Michel et Augustin

Michel et Augustin is a French food brand established in 2004 by Michel de Rovira and Augustin Paluel-Marmont, two alumni of ESCP-Europe. The brand began with a small range of flavored biscuits, notably its round shortbread-style cookies marketed under the name “Petits sablés ronds et bons.” It subsequently broadened its portfolio into chilled and dessert categories, including yogurt drinks sold as “Vache à boire,” lassi, and yogurt-based ice creams. The founders developed the brand around an informal and highly recognizable communication style. Rather than presenting the products through conventional corporate advertising alone, Michel et Augustin cultivated a friendly, humorous relationship with consumers, drawing inspiration from so-called buddy brands such as Ben & Jerry’s, Nantucket Nectars, and Innocent Drinks. Its packaging and communications emphasize approachability, personality, and a sense of participation. The brand’s target has been associated with French “bobos,” a term commonly used for urban, culturally engaged and relatively affluent consumers, while its products have been distributed through ordinary food retailers as well as coffee shops. The company’s early growth came from extending the original biscuit concept into additional formats and food categories. By 2007, it had entered yogurt ice cream, and by 2009 its range had grown to more than 60 stock-keeping units. This expansion made Michel et Augustin more than a single-cookie label: it became a multi-category refrigerated and ambient food brand with a strong emphasis on accessible indulgence and distinctive presentation. International development became more visible in January 2015, when Michel et Augustin opened a United States subsidiary. The subsidiary was headquartered in Brooklyn, New York. In the United States, the brand’s cookie squares were sold nationally through channels that included Whole Foods, Delta Air Lines, and workplace cafeterias, including those serving employees at Facebook and Google offices. The American activity extended the brand’s distribution beyond France while retaining its differentiated, personality-led positioning. Leadership changed in September 2019, when Sébastien Guillon became chief executive officer. A further strategic change followed in December 2023, when Ferrero announced that it had entered exclusive negotiations to acquire full ownership of Michel et Augustin. The acquisition was completed in 2024, making Michel et Augustin part of the Italian food-products group. Under Ferrero ownership, the brand remains associated with the French food market and with its original playful communication style, although publicly available reference material does not establish a complete post-acquisition operating structure or detailed product strategy.

Michel et Augustin was created in France in 2004 by Michel de Rovira and Augustin Paluel-Marmont, who were alumni of ESCP-Europe. The founders entered the food market with flavored biscuits, particularly the round shortbread-style products known as “Petits sablés ronds et bons.” From the beginning, the brand’s identity was closely connected to its communication style: it sought to appear direct, humorous, and companionable rather than distant or conventionally corporate. The brand’s model drew on the example of buddy brands such as Ben & Jerry’s, Nantucket Nectars, and Innocent Drinks. This approach used a strong personality and a sense of complicity with consumers as part of the product proposition. Michel et Augustin targeted French urban consumers often described as “bobos,” while distributing through food stores and coffee shops. The combination of premium cues, accessible snack formats, and informal branding helped it distinguish itself in crowded biscuit and dessert categories. After establishing its biscuit line, Michel et Augustin expanded into dairy and dessert products. Its range soon included “Vache à boire” yogurt drinks and lassi. In 2007, the company began commercializing yogurt ice creams. Product diversification continued during the following years, and by 2009 the brand had more than 60 stock-keeping units. This period established Michel et Augustin as a broader food portfolio rather than a business focused only on cookies. The company later pursued international distribution. In January 2015, it opened a subsidiary in the United States, headquartered in Brooklyn, New York. Its cookie squares were sold throughout the United States, including through Whole Foods, Delta Air Lines, and company cafeterias. The reference material specifically identifies cafeterias at Facebook and Google offices among the American distribution venues. The U.S. subsidiary represented an effort to transfer the brand’s French-origin identity and informal marketing approach into a new market. In September 2019, Sébastien Guillon became chief executive officer. The leadership change occurred after the brand had already developed a multi-category product range and an international presence, but the available reference material does not provide further detail on his mandate or on subsequent operating performance. Ferrero’s involvement marked the next major ownership transition. In December 2023, Ferrero announced that it had entered exclusive negotiations to acquire full ownership of Michel et Augustin. The transaction resulted in Ferrero ownership in 2024. Ferrero is an Italian food-products corporation with a large international business, while Michel et Augustin remains identified with its French origins, its playful brand voice, and its portfolio of biscuits, dairy drinks, ice creams, and other snack or dessert products. Public reference material does not provide enough information to describe in detail how Ferrero has integrated the brand, changed its manufacturing arrangements, or revised its long-term international strategy.

• 2024

  Ferrero ownership

  [1]Michel et Augustinen.wikipedia.org

  Michel et Augustin becomes owned by Ferrero.

• 2023

  Ferrero announces exclusive acquisition negotiations

  [1]Michel et Augustinen.wikipedia.org

  Ferrero announces in December that it has entered exclusive negotiations to acquire full ownership of the brand.

• 2019

  Sébastien Guillon becomes CEO

  [1]Michel et Augustinen.wikipedia.org

  Sébastien Guillon is appointed chief executive officer in September.

• 2015

  U.S. subsidiary opens

  [1]Michel et Augustinen.wikipedia.org

  Michel et Augustin opens a subsidiary in the United States, headquartered in Brooklyn, New York.

• 2009

  Portfolio exceeds 60 stock-keeping units

  [1]Michel et Augustinen.wikipedia.org

  Michel et Augustin has expanded its range to more than 60 stock-keeping units.

• 2007

  Entry into yogurt ice cream

  [1]Michel et Augustinen.wikipedia.org

  The brand begins commercializing yogurt ice creams, extending beyond its original biscuit range.

• 2004

  Michel et Augustin is founded

  [1]Michel et Augustinen.wikipedia.org

  Michel de Rovira and Augustin Paluel-Marmont establish the French food brand.

A playful, premium-leaning French food brand built around approachable indulgence, distinctive packaging, and informal consumer communication. Its products are positioned for food retailers, coffee shops, and other everyday consumption occasions rather than as purely luxury foods.

• Biscuits · 2004

  Petits sablés ronds et bons

  The brand’s original flavored biscuit line, consisting of round shortbread-style cookies. These products established Michel et Augustin’s initial identity and served as the foundation for its later expansion into additional snack and dessert categories.

• Yogurt drinks

  Vache à boire

  A range of yogurt drinks introduced as Michel et Augustin broadened beyond biscuits. The line reflects the brand’s focus on convenient, approachable dairy products with a distinctive and informal product identity.

• Dairy drinks

  Lassi

  Michel et Augustin’s lassi products formed part of its early expansion into yogurt-based beverages and related chilled foods. Available reference material confirms the category but does not specify the full flavor range or current distribution.

• Frozen desserts · 2007

  Yogurt ice creams

  Yogurt-based ice creams added a frozen-dessert dimension to the portfolio from 2007. Their introduction demonstrated the brand’s move from biscuits into indulgent refrigerated and frozen offerings.

• Cookies

  Cookie squares

  Square-format cookies distributed in the United States through retailers and institutional food-service channels. They were particularly associated with the brand’s American expansion, including sales through Whole Foods, Delta Air Lines, and workplace cafeterias.

• 2023

  Ferrero begins exclusive negotiations for full ownershipM&A

  Background

  Ferrero announced that it was pursuing full ownership of Michel et Augustin after the French brand had built a multi-category portfolio and international distribution.

  Action taken

  In December 2023, Ferrero entered exclusive negotiations to acquire the brand.

  Aftermath

  Michel et Augustin was owned by Ferrero in 2024. The available reference material does not disclose the transaction value or detailed integration plans.

  Source

• 2015

  Establishment of a U.S. subsidiaryStrategy

  Background

  Michel et Augustin had developed a broad French product portfolio and sought to extend its distinctive food-brand identity internationally.

  Action taken

  The company opened a U.S. subsidiary in January 2015, based in Brooklyn, and distributed cookie squares nationally through retail and institutional channels.

  Aftermath

  The move gave the brand a formal operating presence in the United States. The available sources do not provide financial results or a later assessment of the subsidiary’s performance.

  Source

1. 1Michel et Augustinen.wikipedia.org