Let Them Eat Cookies! Michel et Augustin Produces Community and Bonding Opportunities Around Kooky Confections

The brief type: whenever Marie Antoinette mentioned, «allow the chips to consume dessert,» it would likely being because she was actually hogging all of the Michel et Augustin snacks for by herself. Youth friends Michel and Augustin came across in middle school, and, if they discovered their person 9-to-5 tasks getting unfulfilling, they began a cookie business with a foundation in French pastry. Quickly forward 13 years, while the two friends have actually practices in France and New York and are also seducing the entire world making use of their snacks, pastries, yogurts, mousses, as well as other desserts made out of quick, pronounceable materials. The duo also will teach aspiring bakers that mastering the art of French pastry is actually attainable through their own cookbooks and interactive available household courses. Michel and Augustin’s dream is simple: to help make the world look and bond over a shared passion for candies.


The story of Michel et Augustin started just sufficient. Two men began palling around in middle school and turned into good contacts. But, as with numerous teenage friendships, the 2 parted means after graduation to check out their particular paths.

Michel discovered himself doing work in fund in ny, and Augustin was doing work in advertising for Air France. But both quickly turned into disillusioned using the 9-to-5 routine of business community. They reconnected and duo devised a wild propose to learn all 1,263 bakeries in France and establish a guide to the greatest confectioneries the country must offer. They wrote a novel regarding it — their unique very first collaboration!

After doing their own quest, in 2004, Michel and Augustin aproned-up along with on a brand new adventure: baking in Augustin’s kitchen. Their goal would be to make a type of cookies also sweets made out of 100 % natural ingredients and love. And, after tirelessly evaluating and sampling above 300 meals, their own first concoction was born: the little circular butter cookie. Michel et Augustin was given birth to!

The two found fast achievements, plus they always innovate much more tasty creations, such as a decadent yogurt in a bottle, which was discovered just once Michel and Augustin realized their unique prized cow could develop more than butter. They market items using trademark «kookiness» plus the delight they infuse within their tasty treats.

Dispersing a fascination with French Pastry all over World

Michel et Augustin is approximately more than simply producing a tasty cookie. The firm is actually curved on attracting from France’s rich cooking background to produce masterful desserts.

«It isn’t really almost cookies — it’s about a passion for French pastry,» mentioned Lily Dionne-Jermanovich, Michel et Agustin’s Communications and information Director. «every little thing we make is related to French pastry practices. We now have an extremely powerful commitment with pastry producing as an organization.»

But Lily informed us an attraction for and expertise of French pastry isn’t only reserved for any item developers (they refer to them as the «recipe staff») at Michel et Augustin. A portion of the organization’s kooky tradition is actually revealing the passion and knowledge of pastry making very every person in the group, in France and Brooklyn, can train to get a French pastry chef and make the national examination (called a «C.A.P.»). That way, everyone can participate in innovating brand new dishes and speak knowledgeably with followers, clients, and consumers.

«once per week in France and when a month in nyc, all of our Banana Farm («office») can become a pastry course in which we’re experiencing a classic program of French pastry and instruction your certification,» she mentioned. «no matter whether you are an online site designer or in revenue — the opportunity is actually encouraged regarding.»

Though Michel et Augustin supplies a very expansive brand in France, the firm sticks on the exact same principles and concepts of design for several products.

«the one thing all our services and products have commonly is a genuine attention to style in order to the constituents,» Lily stated. «We focus on the high quality and ease of use regarding the materials, and attempt to keep carefully the element list as pronounceable as it can.»

This outcomes not just in a tasty decadence, but also a goody you are able to be ok with consuming together with your significant other.

An accumulation Treats Perfect for Sharing together with your Sweetheart

Thereis only anything about discussing sweets that starts the day correct or ends an excellent go out. And Michel et Augustin’s projects happened to be designed for only these types of events.

«It really is a minute of indulgence after a date,» Lily mentioned. «It really is tasty and made with thoroughly clean elements, which helps to make the minute much much better. It feels very good to indulge.»

With many deserving goodies available, there isn’t any must select one. While there are numerous a lot more possibilities in France — from chocolate mousse to decadent yogurts and, however, one-of-a-kind snacks — there are many possibilities in the usa and.

Lily ended up being rapid to advise an ideal snacks giving to or enjoy thereupon someone special.

«Our popular cookie is all of our 4-Cookie Squares,» she mentioned. «they’ve been like little square tarts, are offered in three tastes, and will be very conveniently provided. We likewise have Cookie Buttons, that are hazelnut chocolate processor snacks with hazelnut ganache inside the house. They come in bags of two — one personally, choice for you!»

For couples who love their own day ritual collectively, Lily informed us Puff Palmiers tend to be a pleasant a.m. alternative.

«they’ve been puff pastry and taste like Elephant Ears,» she stated. «They can be very light and flaky and an excellent option for discussing over morning meal with coffee or at beverage time.»

Whether your honey are chocoholics or value the fragile butteriness of caramel (or all things in between), Michel et Augustin has actually a worthwhile treat for sharing (or sneaking off with for your own personel clandestine cookie event).

Join up within Banana Farm

Michel et Augustin’s approach is that the pleasure of candies is in the sharing. So that it should be no surprise community engagement is actually extreme area of the company’s company mission. Most people are asked to prevent in and chat (and style cookies) at their unique Banana facilities (workplaces) in Paris, Lyon, or Brooklyn.

This attitude began at very start on the company and is element of the center. And Lily noted this approach is actually exemplified in the business’s available houses.

«immediately, Michel and Augustin opened the doors of their apartment to next-door neighbors, friends, clients, and passersby, for people to provide all of them feedback, to taste cookies, to taste brand new dishes these were screening, also to spend time together and mention whatever happened to be carrying out,» she stated. «It really is something that’s really important to you now.»

Open up household at the Banana Farm happen in the very first Thursday each and every thirty days in France and ny. Lily told united states these activities present an easy method for any business giving to the city by training all of them concerning record and strategies of French pastry.

«We invite every person, household, friends, clients, and customers ahead show quality recipes,» she mentioned. «We do flavor tests, focus groups, and play games. It really is a proper community event.»

Not only is it enjoyable and tummy-pleasing to wait, in case you lack a cookie partner, just imagine all the other dessert aficionados you could potentially satisfy on Banana Farm. All things considered, when someone wants Michel et Augustin treats, you are aware they usually have great style, and you’ll have something you should bond over.

Michel et Augustin: invested in Random Acts of Kookiness

In genuine Michel and Augustin kind, the duo started a Random Acts of Kookiness initiative to encourage and excite the general public. From a tribute to Michael Jackson towards the cookie rectangular occasion as well as their torrid Greek tale, Michel and Augustin infuse hilarity and pleasure into all they do. You will find precisely why their treats are incredibly addictive — they can be made out of 100 % natural ingredients and great vibes.

Up then for your company is another cookbook that aims to help US visitors yet others tackle the intimidation associated with French pastry.

«we are creating a French pastry cookbook when it comes down to US, and it’s about having fun with these extremely tough dishes,» Lily stated. «we are breaking it down and saying it can be done. When we can, anybody can, so we’re revealing the advancement.»

Michel et Augustin can also be seeking to introduce their well-known candy mousse in the US.

«the fantasy for our candy mousse is to seduce The united states’s taste buds.»

And, after tasting the company’s cookies along with other snacks, the united states is without doubt set for a lengthy relationship with this mousse.

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