Haute couture patisserie
After wine and cheese, the macaroon is the new flagship of French gastronomy. It has become the fashionable pastry. More than 510 million are sold every year. The origin of this success can be traced to the legendary Parisian tea salon, Ladurée.
Ever since, the macaroon is everywhere and pastry chefs, like Pierre Hermé, have made it their trademark. Prestigious brands are joining the ride making it a "haute couture" product with the help of elegant packaging, shops imitating art galleries, bold flavours and colours, even going as far as offering custom macaroons.