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?

French-made goods have never been more desirable, and over 95% of French people see buying French products as a ‘citizen act’. But what has led them to care quite so much about local production? And do foreign brands still have a place in French people’s hearts?

The ideas of food and Frenchness are so intrinsically linked in the global mindset as to border on stereotype. So how is it that McDonald's France is the second biggest global earner after the US? We dig in to this apparent cultural anomaly.

With 85% of France’s 150,000 restaurants serving vacuum-packed and frozen food without telling customers, it’s difficult to know whether a meal is cooked fresh. France has introduced a ‘home-made’ label, serving as an indicator of how pre-prepared a meal is.