Fabulous baker boys giving the US a taste of France

Making more than biscuits, Augustin Paluel-Marmont (left) and Michel de Rovira pose behind shelves of their new products

Michel et Augustin made their first products in their mothers’ kitchens, but found themselves meeting Starbucks’ CEO for coffee and cookies

Twelve years ago, two young men decided to bake their own biscuits as they could not find any they wanted in Paris. By 2015, Michel et Augustin had €41.4million annual turnover.

Now a deal with Starbucks in the US means the company’s French-style cookies are on sale in 7,624 Starbucks coffee houses in 50 states.

A ‘Made in France’ story to inspire any budding entrepreneur, it is also an object lesson in determin­ation – and a different set of business practices to those common in France.

Michel de Rovira and Augustin Paluel-Marmont met at lycée. They had different careers until they crossed paths again in their 20s at a top Paris business school and their first joint venture ...

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