Allow Them To Eat Cookies! Michel et Augustin Produces Community and Connecting Possibilities Around Kooky Confections

The Quick Version: When Marie Antoinette mentioned, “allow them to consume meal,” it could have already been because she ended up being hogging the Michel et Augustin snacks for by herself. Childhood friends Michel and Augustin met in secondary school, and, whenever they discovered their xxx 9-to-5 jobs to be unfulfilling, they started a cookie organization with a foundation in French pastry. Fast forward 13 decades, while the two buddies have offices in France and ny and so are seducing the entire world along with their cookies, pastries, yogurts, mousses, as well as other sweets made with straightforward, pronounceable ingredients. The duo also will teach aspiring bakers that mastering the skill of French pastry is attainable through their unique recipe books and entertaining available residence courses. Michel and Augustin’s dream is straightforward: to help make the world smile and get together over a shared love of desserts.


The storyline of Michel et Augustin began simply adequate. Two men began palling around in secondary school and became good friends. But, just like many teenage relationships, both parted steps after graduation to follow along with unique paths.

Michel found himself involved in financing in nyc, and Augustin ended up being involved in advertising for Air France. But both quickly turned into disillusioned with the 9-to-5 routine associated with the business community. They reconnected together with duo devised a wild propose to discover all 1,263 bakeries in France and establish a guide to top confectioneries the country had to provide. They had written a book about any of it — their own basic collaboration!

After completing their own quest, in 2004, Michel and Augustin aproned-up and set out on a new adventure: cooking in Augustin’s home. Their purpose would be to make a type of snacks also sweets made out of 100% natural ingredients and really love. And, after tirelessly evaluating and tasting over 300 meals, their very first mixture was born: the small spherical butter cookie. Michel et Augustin came to be!

The two found fast achievements, and additionally they continue steadily to innovate a lot more tasty projects, for example a decadent yogurt in a bottle, which had been uncovered only one time Michel and Augustin recognized their own valued cow could produce significantly more than butter. They market items making use of the signature “kookiness” additionally the joy they infuse to their yummy treats.

Spreading a fascination with French Pastry across World

Michel et Augustin is focused on more than just producing a delicious cookie. The firm is actually bent on attracting from France’s wealthy cooking background to create masterful desserts.

“It’s not nearly snacks — it’s about a love of French pastry,” stated Lily Dionne-Jermanovich, Michel et Agustin’s Communications and Content Director. “everything we make is related to French pastry methods. We now have a truly strong union with pastry producing as an organization.”

But Lily informed united states an affinity for and mastery of French pastry isn’t just reserved your item builders (they refer to them as the “recipe group”) at Michel et Augustin. A portion of the business’s kooky society is actually discussing the love and knowledge of pastry generating therefore every member of the group, in France and Brooklyn, can teach become a French pastry chef and make the national exam (known as a “C.A.P.”). That way, everyone can participate in innovating new dishes and talk knowledgeably with fans, customers, and customers.

“once per week in France and once four weeks in nyc, all of our Banana Farm (“office”) becomes a pastry class where our company is going right through a vintage curriculum of French pastry and training when it comes down to official certification,” she mentioned. “no matter whether you are a website developer or in product sales — the opportunity is motivated for every.”

Though Michel et Augustin offers a very expansive brand in France, the organization sticks to the exact same principles and concepts of design for several items.

“The thing all our items have in common is actually a real attention to taste and the constituents,” Lily said. “We focus on the top quality and ease-of-use on the materials, and attempt to maintain the ingredient listing as pronounceable as you can.”

This results not only in a yummy decadence, but a delicacy it is possible to feel good about consuming with your significant other.

An accumulation Treats ideal for discussing together with your Sweetheart

There’s just some thing about sharing sweets that starts your day right or ends a great time. And Michel et Augustin’s designs were meant for just such events.

“It is a moment of extravagance at the end of a date,” Lily stated. “It really is tasty and made with clean elements, hence helps make the second that much much better. It feels good to engage.”

With the amount of worthy treats to choose from, there’s no want to pick just one. While there are many even more options in France — from chocolate mousse to decadent yogurts and, definitely, unique cookies — there are lots of available options in the usa as well.

Lily was rapid to recommend an ideal snacks to give to or appreciate with this someone special.

“Our popular cookie is our 4-Cookie Squares,” she said. “they have been like small square tarts, can be bought in three types, might be therefore effortlessly shared. We also provide Cookie Buttons, which are hazelnut chocolate processor chip snacks with hazelnut ganache in. They arrive in packs of two — one personally, choice for you!”

For lovers which enjoy their own early morning routine with each other, Lily informed us Puff Palmiers tend to be an attractive a.m. alternative.

“These are generally puff pastry and taste like Elephant Ears,” she stated. “They’re awesome light and flaky and perfect for sharing more than morning meal with coffee or at beverage time.”

Whether both you and your honey tend to be chocoholics or value the delicate butteriness of caramel (or all things in between), Michel et Augustin has actually a worthy combat for sharing (or sneaking down with for your own personel clandestine cookie event).

Join up at Banana Farm

Michel et Augustin’s approach is the fact that the pleasure of candies is in the sharing. So that it should not be any shock neighborhood wedding is a large the main company’s company mission. Everybody is invited to end in and chat (and taste cookies) at their unique Banana Farms (practices) in Paris, Lyon, or Brooklyn.

This mindset began on start on the business and is also part of its center. And Lily mentioned this viewpoint is actually exemplified into the businesses available houses.

“immediately, Michel and Augustin opened up the doorways of these apartment to next-door neighbors, friends, clients, and passersby, for individuals to provide all of them feedback, to taste snacks, to flavor new meals these people were testing, also to hang out together with them and talk about whatever they had been doing,” she mentioned. “It’s something that’s important to united states nowadays.”

Start house in the Banana Farm takes place throughout the basic Thursday of every month in France and New York. Lily informed us these activities provide a way for the organization giving back again to town by training them concerning the history and methodologies of French pastry.

“We invite everyone else, family members, friends, customers, and consumers in the future share meals,” she mentioned. “We perform flavor assessments, focus groups, and perform video games. It really is a genuine community occasion.”

It’s not only fun and tummy-pleasing to go to, in case you do not have a cookie friend, think of all the other dessert aficionados you can fulfill within Banana Farm. In the end, if someone likes Michel et Augustin treats, you know they usually have great style, and you will have one thing to bond more than.

Michel et Augustin: dedicated to Random Acts of Kookiness

In genuine Michel and Augustin kind, the duo began a Random Acts of Kookiness effort to encourage and please the public. From a tribute to Michael Jackson on the cookie rectangular occasion and their torrid Greek story, Michel and Augustin infuse hilarity and happiness into all they actually do. You can observe exactly why their own goodies are incredibly addictive — they’re made out of 100 % natural ingredients and great vibes.

Up then for any organization is a unique cookbook whose goal is to assist US readers and others tackle the intimidation involving French pastry.

“we are creating a French pastry cookbook for all the me, and it’s about finding pleasure in these extremely tough dishes,” Lily mentioned. “we are breaking it down and claiming it can be done. When we can, everyone can, therefore’re revealing all of our progress.”

Michel et Augustin can be looking to launch its well-known candy mousse in the US.

“All of our dream for the candy mousse is to seduce The united states’s preferences.”

And, after tasting the company’s cookies alongside treats, the US is actually without doubt set for a long relationship with that mousse.

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