Maison Toussaint

What Maison Toussaint does

Maison Toussaint is a French artisanal bakery and confectionery company founded in 1996 by Pascal Toussaint in Chenôve near Dijon, France. The company operates from a dedicated manufacturing workshop in Arcelot, Burgundy, where all products are produced by hand under HACCP food safety standards without preservatives, colorants, or palm oil. Its signature product is the Gâteau aux épices — a moist spiced cake based on Pascal Toussaint's 2005 recipe that won the gold medal from the Confrérie du Pain d'épices de Dijon in 2008 (after a silver medal in 2007). The product line extends across Pain d'épices, Nonnettes (Cassis, Gianduja, Orange), Les Bons Sablés shortbreads, gluten-free Les Demoiselles sablés, Les EFTI meringues, Les Arcelottes meringues, and Bonbons ARLECCHINO praline chocolates, plus professional HORECA bulk formats (760g, 2.85kg).

The company operates a multi-channel go-to-market. Direct-to-consumer revenue flows through a Shopify-powered e-commerce store (boutiquemaisontoussaint.com) shipping to 12+ countries with multi-currency support, and through company-owned and franchised physical boutiques in the Dijon area featuring tasting spaces. B2B revenue is generated through wholesale to fine food resellers (épiceries fines) and cheese shops in France and internationally, and through HORECA bulk sales targeting hotels, cafés, and restaurants. A franchise program is actively recruiting entrepreneurs, with two new boutiques opened in the last two years. Pricing is unit-based with retail items ranging from approximately €6 to €16 and HORECA bulk formats at €20 (760g) and €59 (2.85kg); free shipping applies in France for orders over €50.

Maison Toussaint is privately held with no disclosed institutional investment or external ownership. The founder's name remains central to the brand identity. The company's competitive position rests on its artisanal production method, award-winning signature recipe, HACCP-certified in-house manufacturing, multi-channel distribution, and an expanding franchise and international footprint spanning Europe, North America, and Asia.

Name

Maison Toussaint

Legal name

Maison Toussaint

Website

https://boutiquemaisontoussaint.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

French artisanal bakery founded in 1996 near Dijon, producing hand-crafted spiced cakes, gingerbread, shortbreads, meringues, and confectionery. Sells via DTC e-commerce, boutiques, a growing franchise network, fine food resellers, and HORECA channels across 12+ countries.

Ownership category

akta.pro rank

Product category

Artisanal French Bakery and Confectionery

NAICS

Bakeries and Tortilla Manufacturing (3118), Retail Bakeries (311811), Sugar and Confectionery Product Manufacturing (3113), Baked Goods Retailers (445291)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060), Cookies & Crackers (2052), Retail-Eating Places (5812)

akta.pro primary industry

Patisseries & Viennoiserie (French-Style) (THAFAFAB)

akta.pro secondary industries

Patisseries & Dessert Boutiques (CRAHAGAB), Cookie & Brownie Shops (THAFAGAF), Cake Shops & Custom Celebration Cakes (THAFAFAC), Chocolate & Confectionery Patisseries (Bonbons, Truffles, Macarons) (THAFAFAL)

Keywords

• Artisanal French bakery
• Pain d'épices producer
• Spiced cake confectionery
• Artisan shortbread biscuits
• Gourmet French food gifts

Headquarters

HQ city

Arceau

HQ country

France

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct e-commerce sales: Online sales through owned Shopify storefront. Customers purchase individual products or HORECA bulk formats. International shipping available to 12+ countries with free shipping in France from €50.
2. Retail boutique sales: Revenue from company-owned and franchised physical boutique locations. Boutiques feature tasting spaces and offer a discovery/sharing experience.
3. Wholesale to resellers: Products sold through a network of fine food resellers (épiceries fines) and gourmet retail partners, both in France and internationally.
4. HORECA B2B sales: Bulk product formats (760g, 2.85kg) targeting hotels, cafés, and restaurants (CHR). Products include Gâteau aux épices in professional sizes.
5. Franchise fees and royalties: Revenue from franchise model — entrepreneurs open franchised Maison Toussaint boutiques using the brand's proven concept, with comprehensive support from the franchisor.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Maison Toussaint is an artisanal French bakery and confectionery producer founded in 1996 near Dijon that hand-crafts its signature spiced cake (Gâteau aux épices), pain d'épices, nonnettes, sablés, meringues, and praline chocolates at a HACCP-certified atelier in Arcelot, distributing them through its own e-commerce storefront, company and franchise boutiques, fine food resellers, and a dedicated HORECA bulk-format line for hotels, restaurants, and cafés.

Product overview

Maison Toussaint is an artisanal French bakery and confectionery company founded in 1996 near Dijon, specializing in traditional spiced cakes and gingerbreads. The core product line centers on the signature Gâteau aux épices, which won the Gold Medal from the Confrérie du Pain d'épices de Dijon in 2008, available in multiple sizes (80g to 440g) and varieties including Nature, Crème de Noisettes, Figue, Oranges Confites, and seasonal Festive and Christmas star formats. Supporting products include Pain d'épices (gingerbread for toasts), hand-filled Nonnettes (Cassis, Gianduja, Orange), Les Bons Sablés and Les Demoiselles shortbread cookies, Les EFTI artisanal meringues, Les Arcelottes meringues with pain d'épices, and Bonbons ARLECCHINO praline chocolates. The HORECA line provides professional bulk formats for hotels, restaurants, and cafes. All products emphasize artisanal craftsmanship, carefully selected ingredients, and are made without preservatives or artificial colors, with HACCP food safety compliance.

Differentiator

Problem solved

Functional benefit

Brands

• Les Bons Sablés: Artisanal shortbread cookies made with butter, available in various flavors including dark chocolate, caramel, and hazelnuts from France.
• Les Arcelottes
• Les Efti
• Nonnettes
• Les Demoiselles

Products and services

• Gâteau aux épices (Signature Spiced Cake) The signature hand-crafted spiced cake of Maison Toussaint, distinguished by its moistness (moelleux) and made with fragrant honey and a balanced spice blend. Available across multiple varieties — Nature, Figue (fig), Crème de Noisettes (Gianduja-hazelnut filled), Oranges Confites, Festive (Christmas gift box), and L'Étoile de Noël (star-shaped Christmas) — and in retail sizes of 80g, 240g, and 440g. Targeted at consumers seeking premium French artisanal gifts, seasonal treats, and gourmet pairings.
• Pain d'épices Toussaint Traditional French gingerbread (pain d'épices) with a slightly firmer texture than the Gâteau aux épices, intended for toasting and pairing with foie gras (the 'Spécial Toast & Foie Gras' variant). Available in 250g and 500g formats. Targeted at consumers and HORECA professionals for use as breakfast toast, aperitif pairing, or foie gras accompaniment.
• Nonnettes Soft, generously hand-filled small cakes in 180g boxes of six pieces. Available in Cassis (blackcurrant), Gianduja (chocolate-hazelnut), and Orange varieties, at approximately €52.78/kg. Targeted at individual consumers for gifting and snacking.
• Les Bons Sablés Handcrafted French shortbread cookies made with butter, available in Pur Beurre (plain butter), Dark Chocolate, Caramel (Karamel), Speculoos, and Noisettes de France (French hazelnut) varieties at roughly €7 per box. Targeted at consumers seeking premium artisan biscuits and gifts.
• Les Demoiselles (Gluten-Free Sablés) Gluten-free artisan shortbread cookies made with rice flour in Bergamote, Citron (candied lemon), and Orange varieties at roughly €7 per box. Targeted at gluten-intolerant and health-conscious consumers seeking premium French biscuits.
• Les EFTI (Artisanal Meringues) Crunchy, melt-in-your-mouth artisanal meringues in Chocolate, Café (coffee), Amandes/Noisettes à la Vanille (almond & hazelnut with vanilla), and Cacahuète (peanut) varieties. Gluten-free. Targeted at individual consumers and tea-time/biscuit enthusiasts.
• Les Arcelottes (Pain d'Épices Meringues) Fine meringues made with the pain d'épices spice blend, in a 95g format priced at €8.00. Targeted at individual consumers seeking a signature, location-named artisanal confection.
• Bonbons ARLECCHINO Piedmont hazelnut praline coated in melting chocolate, sold in a 100g box at €8.50 (€62.50/kg). Targeted at consumers seeking premium French chocolate-pastry confections.
• HORECA Bulk Gâteau aux épices Dedicated B2B bulk format of the signature Gâteau aux épices for hotels, restaurants, and cafés (CHR/HORECA). Available in 760g (€20.00, €26.31/kg) and 2.85kg (€59.00) sizes. Targeted at HORECA procurement for menu use, breakfast service, and dessert applications.

Quantifiable outcome

• Gold medal from Confrérie du Pain d'épices de Dijon (2008)

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Scale indicators3 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Poilâne: Iconic Parisian artisanal bakery renowned for its sourdough pain Poilâne and sablés. Operates a global DTC and boutique model with similar Made-in-France artisanal positioning, though focused on bread and shortbread rather than spiced cakes.
• Bonne Maman: Iconic French artisanal food brand (jams, biscuits, desserts) sold across all major French retailers and internationally. Comparable on the artisanal/Made-in-France positioning and broad product portfolio, though at much larger scale with industrial production.
• Ladurée: French luxury patisserie brand with international boutique network, DTC e-commerce, and gift-oriented positioning. Comparable on artisanal French heritage, multi-channel DTC + boutique strategy, and international premium gifting model.

Direct peers

• Maison Boissier: French artisanal confectionery and biscuit maker with comparable heritage positioning, seasonal gift SKUs, boutique retail presence, and a broad product range spanning biscuits, chocolates, and traditional French sweets.
• Mulot et Petitjean: Historic Dijon-based pain d'épices specialist founded in 1796. Closest direct competitor to Maison Toussaint, sharing both the pain d'épices category anchor and Burgundy heritage. Both target the same fine food reseller and HORECA channels.
• La Mère Poulard: Historic French artisanal biscuit and confectionery brand (Mont-Saint-Michel) operating through DTC e-commerce, retail boutiques, fine food resellers, and HORECA channels — closely mirroring Maison Toussaint's distribution mix and premium gift positioning.
• Maison Fossier: Reims-based French biscuit and confectionery specialist (Biscuits Roses de Reims) with a comparable artisanal heritage, multi-channel distribution (DTC, boutiques, fine food resellers), and gift-oriented positioning targeting tourists and gourmet consumers.
• Biscuiterie de la Mère Poulard: Specializes in French artisanal butter biscuits and sablés sold through DTC and HORECA channels. Overlaps with Maison Toussaint's Les Bons Sablés line and competes for the same French artisanal cookie gifting occasions.
• Fortwenger: Alsatian pain d'épices manufacturer with a long heritage, offering both artisanal and gifting formats comparable to Maison Toussaint's product line. Competes directly in the French specialty pain d'épices category and gift box segment.

Regional players

• Biscuits Fossier: Smaller artisanal biscuit maker focused on the Reims regional market with DTC and reseller channels. Comparable artisanal positioning but with a more limited geographic footprint than Maison Toussaint's international export reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/maisontoussaint21
• Instagraminstagram.com/maisontoussaint
• LinkedInlinkedin.com/company/maison-toussaint-21

Compliance1 record

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 Maison Toussaint