A fascinating start-up case study was provided by Michel de Rovira, Co-Founder of Michel et Augustin.
The company was founded in Paris in 2004 by two friends with little money. Today its products are sold in 7,000 outlets in Europe and North America. It's phenomenal growth has been based on its ability, not to just create tasty, healthy products, but to generate consumer complicity. Or, as Michel would put it, "to share the daily life of our fun, human and slightly crazy adventure."