There’s nothing quite like the smell of freshly baked bread to make you feel peckish. Which is why anyone popping a letter in the post in France is likely to be experiencing hunger pangs after La Poste launched its new scratch ‘n’ sniff baguette stamps. 

A set of limited edition baguette stamps smell like the real thing (Image: La Poste) 

Unveiled on Saint Honoré’s Day (Saint Honoré being the patron saint of bakers) at the Philaposte printing house in Boulazac (Dordogne), the postal service has printed 594,000 mouthwatering copies of the stamp, which captures the scent of bread in the ink. Costing €1.96 each, the stamp shows a baguette decorated with a red, white and blue ribbon.  

The baguette, which won intangible heritage status from UNESCO in November 2022, is considered a jewel of French gastronomy. On its website, La Poste said: “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 the bakery, a local business anchored in the regions, attracting 12m consumers every day. The making of six billion baguettes each year confirms its iconic status in French food heritage.” 

Philaposte has in the past produced stamps which smell of coffee, lavender and chocolate.  

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