Michel & Augustin is a French brand of food created in 2005 by Augustin Paluel-Marmont and Michel de Rovira, two ESCP-Europe alumni. Michel de Rovira attended HEC and INSEAD Business School.
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.