Philosophie

Time as an Ally

Here, everything starts with a slow fermentation, sometimes lasting more than forty-eight hours. The natural leaven develops gently, resulting in bread that is more flavorful and digestible, a bread that is always slightly different depending on the humidity, the heat, or the baker’s hand.This choice of a long process allows us to completely avoid using additives, dough correctors, or any kind of bread improvers. We bake on stone, never in a convection oven, to achieve that characteristic crisp crust that can only be developed through patient, meticulous work.

Bread dough resting under a linen cloth in a mixing bowl, prepared for the growing phase in an artisanal way.
"I want to show that this is one of the most beautiful professions in the world, because those who have mastered its secrets can offer a simple, yet intense, happiness with something as fundamental as a piece of bread."
Christophe Vasseur
founder of Du Pain et Des Idées

Uncompromising Ingredients

Our flour is custom-designed in partnership with Moulins Bourgeois, using twelve varieties of ancient, organic, and additive-free wheat. To this, we add AOP butter, organic whole sugar, chocolate that is rich in cocoa butter and free of soy lecithin, and organic dried fruits, seeds, and eggs.Our tarts follow the harvest calendar, made entirely without glucose syrup or transformed ingredients. We offer no burnt coffee, but specialty coffee that is roasted locally in Paris. Every single product is chosen for its quality, its origin, and its authentic contribution to the final taste.

Ancient stone millstone, illustrating the traditional grinding of cereals for flour.

A Proudly Embraced Craft

Going against industrial practices and their premixes, everything is made in-house, from the initial kneading to the finished viennoiseries. A team of dedicated bakers, pastry chefs, and touriers brings Du Pain et Des Idées to life every day, following a process where skill and gesture are paramount.

This high standard applies equally to what we produce and to those who produce it: we guarantee salaries well above the minimum wage, stable hours with no split shifts, and a full weekly rest on Saturday and Sunday for the entire team.

Pastry chef applying frangipane in a pouch onto a disk of dough, stage of preparing an artisanal galette des rois.
Craftsman's hand covered with flour placed on the edge of a kneader.
Detail of the window of the bakery Du Pain et des Idées in Paris, decorated with gilding in the typical 19th century style.

A Project on a Neighborhood Scale

Du Pain et des Idées has grown, but has never left its neighborhood. The original bakery, located at the corner of Rue Yves Toudic and Rue de Marseille, is now joined by La Table and the glass-walled workshop. Everything happens within a few steps. There are no duplications or franchises; only a vibrant, local presence deeply connected to the 10th arrondissement of Paris.

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