TRENDS

Is Jambon Beurre Having a Moment?

At Taste France Magazine, we love seeing French culinary icons travel the world. And right now, there’s one humble yet oh-so-perfect sandwich that seems to be stealing the spotlight: the jambon-beurre. This seemingly simple trio—baguette, butter, ham, maybe a few cornichons thrown in for good measure—has long been a staple of Parisian lunches, snapped up from the boulangerie. But recently, this classic French delight has been making waves far beyond France’s borders, especially across the channel. Let’s take a bite into the trend.

The origins of jambon-beurre

The origins of the jambon-beurre sandwich can be traced back to the bustling markets of 19th-century Paris, like Les Halles. A simple yet nourishing meal to sustain them through long hours, the market workers combined slices of Parisian ham between two thick slices of bread spread with butter. With the introduction of the baguette in the early 20th century, the humble sandwich got a bread upgrade. A beloved fixture in French cuisine, celebrated for its simplicity and the quality of its ingredients. Its enduring popularity underscores the French appreciation for culinary traditions that emphasise flavour and craftsmanship.

A growing love for all things French and comforting

French culture never really goes out of style, and neither does its food. But today, it’s definitely having momentum. As stated recently by Waitrose in its annual Food & Drink Report, “there’s been a resurgence of interest in all things French [in the UK]– the creamier and more buttery the better. Every month has brought a new bistro opening”. The same goes for New York City, as confirmed by hospitality expert Anna Polonsky of Polonsky & Friends. To her, this renewed interest coupled with the rise of good bakeries benefits the jambon-beurre. But more generally speaking, it’s about the shift in dining habits post-pandemic in her opinion: “There’s a growing desire for familiar and high-quality comfort food. After years of chef-driven menus, people are gravitating back to readable, simple, ingredient-focused dishes. The jambon-beurre also fits right in alongside the resurgence of classic deli sandwiches like the pastrami on rye or the tuna melt we see in NYC today.”

With more consumers seeking artisan-made foods, there’s a growing appreciation for French bread, proper butter, and heritage charcuterie. The jambon-beurre perfectly showcases these elements. Whether it’s picked up on a morning bakery run in Brooklyn, enjoyed at a Borough Market café, or devoured in the streets of Tokyo, this French icon is proving that the simplest things are often the best.

London-based restaurateur Margaux Aubry (Naughty Piglets), founder of Don’t Fuck With Jambon Beurre had a creative insomnia lightning bolt last September, looking for a way to reconnect with her local Brixton community over lunchtime. That’s when the quintessential French sandwich imposed itself. Since then, she’s been making a mean jambon-beurre, which has customers coming back for more. “People are craving honest, exquisite, indulgent yet decadent sandwiches, simpler than the loaded chef options we’ve seen for a bit. There’s something truly special about the simplicity of a well-made baguette, the richness of good French butter both brushed over and in slivers, and high-quality Jambon de Paris ham - moreover when eaten sitting down at the counter, having a laugh and a cannelé.”

Her passion led to London’s first-ever Jambon-Beurre Championship in March at restaurant Baudry Greene, where top-tier restaurants competed to craft the best version. Judges included The Financial Times’ Jay Rayner, chef Ben Lippet (@dinnerbyben) and writer Sophie Wyburd, highlighting just how seriously Londoners are taking this French staple. Aubry’s merch is flying off the shelves too, with a sweatshirt limited edition just released for Parisian JB Lovers (check out their Instagram page for details).

Where to Find the Best Jambon-Beurre

If you’re craving a bite of this French staple, here’s a round-up of our favourite places. Vive le jambon-beurre!

🇫🇷 Paris

La Grande Epicerie: the longest Jambon beurre in Paris! This playful take on the classic sees a 2 metre-long baguette filled with parsley Isigny PDO butter and Prince de Paris ham, cut to the desired number of centimetres.
La Petite Sandwicherie Rive Gauche, 38 rue de Sèvres 75007 Paris

ChezAline: still the freshest around, since taken over by Tiphaine Moindrot. Slathered in Normandy butter, Prince de Paris ham. Prepped before your eyes in a tiny former horse butcher shop. Enjoy it at the microscopic counter or take it away wrapped in wax paper.
85 rue de la Roquette, 75011 Paris, France

Le Petit Vendôme: recently ranked amongst the best sandwiches in the world by Time Out, this is a textbook Parisian bistro. Behind the counter, it’s made to order with generous slivers of Normandy butter from a gigantic motte, ham on the bone from Brittany. Cornichons optional.
8 rue des Capucines, 75002 Paris

🇬🇧 London

Don’t Fuck with Jambon Beurre at Naughty Piglets: eat it at the counter, Wednesday to Friday at lunchtime. Boulangerie de Paris baguette slathered in salted French butter, with Jambon de Paris ham made in England and homemade cucumber pickles.
28 Brixton Water Ln, London SW2 1PE

Pophams Islington: look out for the specials at the Islington branch. The Jambon Beurre championship winner makes appearances, with its special horseradish touch.
19 Prebend St, London N1 8PF

🇺🇸 New York City

Frenchette Bakery
220 Church Street, New York City, NY 10013

La Bicyclette Bakery
667 Driggs Ave, Brooklyn, NY 11211
136 DeKalb Ave, Brooklyn, NY 11217
305 Court St, Brooklyn, NY 11231

L’Ami Pierre: a high-end take by chef Eric Ripert (le Bernardin) on the typical French café, serving a made-to-order JB with a freshly baked baguette, French butter, and locally sourced organic ham.