At the origin of the St Michel biscuit factory, one century ago, a couple of gourmet pastry chefs. Today there are more than 1,800 passionate gourmands who work within this iconic company in the French art of artisanal biscuit making..
St Michel Biscuits has remained an independent family business and proud to be, working to transmit the taste for good things to new generations of gourmets. The biscuit factory was inaugurated in 1919 after the dazzling success of the creator of the brand, pastry chef Joseph Grellier. He had chosen the hen as his emblem after the First World War, image of rural France and good products. A success he owes in part to his wife Constance. She was the one who had the idea of selling the pancakes to the ladies of the city coming for a dip on the beaches of the coast. This is how St Michel quickly became a brand loved by goumandes and gourmands.. After this first success, St Michel has always known and loved to surprise with new recipes. Recipes invented by the biscuit factory, like the Sablés de Retz designed in 1920 or, closer to us, les Roudor in 1979. Traditional recipes perpetuated like the famous Madeleines de Commercy which joined the company in 1986. The Doonuts, launched in 2017, are one of the brand's last great successes in supermarkets.
The brand is present in 100 countries
Nowadays, a century after his birth, St Michel offers a wide range that covers all cake markets, with a pallet of pancakes, of madeleines, cookies and pastry. With seven factories, the biscuit factory has 30% market share in the biscuit segment in France. The St Michel brand is present in a hundred countries. And success is never there again : St Michel Biscuits saw its turnover double in two years to reach nearly 450 million euros in 2019. The brand continues to innovate in the market for high-quality artisanal French biscuits. It is the first national brand to have introduced organic in the biscuit department in 2019 with the organic St Michel galette and Le Petit St Michel. Fondant pancakes and Petits St Michel, crispy, with organic butter. An organic that has not only taste but also meaning, because made in France in a family biscuit factory in the west of France, with French wheat flour and without palm oil
St Michel in the age of organic
Before organic, the biscuit factory was in fact already at the forefront in the search for the naturalness of its products. Because it takes "good flour to make good cakes and good wheat to make good flour" (I am believe) since 2009, St Michel supports the CRC sector (Controlled Reasoned Culture) by using wheat flour grown in France according to good agricultural practices favorable to biodiversity. And St Michael remembered that originally, we didn't have palm oil in the cupboards. For over ten years, the brand has removed palm oil from all of its products to use only ingredients known to all : butter, rapeseed oil or sunflower oil. "We do things our way" says Xavier Gervoson, 75 ans, owner of biscuits St Michel, to summarize the recipe for tradition and innovation that makes the “dough” of St Michel.
Two new dark and white chocolate marbles
Distributed in Reunion by Mascarin, St Michel launches two new references on the cake market for the supermarket department.
To find at St Michel, these two new marbled references are made for lovers of dark chocolate and white chocolate. With a soft dough that contains melting chocolate hearts and an ideal format for family sharing moments, these marbled are an ideal snack for the most greedy. These marbles are made in a family biscuit factory located in the center of France. And this new range with marked colors has something to stand out on the shelf. Something to seduce Reunion Island consumers and bring added value in supermarkets. Other new features are on the program for 2021.
