Michel et Augustin is a French brand of food created in 2005 by Augustin Paluel-Marmont and Michel de Rovira. The brand started by producing flavored cookies (Petits sablés ronds et bons), and soon complemented its range with premium yoghurt drinks (Vache à boire) and Lassi. In 2007, it started to commercialize yoghurt ice-creams. 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.
