Aux Merveilleux de Fred

Frederic Vaucamps opened his first bakery in 1982 and, in 1985, took over a shop in Hazebrouck (Nord) where he began developing his own version of the northern French meringue cake, the Merveilleux. The first shop trading as Aux Merveilleux de Fred opened in 1997 on rue de la Monnaie in Lille's old town. The concept centers on two regional specialties: the meringue-and-whipped-cream Merveilleux cakes and cramique, a Franco-Belgian brioche bread. Success in Lille led to international expansion - London, Brussels, New York and Geneva, then Berlin in 2017 - and by 2024 the brand counted 35 shops in France and 26 across 10 other countries.