france's new scratch-and-sniff postage stamp actually smells like a fresh baguette

france unveils scratch-and-sniff baguette stamps

La Poste, the national postal service of France, introduces a new stamp featuring the iconic symbol of French culture, the baguette. The best part? The stamp employs scratch-and-sniff technology, making it smell like the baked good. Created by illustrator Stéphane Humbert-Basset, the design showcases a classic baguette wrapped in the colors of the French tricolore, while black letters around it read: La baguette, de pain française (The baguette, the French bread). The new postage stamp seeks to make mailing more sensory and fun while highlighting French heritage in the lead-up to the Paris 2024 Olympics.

image via @stephanehumbertbasset

la posted celebrates the Baguette’s Cultural Significance

The new postage stamp highlights the significant role of the baguette in French culture, a role that is far from small. In fact, UNESCO has even added the baguette to its intangible cultural heritage list. ‘The baguette, bread of our daily life, symbol of our gastronomy, jewel of our culture,’ says the team at La Poste (find more here). ‘Bearer of culture and customs, the baguette is deeply rooted in the daily practices of the French. It embodies a ritual, that of going to your bakery, a local business anchored in the regions, attracting twelve million consumers every day. The making of six billion baguettes each year confirms its iconic status in French food heritage.’

Priced at €1.96, the collection was launched on the feast of Saint-Honoré, the patron saint of bakers and pastry chefs—a particularly fitting day. A total of 594,000 copies of the commemorative stamp were released, each offering an authentic baguette scent when scratched.

image via @stephanehumbertbasset

image via @stephanehumbertbasset

image courtesy of La Poste

project info: 

name: Timbre – Baguette de pain française

artist: Stéphane Humbert-Basset | @stephanehumbertbasset
released by: La Poste | @laposte