Baguette-scented Stamp

From France: the French postal service La Poste has issued a stamp that gives off the scent of a baguette when rubbed.  As reported on the Fast Company website:

Leave it to the French to find a way to pack the aroma of a freshly baked baguette into a postage stamp. La Poste, the French postal service, is out with scratch-and-sniff stamps of their best-known bread with art from Paris-based artist Stéphane Humbert-Basset. The stamps depict a baguette wrapped in a blue, white, and red ribbon and the text “La baguette, de pain française,” for “The baguette, the French bread.”

The “bakery” scent is made using microcapsules, according to the Le Carré d’encre, a Paris stationary shop. “The difficulty for us is to apply this ink without breaking the capsules, so that the smell can then be released by the customer rubbing on the stamp,” printer Damien Lavaud told the BBC.

Notably, the product description on the La Poste website (machine translated) reads like a paean to the baguette.  To quote:

It is the promise of a delectable sensory experience. At sight, she seduces by her golden crust and her scoring, signatures of the baker. Exit from the oven, its grilled scents appreciably. To the touch, it is a transition from the resistance of its crust to the lightness of its cellular crumb. The act of breaking it offers a delicious symphony due to its so characteristic cracking. With every bite, its authentic taste is revealed. As a sharing food, the baguette accompanies us from breakfast to dinner, lying at the heart of meals and remaining a constant invitation to conviviality.