La Tarte Tropézienne: 70 years of sweetness, between tradition and summer freshness

Created in 1955, La Tarte Tropézienne has never ceased to melt the taste buds. Even today, it continues to reinvent itself with icy, festive variations that delight gourmets, even far from the Mediterranean.

The brainchild ofAlexandre Micka, this mythical pastry – a fluffy brioche sprinkled with granulated sugar and topped with a creamy filling – has become a Saint-Tropez icon. Thanks in no small part to Brigitte Bardot, on the set of the film Et Dieu… créa la femme, its success has spread far beyond the Côte d’Azur. In July 2025, the company celebrated its 70th anniversary with a major event on the Place des Lices in Saint-Tropez. But beyond the celebrations, it’s above all the products and novelties on offer that deserve our full attention.

An icy declension full of freshness

For summer, La Tarte Tropézienne has unveiled a refreshing new product: Crème Glacée Tropézienne. Inspired by the original 1955 recipe, this ice cream faithfully reproduces the unique taste of the famous pastry. Available in two sizes (€3.50 and €5), it offers a light, yet delicious summer alternative.

Another original variation is the brioche tropézienne glacé. At €5.50, it offers a more generous experience, ideal for fans of the classic version wishing to rediscover it in a fresher form. These products are available in a number of outlets in the South of France (Saint-Tropez, Sainte-Maxime, Les Issambres…), as well as on order from all over France.

The “70 years” box set: a limited edition not to be missed

To mark its seven decades, the house has designed an anniversary box in the shape of the “70”, available in stores and online. Priced at €14, the box contains a special version of the tart, to be shared by two. But the experience doesn’t stop there: some boxes hide a golden coat of arms, synonymous with exceptional prizes. Among the rewards: a hot-air balloon flight for two, a brunch at La Table Tropézienne or a visit to the company’s pastry laboratory.

This gamified box approach reflects the brand’s desire to modernize while remaining true to its roots: the art of giving pleasure.

A Southern icon now in Paris

If Tarte Tropézienne is naturally associated with seaside vacations, Parisians are not to be outdone. Through its e-boutique, the company now delivers its products all over France. So it’s perfectly possible to enjoy a Baby Trop’ from a balcony in the 11th arrondissement, or share an ice-cream tart at a picnic in the Parc Monceau.

The authentic flavors of the South find their rightful place in the capital, thanks in particular to the strong links between Paris and Saint-Tropez, two major centers of French lifestyle.

A brand between tradition and renewal

Since 1955, La Tarte Tropézienne has asserted a strong identity based on pastry tradition, mastered innovation and passed-on know-how. Today, under the direction of Sacha Dufrêne, the company strives to strike a balance between high standards of craftsmanship and commercial dynamism. The launch of seasonal products such as ice creams, the organization of competitions for new flavors and even collector’s boxes are evidence of a clear strategy: to broaden its customer base while maintaining a loyal community.

To be found in the online store.

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