On the occasion of the 10th anniversary of its Chocolate Mousse, the brand chooses to change everything, from recipe to packaging, for a less sweet and more responsible mousse.
A look back at 10 years of Michel and Augustin’s mousse. 2011 : birth of dark chocolate mousse. 2014: dark chocolate mousse becomes the first reference in the brand's portfolio, with over a million units sold. 2018 : birth of milk chocolate mousse.
2018-2019 : Michel et Augustin travels to lather with its consumers for Valentine's Day. 2020 : + 4% for the dessert category, + 7% for the foam subcategory. Either, in 10 years, nearly 20 million jars tasted. Everything changes in 2021, except the name. The recipe for the new mousse is simplified. It is only composed of four ingredients : a committed cocoa, eggs from free-range chickens, a Pays de la Loire cream and 12% less sugar. No additives or preservatives.
A more responsible cocoa
The chocolate of the new Michel mousses & Augustin comes from cocoa beans from Ivory Coast. They come from the “transparency” program of the French chocolatier CEMOI, who pursues four commitments : supporting producers in a process of professionalization ; preserve the environment and natural resources on site ; increase producers' income ; guarantee the traceability of cocoa, from bean to chocolate.
The new cardboard pot
The plastic pot is replaced by a fully recyclable cardboard pot. Pot and lid are made of 80 to 85% cardboard. The cardboard used is PEFC certified. Result : a saving of 31 tonnes of plastic per year and three times fewer greenhouse gas emissions, while perfectly maintaining the quality of the foam. A dual challenge of responsible approach and quality.
