Jump to content

Michel et Augustin

Edit links
From Wikipedia, the free encyclopedia

This is an old revision of this page, as edited by 80.12.37.241 (talk) at 11:58, 12 September 2018 (Mention of Danone). The present address (URL) is a permanent link to this revision, which may differ significantly from the current revision.

Vache à boire

Michel & Augustin is a French brand of food created in 2004 by Augustin Paluel-Marmont and Michel de Rovira,[1] two ESCP-Europe alumni. Michel de Rovira attended HEC and INSEAD Business School. Michel et Augustin is owned by the French food-product corporation Danone since 2016.

The brand started by producing flavored cookies (Petits sablés ronds et bons), and soon complemented its range with premium yogurt drinks (Vache à boire) and Lassi. In 2007, it started to commercialize yogurt ice-creams. By 2009, they had over 60 stock keeping units.

The marketing target is Parisian and French bobos and the products are sold in food stores and coffee shops. The communication of the brand is inspired by buddy brands such as Ben & Jerry's, Nantucket Nectars or Innocent Drinks, capitalizing on complicity with the customer.

References

  1. ^ Construire une marque Michel et Augustin : le capital sympathie April 27, 2005


Stub icon

This brand-name food or drink product–related article is a stub. You can help Wikipedia by expanding it.

Retrieved from "https://en.wikipedia.org/w/index.php?title=Michel_et_Augustin&oldid=859198778"