Ferrero is merging the Belgian cookie brand Delacre and the French company Michel & Augustin into a single company. Quirky versus classicMichel & Augustin will be integrated into Fine Biscuits Company, the Belgian Ferrero subsidiary to which Delacre has belonged since 2016. Ferrero highlights “the complementarity of the brand portfolios” and aims to “strengthen competitiveness” through the merger. Michel & Augustin positions itself as a more quirky French brand, while Delacre is best known for its classic Belgian cookies. Ferrero hopes that the economies of scale resulting from the merger will drive growth for both brands.