Baking & Snack - May 2020 - 130

NEW PRODUCT SPOTLIGHT

Croissant Nouveau
Michel et Augustin reworks a classic pastry into bite-sized chips.

H

Michel et Augustin uses "How can the greatest food culture in the world not have
only premium butter in a chip?" Evan Holod, chief executive officer and chief
Croissant Chips. troublemaker at Michel et Augustin's US operations,
Michel et Augustin
Brooklyn, NY, asked his team one day during an office
break. "Look around the world, you've got potato chips,
bagel chips, pita chips, cannoli chips, plantain chips and
tortilla chips," he said. "Every major food culture has a
chip. France is chipless."
Determined to fill this gap, his team got to work experimenting with different pastries. They eventually
landed on Croissant Chips due to its light
and crispy texture and flavor versatility.
"It's the perfect platform for a chip,"
Mr. Holod noted. "There are also so
many flavor opportunities. One of
the things that makes a great chip
is flexibility. This Croissant Chip
you can eat alone, but there are
many ways to go sweet or savory.
The chip allows us to get into
French food culture in a very
American style."
To keep the pastry true
to its French roots, the
bakery made butter
the star component
and kept the ingredient list short. Only US
Department of Agriculture
grade AA butter, flour, cane sugar, wa-

130 Baking & Snack May 2020 / www.bakingbusiness.com

ter, salt and lemon juice are used to make the snack.
"There's nothing tastier than butter in a recipe,"
Mr. Holod explained. "You know that if it has butter, it's
immediately going to be better than if it's made with oil.
Before launching Croissant Chips at retailers, Michel
et Augustin has only sold the product on its website.
This has allowed the bakery to swiftly receive feedback
from its core consumers on pricing and flavors and then
refine where necessary.
Response to the product has been positive and has
given the company the confidence it needs to expand
to retail shelves. To ensure success offline, Michel et
Augustin will work with retailers to create a powerful instore experience.
"For small companies like us, it's about capturing
the consumers attention in the store," Mr. Holod said.
"That's where the packaging is. That's the primary impression you're going to make. Anything you can do in
that store to drive the trial of the item is far more efficient and effective than anything a company like ours
can do in traditional media."
As Croissant Chips make their way into supermarkets, Mr. Holod hopes the product can be the first
French chip to connect with American consumers.
"We want to show people that pastry isn't just white
gloves, macarons and super fancy patisseries in Paris,"
he said. "French food is something to be enjoyed just
like anything else. There's nothing to be afraid of.
It's delicious."
- Anna Wiber


http://www.bakingbusiness.com

Baking & Snack - May 2020

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