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  • How did two entrepreneurs take over the French food market?
  • How did two entrepreneurs take over the French food market?
    Michel & Augustin (2014) ©
CASE STUDY

Michel & Augustin: a friendly French food revolution

Michel & Augustin is arguably the coolest brand the French food industry has seen for decades. But how did a tiny food company selling shortbread manage to compete with French food industry giants? And what strategy has the brand used to conquer French hearts?

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