Artémis takes majority stake in Michel et Augustin

Michel & Augustin is a French food company founded in 2004 by Michel de Rovira and Augustin Paluel-Marmont. The brand has developed a range of mass-market food products, focusing on biscuits, yogurts, desserts, and beverages, with a strong brand identity and distinctive marketing tone. Initially, the company concentrated on bakery and biscuit products (cookies, shortbread, and savory biscuits), before gradually expanding its portfolio to include dairy products (drinking yogurts and desserts) and beverages. One of its iconic products is the "drinking cow" yogurt, which has contributed significantly to the brand's reputation. Michel & Augustin operates on a business model that prioritizes mass-market consumption, combining in-house product development with a robust branding strategy. The company has primarily built its distribution network through large retail channels, with a growing international presence, particularly in the United States, where it has sought to establish itself through distribution partnerships. The brand has distinguished itself through a highly differentiated marketing approach, relying on storytelling, humor, and a strong connection with consumers, which has contributed to its visibility despite limited advertising budgets compared to major industry players.