Mini Merveilleux Customizable assortment boxes of mini Merveilleux available in 6, 10, or 16 piece versions for gifting or events.
• Cramiques Belgian brioche loaf from Northern France with pearl sugar and chocolate chips. Available in Chocolate, Sugar, Raisin, Raisin & Sugar, and Plain varieties. Baked fresh daily.
• Waffles Belgian-style fluffy waffles made from brioche dough, handmade and cooked in a waffle iron. Available in Vanilla, Vergeoise (brown sugar), Coffee, and Biscoff butter flavors. Packaged in sets of 6.
• Meringues Meringue twists that are crunchy on the outside and melting on the inside. Made with cooked eggs. The only lactose-free product in the range.
• Pain au lait Viennoiserie made from brioche dough. Available plain or filled with homemade dark chocolate ganache.
• Croissant Crispy pastry made from leavened puff pastry with butter. Classic French viennoiserie.
• Pain au chocolat Chocolate-filled pastry made from leavened puff pastry with butter.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Two partnerships are on record, tiered minor.

• Deliveroo (Dubai)minorChannel Partner/ Reseller/ DistributorThird-party food delivery partnership for home delivery service in Dubai location.
• DoorDash (Montreal)minorChannel Partner/ Reseller/ DistributorThird-party food delivery partnership for home delivery service in Montreal location.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Ladurée: Ladurée is a luxury French patisserie famous for macarons, viennoiseries, and signature cakes, operating internationally in premium locations. Directly comparable to Aux Merveilleux de Fred in positioning (premium French heritage patisserie), product mix (meringue/cream-based confections, viennoiseries), and global retail model across major cities.
• Pierre Hermé Paris: Pierre Hermé is a haute patisserie brand known for signature cakes, macarons, and plated desserts, with boutiques in Paris, London, Tokyo, and other prestige cities. Comparable to Aux Merveilleux de Fred as a chef-led, premium-positioned French patisserie with international flagship stores and a couture-style product narrative.
• Maison Kayser: Maison Kayser is a French artisan boulangerie/patisserie chain with hundreds of stores globally, offering breads, viennoiseries, and pastries made on-site. Comparable to Aux Merveilleux de Fred through its French artisan heritage, international footprint, in-store production model, and premium positioning across bakery categories.
• La Maison du Chocolat: La Maison du Chocolat is a French premium chocolatier with boutiques worldwide, focused on chocolate-covered confections and gift boxes. Comparable to Aux Merveilleux de Fred in premium positioning, French heritage, gifting-driven assortment, and selective international flagship presence in cities like NYC, London, and Tokyo.
• Paul (Boulangerie): Paul is a historic French bakery chain offering breads, viennoiseries, pastries, and sandwiches with a global footprint. Comparable to Aux Merveilleux de Fred as a French-origin artisan bakery with international expansion, traditional recipes, and a similar product mix (brioches, viennoiseries, pastries), though at a broader price-positioning.
• Dominique Ansel Bakery: Dominique Ansel Bakery is a French chef-founded premium patisserie in NYC and London, famous for the Cronut and experiential in-store production. Comparable to Aux Merveilleux de Fred through its chef-led brand, theatrical in-store preparation, signature hero product, and premium experiential positioning in major international cities.
• Angelina Paris: Angelina is a historic Parisian patisserie/tea room known for its Mont-Blanc and signature pastries, with locations in Paris, Tokyo, Dubai, and other premium cities. Comparable to Aux Merveilleux de Fred as a heritage French patisserie brand with international flagship stores and a strong signature dessert identity.
• Café Pouchkine: Café Pouchkine is a luxury Franco-Russian patisserie chain with stores in Paris, Moscow, and other premium locations, known for high-end cakes and tea-room experience. Comparable to Aux Merveilleux de Fred through premium positioning, ornate store decor, signature cakes, and selective international rollout in prestigious cities.

Emerging players

• Du Pain et des Idées: Du Pain et des Idées is a Parisian artisan boulangerie/patisserie renowned for handcrafted pastries and viennoiseries. Comparable to Aux Merveilleux de Fred through its artisan hand-made philosophy, signature hero products (e.g., escargot pistache-chocolat), and French heritage, though with a smaller and primarily Paris-based footprint.
• Stohrer (Maison Stohrer): Stohrer is Paris's oldest patisserie (founded 1730), specializing in traditional French pastries including the Baba au Rhum and signature cream puffs. Comparable to Aux Merveilleux de Fred as a heritage French patisserie with signature hero products, traditional recipes, and an emphasis on artisan craftsmanship, though primarily single-location.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/auxmerveilleuxdefred
• Xx.com/auxmervdefred

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Aux Merveilleux de Fred