Permit Them To Eat Cookies! Michel et Augustin Produces Community and Bonding Possibilities Around Kooky Confections

The Quick Version: whenever Marie Antoinette said, “allow them to eat cake,” it would likely currently because she had been hogging the Michel et Augustin snacks for by herself. Childhood friends Michel and Augustin came across in secondary school, and, once they discovered their unique adult 9-to-5 jobs are unfulfilling, they started a cookie company with a foundation in French pastry. Fast onward 13 years, and also the two friends have practices in France and nyc and are usually attracting globally through its snacks, pastries, yogurts, mousses, along with other desserts created using easy, pronounceable components. The duo additionally instructs aspiring bakers that learning the art of French pastry is attainable through their unique recipe books and interactive available household courses. Michel and Augustin’s dream is straightforward: to help make the world look and bond over a shared passion for candies.


The story of Michel et Augustin began just enough. Two young men started palling around in secondary school and turned into good friends. But, much like many adolescent friendships, the two parted means after graduation to adhere to their very own paths.

Michel discovered themselves working in financing in New York, and Augustin was employed in marketing and advertising for Air France. But both shortly turned into disillusioned aided by the 9-to-5 work of this business community. They reconnected together with duo devised a wild decide to find out all 1,263 bakeries in France and establish a guide to top confectioneries the united states needed to provide. They typed a book about any of it — their very first cooperation!

After completing their own pursuit, in 2004, Michel and Augustin aproned-up and set on an innovative new adventure: cooking in Augustin’s kitchen area. Their goal were to develop a type of cookies and various other desserts made with 100 % natural ingredients and love. And, after tirelessly screening and tasting over 300 recipes, their own very first concoction was given birth to: the small spherical butter cookie. Michel et Augustin was given birth to!

The pair discovered fast achievements, plus they always innovate a lot more delicious projects, instance a decadent yogurt in a container, which was uncovered just once Michel and Augustin recognized their unique prized cow could develop a lot more than butter. They sell their products or services with all the trademark “kookiness” plus the happiness they infuse into their yummy snacks.

Dispersing a Love for French Pastry across the World

Michel et Augustin concerns more than just generating a tasty cookie. The firm is bent on attracting from France’s wealthy cooking history to generate masterful sweets.

“It’s not practically cookies — it is more about a passion for French pastry,” said Lily Dionne-Jermanovich, Michel et Agustin’s Communications and Content Director. “almost anything we make is linked to French pastry techniques. We have a very powerful connection with pastry creating as a business.”

But Lily informed us an affinity for and expertise of French pastry is not only set aside for any product builders (they refer to them as the “recipe staff”) at Michel et Augustin. Part of the organization’s kooky tradition is discussing the enthusiasm and knowledge of pastry making so every person in the group, in France and Brooklyn, can prepare to get a French pastry chef and do the national test (titled a “C.A.P.”). That way, everybody is able to participate in innovating brand new recipes and talk knowledgeably with fans, customers, and consumers.

“once weekly in France and when a month in New York, all of our Banana Farm (“office”) turns into a pastry class where we’re going through a vintage curriculum of French pastry and training when it comes down to certification,” she stated. “It doesn’t matter if you’re a webpage creator or in revenue — the chance is promoted for many.”

Though Michel et Augustin provides a expansive brand in France, the firm sticks for the exact same basics and concepts of design for all services and products.

“finished . our products have as a common factor is actually an actual focus on flavor and also to the constituents,” Lily mentioned. “We focus on the high quality and ease associated with the materials, and then try to maintain the element list as pronounceable as you are able to.”

This effects not just in a tasty decadence, but in addition a goody it is possible to be ok with ingesting with your someone special.

An accumulation Treats excellent for Sharing together with your Sweetheart

Thereis just one thing about discussing desserts that starts a single day appropriate or closes an amazing go out. And Michel et Augustin’s designs had been intended for only this type of occasions.

“It is a minute of indulgence at the conclusion of a night out together,” Lily mentioned. “It’s tasty making with thoroughly clean components, and this makes the minute that much much better. It feels good to enjoy.”

Because of so many worthwhile goodies to choose from, there’s no have to choose only one. While there are many even more solutions in France — from candy mousse to decadent yogurts and, of course, one-of-a-kind cookies — there are numerous available options in the US as well.

Lily was actually quick to recommend the right treats to provide to or enjoy with this someone special.

“our very own best-selling cookie is actually our 4-Cookie Squares,” she stated. “These include like small square tarts, are available three tastes, and will be therefore effortlessly provided. We likewise have Cookie Buttons, which have been hazelnut chocolate processor snacks with hazelnut ganache in. They show up in packages of two — one for my situation, choice for you!”

For lovers who enjoy their early morning routine together, Lily informed united states Puff Palmiers are a gorgeous a.m. option.

“they truly are puff pastry and taste like Elephant Ears,” she said. “they are super light and flaky and perfect for revealing over breakfast with coffee or at tea time.”

Whether your honey tend to be chocoholics or value the sensitive butteriness of caramel (or all things in between), Michel et Augustin provides a deserving combat for discussing (or sneaking off with for your own personel clandestine cookie affair).

Get Involved At the Banana Farm

Michel et Augustin’s approach is the fact that the pleasure of sweets is in the sharing. Therefore it should be no surprise neighborhood engagement is actually a sizable the main organization’s company objective. Most people are asked to prevent in and chat (and flavor cookies) at their unique Banana Farms (offices) in Paris, Lyon, or Brooklyn.

This mindset started on start from the business and is section of its key. And Lily noted this viewpoint is actually exemplified inside the organizations available houses.

“straight away, Michel and Augustin exposed the doorways regarding apartment to neighbors, buddies, customers, and passersby, for people to give all of them comments, to taste cookies, to taste brand-new quality recipes these were screening, in order to spend time using them and talk about whatever happened to be undertaking,” she mentioned. “It really is a thing that’s vital to all of us these days.”

Start household during the Banana Farm takes place from the very first Thursday each and every month in France and New York. Lily told all of us these events provide a means for any business giving back to the community by instructing all of them about the record and methodologies of French pastry.

“We invite everyone, family, friends, consumers, and customers ahead share meals,” she mentioned. “We carry out flavor exams, focus groups, and play games. It’s a real neighborhood event.”

It is not only enjoyable and tummy-pleasing to go to, however if you do not have a cookie partner, consider all the other treat aficionados you could potentially meet during the Banana Farm. After all, when someone likes Michel et Augustin addresses, you understand they have good taste, and you will have something to connect more than.

Michel et Augustin: dedicated to Random Acts of Kookiness

In true Michel and Augustin type, the duo began a Random Acts of Kookiness step to motivate and please people. From a tribute to Michael Jackson on cookie rectangular occasion and their torrid Greek story, Michel and Augustin infuse hilarity and delight into all they do. You can find the reason why their particular treats are so addictive — they truly are made with 100 % natural ingredients and great vibes.

Up next when it comes down to business is an innovative new cookbook whose goal is to simply help United States audience among others tackle the intimidation associated with French pastry.

“we are creating a French pastry cookbook for all the United States, and it’s about finding pleasure in these very hard dishes,” Lily said. “we are splitting it down and stating it can be done. When we can, everyone can, and now we’re discussing our very own development.”

Michel et Augustin can also be trying to release the well-known candy mousse in the US.

“the fantasy for the candy mousse will be seduce The united states’s tastebuds.”

And, after sampling the company’s snacks and other snacks, the usa is clearly set for a lengthy romance thereupon mousse.

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