Allow Them To Eat Cookies! Michel et Augustin Creates Community and Connecting Opportunities Around Kooky Confections

The Quick type: whenever Marie Antoinette mentioned, “allow them to consume cake,” it might were because she was hogging all the Michel et Augustin cookies for by herself. Youth friends Michel and Augustin found in middle school, and, once they found their own person 9-to-5 tasks becoming unfulfilling, they started a cookie company with a foundation in French pastry. Quickly onward 13 many years, together with two buddies have actually workplaces in France and New York and therefore are seducing globally due to their snacks, pastries, yogurts, mousses, and various other sweets made with simple, pronounceable elements. The duo also teaches aspiring bakers that mastering the skill of French pastry is attainable through their cookbooks and interactive available residence courses. Michel and Augustin’s dream is easy: to help make the globe look and come together over a shared love of candies.


The story of Michel et Augustin began just sufficient. Two young men started palling around in middle school and became good friends. But, just like a lot of teenage relationships, the two parted ways after graduation to check out their routes.

Michel found himself doing work in finance in New York, and Augustin had been doing work in advertising and marketing for Air France. But both quickly became disillusioned with all the 9-to-5 work of the business community. They reconnected and duo devised a wild propose to discover all 1,263 bakeries in France and establish a guide to the number one confectioneries the nation had to provide. They penned a manuscript about this — their own basic collaboration!

After doing their unique quest, in 2004, Michel and Augustin aproned-up and set on an innovative new adventure: cooking in Augustin’s cooking area. Their own mission would be to make a line of cookies and other desserts made out of natural ingredients and love. And, after tirelessly evaluating and sampling over 300 recipes, their unique basic concoction was born: the little circular butter cookie. Michel et Augustin was created!

The pair discovered quick achievements, plus they always innovate much more tasty designs, including a decadent natural yogurt in a container, that has been found only once Michel and Augustin understood their unique prized cow could generate a lot more than butter. They sell their products or services together with the signature “kookiness” and pleasure they infuse into their yummy treats.

Dispersing a Love for French Pastry across the World

Michel et Augustin is focused on more than simply producing a tasty cookie. The organization is actually bent on attracting from France’s wealthy cooking background to create masterful sweets.

“it isn’t about cookies — it is more about a love of French pastry,” said Lily Dionne-Jermanovich, Michel et Agustin’s Communications and material Director. “everything we make is related to French pastry methods. There is a very strong relationship with pastry generating as an organization.”

But Lily told you an affinity for and expertise of French pastry is not just set aside for any product designers (they refer to them as the “recipe staff”) at Michel et Augustin. Part of the business’s kooky culture is sharing the love and expertise of pastry producing very every person in the group, in France and Brooklyn, can train is a French pastry cook and make national exam (acknowledged a “C.A.P.”). In this way, everybody is able to be involved in innovating brand new dishes and speak knowledgeably with fans, customers, and consumers.

“weekly in France and when a month in ny, the Banana Farm (“office”) turns into a pastry class where we have been going through a vintage curriculum of French pastry and education for any official certification,” she said. “no matter whether you’re a webpage creator or even in revenue — the chance is urged regarding.”

Though Michel et Augustin supplies a expansive brand in France, the organization sticks into the exact same principles and axioms of design for several products.

“the one thing our products have as a common factor is a proper attention to flavor also to the constituents,” Lily mentioned. “We focus on the top quality and user friendliness of the elements, and try to keep carefully the element list as pronounceable as you possibly can.”

This results not just in a tasty decadence, and a goody you are able to feel good about ingesting with your someone special.

An accumulation Treats ideal for discussing along with your Sweetheart

Thereis just something about revealing candies that starts the day correct or closes an amazing date. And Michel et Augustin’s creations had been meant for only this type of occasions.

“its a moment in time of extravagance at the end of a date,” Lily stated. “It’s tasty making with thoroughly clean components, which helps make the second that much much better. It feels good to enjoy.”

With so many worthy goodies available, there’s really no need to pick just one single. While there’s a lot of a lot more options in France — from chocolate mousse to decadent yogurts and, obviously, unique snacks — there are many options available in america aswell.

Lily was rapid to advise the most wonderful treats to give to or delight in thereupon significant other.

“our very own best-selling cookie is our very own 4-Cookie Squares,” she mentioned. “they’ve been like small square tarts, appear in three types, and certainly will be therefore quickly provided. We likewise have Cookie Buttons, that are hazelnut candy chip snacks with hazelnut ganache in. They are available in packages of two — one for my situation, choice for you!”

For lovers which love their unique morning ritual together, Lily told united states Puff Palmiers tend to be a beautiful a.m. alternative.

“they have been puff pastry and taste like Elephant Ears,” she stated. “They can be super light and flaky and ideal for revealing more than morning meal with coffee or at tea time.”

Whether you and your honey tend to be chocoholics or appreciate the fragile butteriness of caramel (or all things in between), Michel et Augustin has a worthwhile treat for discussing (or sneaking off with for your own clandestine cookie affair).

Join up At the Banana Farm

Michel et Augustin’s viewpoint is that the joy of sweets is in the sharing. So it should not be any surprise neighborhood engagement is big a portion of the business’s company mission. Everyone is invited to stop in and chat (and taste snacks) at their Banana Farms (practices) in Paris, Lyon, or Brooklyn.

This attitude began during the beginning of the business and it is element of their core. And Lily mentioned this approach is actually exemplified when you look at the company’s available homes.

“straight away, Michel and Augustin exposed the doors regarding apartment to neighbors, pals, customers, and passersby, for folks to provide them feedback, to flavor snacks, to flavor brand new recipes these people were testing, also to go out together with them and mention whatever they happened to be doing,” she said. “It’s something that’s really important to us now.”

Start residence within Banana Farm happen from the first Thursday each and every month in France and New York. Lily informed you these occasions present a way for all the business supply returning to town by instructing them concerning history and strategies of French pastry.

“We invite every person, household, pals, consumers, and consumers ahead show quality recipes,” she stated. “We perform flavor examinations, focus groups, and play games. It’s a real society event.”

It’s not only fun and tummy-pleasing to wait, however if you lack a cookie friend, imagine all of those other dessert aficionados you could fulfill at the Banana Farm. After all, when someone likes Michel et Augustin treats, you are aware they’ve got great style, and you will have something you should bond over.

Michel et Augustin: invested in Random Acts of Kookiness

In genuine Michel and Augustin form, the duo started a Random Acts of Kookiness initiative to encourage and delight the public. From a tribute to Michael Jackson towards the cookie square occasion as well as their torrid Greek account, Michel and Augustin infuse hilarity and delight into all they actually do. You can observe why their unique treats are addicting — they are made with 100 % natural ingredients and great vibes.

Up then the business is actually a cookbook whose goal is to assist US audience yet others tackle the intimidation involving French pastry.

“We’re producing a French pastry cookbook for the US, and it’s about finding pleasure in these very difficult dishes,” Lily said. “we are busting it down and saying you can do it. Whenever we can, anyone can, and now we’re sharing our progress.”

Michel et Augustin can also be trying release its famous candy mousse in america.

“Our dream for the chocolate mousse is seduce The usa’s preferences.”

And, after tasting the company’s snacks along with other treats, the US is definitely set for an extended love affair with this mousse.

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