La Tarte Tropézienne: XXL birthday party in Saint-Tropez
A gourmet icon of the South of France, La Tarte Tropézienne celebrates its 70th birthday in Saint-Tropez. A popular, generous and ultra-festive celebration, just like La Tarte Tropézienne itself.
A sweet legend born in Saint-Tropez
Created in 1955 by Alexandre Micka, the Tarte Tropézienne is much more than a pastry: it’s an institution. Its combination of soft brioche, crunchy sugar and secret cream has delighted gourmets for generations. Propelled to mythical status by Brigitte Bardot on the set of Et Dieu… créa la femme, it is the very embodiment of the Tropezian art of living.
In 2025, the brand pays tribute to this sweet love story with a major anniversary, scheduled for July 10 on the famous Place des Lices.
A generous, participatory program
True to its spirit of sharing and generosity, La Tarte Tropézienne is offering a free program open to all. Starting at 4pm, visitors are invited to (re)discover the history of pastry-making, through visual retrospectives, anecdotes, and Baby Trop’ confection workshops, led by the company’s chefs.
An original competition will invite the public to vote for the brand’s next signature flavor. And at 6:30 p.m., it’s time for the highlight of the show: the live production of an XXL Tarte Tropézienne, designed to delight over 3,000 people.
Exclusive novelties and surprises
For this anniversary, the brand will be unveiling two new products. First, a Tropézienne ice cream, a frosted version of the iconic pastry, available all summer in all boutiques. Secondly, a limited-edition Baby Trop’ anniversary box. Some boxes will contain a golden coat of arms: the lucky winners will receive a hot-air balloon ride, a unique experience to see Saint-Tropez in a different light.
A village atmosphere… with sunshine and whipped cream
Musical entertainment, vintage photobooths, collectors’ goodies, pétanque games and postcards in the event’s colors will punctuate the afternoon. All orchestrated by a speaker and a festive scenography for a highly Instagrammable birthday.
Practical information
🎉 Event: 70 years of La Tarte Tropézienne
📍 Location: Place des Lices, Saint-Tropez
📅 Date: Thursday, July 10, 2025
🕓 Times: From 4pm
🎟 Admission: Free, no reservation required
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