In 2024, gold reached all-time highs, with an impressive rise of over 30% for the year, while the record was reached on October 30, with the ounce listed at $2,789.95 (2 €656.60). In this growing context for this precious metal, the Comptoir National de l’Or is renewing its initiative to celebrate Epiphany: 43 bakeries in France have swapped traditional porcelain beans for… gold!
By relying on its extensive local network, the Comptoir National de l’Or has established a partnership with bakeries throughout France. Their customers will be able to indulge in what is akin to a treasure hunt by participating in this particularly unusual competition: from January 1, 2025 and until the end of the month, one winner per point of sale (i.e. 43 at total therefore) can thus win, through a competition, a gold ingot weighing 5 grams, by purchasing a galette des rois. This special bean, 23.3 mm long and 14 mm wide, is valued at around 445 euros.
An 18th century tradition still relevant today
Over the centuries, the beans inserted into the pancakes have evolved: from simple legumes, they have become gold or silver coins in the wealthiest families. Inspired by this custom, the partner bakeries of the Comptoir National de l’Or have already won over the last two years an authentic French 20 Franc Gold coin, called the Napoleon d’Or. This year, they are repeating the operation with this famous gold bar.
To try to win this bean, customers can scan the QR code on the cake bag and/or on the flyer. They will also have the opportunity to register via the registration form on the flyer so that it can be deposited in one of the Comptoir National de l’Or agencies. “By offering to win a gold bar when purchasing a galette des rois, we want to make an impression by reminding people that gold goes through the ages and always retains its place, especially in 2024, where it reaches historic summits It is also a unique and festive way to celebrate this moment by supporting local economic activity in the cities where we are present, while echoing an ancestral tradition.indicates the French company specializing in the purchase and sale of gold, in a press release.
Belgium
