Why should yogurt in France only be sold in small pots? Why not a family size of 1kg? And why not add some fun to the looks of the packaging? Michel & Augustin, a company founded by two young men with lots of energy, did not only ask themselves these questions – they launched a high quality yogurt in a UniPak packaging solution from RPC Superfos.
The Head of Communication at Michel & Augustin is called Christopher. That’s it - using family names is not part of the company’s universe. He says about the choice of packaging:
“In our eyes it is essential that our customers get a sensation of quality when they are in contact with the packaging. We like the fact that a big pot is economical, environmentally friendly and calls for sharing and enjoying our yogurt in the company of others.”
“RPC Superfos gives us all these key benefits and not least an endless range of options for decorating the pots with In-Mould-Labelling. This is important to us, as Michel & Augustin wants packaging to be flashy, funny and different from the rest.”
RPC Superfos at the beach
This summer Michel & Augustin made a special campaign involving t-shirts in a plastic pot. Christopher explains:
“As a little gimmick we sold t-shirts with a print of our brand ‘La vache en pot’ in a UniPak plastic pot. The t-shirt is a great gift for children who use the pot for playing at the beach. Also included was a voucher for a drinking yogurt, a cookie as well a donation to a charity organisation. It was a limited edition and stocks didn’t last long!”
Michel & Augustin has been very pleased to work with RPC Superfos, also on the particular campaign. Christopher experienced that his RPC Superfos contact person was just as excited as himself about the idea and clearly felt like doing something special and extraordinary, just like Michel & Augustin.
From home kitchen to major supermarkets
The company is in fact quite spectacular: Two friends, Michel and Augustin, skipped their professional and international careers and started from scratch in 2005 in a small kitchen where they baked grandmother style biscuits (sablés). Sales to Parisian bakeries went well and the next step was to produce a healthy drinking yogurt called ‘La vache à boire’, meaning more or less the cow you can drink. Yogurt in 1kg and 500gr pots followed shortly after and a chocolate mousse has also hit the shelves, both in UniPak.
After only six years Michel & Augustin have now reached a turnover of more than € 12 million. Their products can be found in all major French supermarkets and their singular way of communicating is very popular. The adventure continues in Belgium, Switzerland, Luxemburg, Japan, USA and Singapore... Today, 30 people work for Michel & Augustin, the average age is 27 - and no one uses their last name.
Sign up here to receive our quarterly newsletter and get new ideas for superb packaging solutions for your products.