Interview

Michel et Augustin

A rendez-vous with French cookie experts Michel et Augustin!

In the baking world, authenticity meets eccentricity with Michel et Augustin, the white hats behind the French treats with a “kooky” twist. This pastry-certified pair knows how to take your taste buds for a spin à la francaise. Each delicacy comes pre-baked with a sprinkle of wit, originality, and the extra bit of zest that comes from passion and expertise. Their eccentric style promises anything but an ordinary dessert, whether in the form of cookies, savory biscuits, yogurts, ice creams, and most recently a new specialty mousse they dream of flying to the shelves near you. Their unconventional marketing techniques and exceptional products have gained a popular response in both France and the U.S., proof that Michel and Augustin know how to keep things genuine, stay silly, and honor the ingredients.

While they’re currently expanding their selection of products in the U.S., BWB caught up with the creators of the perfect French butter biscuit for a quick chat on their everyday inspirations.

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YOUR INSPIRATION

For starting your business

Grab an idea and start immediately… don’t wait!

How to be an effective leader

Be passionate. Stay authentic.

How to stay creative in the cookie business

Like anywhere else, always keep an eye on what’s happening around you. For cookies, the secret is continuing to explore, and tasting every single thing that stands out to you.

Michel featured on the cover of Entrepeneur magazine!

Michel featured on the cover of Entrepreneur magazine!

YOUR CITY: NYC

What you love most

Bagels in the morning, and jogging in Prospect Park.

Favorite weekend activities with your family

Sitting in a hot tub surrounded by snow at Spa Castle in out in Flushing, on the distant edges of Queens… that, and playing soccer on Pier 5.

Go-to lunch place

The Bagel Market on 7th Avenue in Park Slope.

Family snacks

Ice cream from the Ample Hills Creamery.

HEALTHY HABITS

Best breakfast to start the day

Fruit, fruit, and more fruit.

Best tips to travel well

Simple: Fly Air France and Delta!

Evening relaxation

Family talks after dinner, or drinks at Mr. Purple in the city or Union Hall in Park Slope.

NEXT STEPS

New cookies that will soon be launched

They’re called Cookie Buttons – they will start a revolution in the cookie aisle!

Where can we find you in the U.S.

In every good grocery store and deli in Greater New York!

Taylor Johnson

Taylor is a recent honors graduate of Rhode Island School of Design’s Painting and Art History Department. A dual-citizen in Belgium and the U.S. with frequent wanderlust, a passion for editorial, and an affinity for sketching, she is now exploring the connection between art and beauty.

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