Michel et Augustin Savoury Biscuits with Beaufort AOP and Pepper

Michel et Augustin is a premium French snack brand founded in 2004 by Augustin Paluel-Marmont and Michel de Rovira. Originally starting as a small entrepreneurial venture focused on high-quality cookies (sablés), it gained significant popularity for its quirky marketing and transparent ingredient lists. The brand's products, including these savory biscuits flavored with Beaufort AOP cheese and pepper, are primarily manufactured in France through a network of specialized local co-manufacturers.

While the brand was acquired by the French multinational Danone in 2016, it underwent a significant change in ownership recently. In early 2024, Danone sold Michel et Augustin to CTH Invest, a holding company closely affiliated with the Ferrero Group (the Italian confectionery giant). This transition was part of Danone's 'Renew' strategy to divest non-priority assets, effectively making Ferrero the ultimate strategic owner and steward of the brand's global expansion.