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Danone May Sell French Cookie Business to Ferrero

Dec. 8, 2023

Michel et Augustin would broaden Ferrero’s cookie businesses in Europe.

Danone SA this week said it’s in exclusive talks with Italian confectioner Ferrero regarding the sale of Danone's Michel et Augustin brand, according to several news reports.

Michel et Augustin was founded in Paris in 2004 by grade school friends Michel de Rovira and Augustin Paluel-Marmont. It markets premium products including cookies and savory biscuits, all with an emphasis on real butter. While most are sold in France, the company is present in six other markets, including the U.S., primarily at Whole Foods and Amazon. Danone acquired the business in 2016.

"Michel et Augustin is a much-loved brand, but it falls outside of our investment priorities, in the frame of our Renew Danone strategy," Danone's group deputy chief executive Juergen Esser told Reuters.

About the Author

Dave Fusaro | Editor in Chief

Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.