The artisanal bakery and pastry industry is facing increased competition from the major chains, with independent artisans seeing their market share fall below 50%. To maintain and increase their position, they have no choice but to innovate to meet the expectations of consumers who are increasingly demanding healthy and quality products. The objective of the AVENIRS project is to support French and Flemish bakery and pastry artisan businesses to innovate on a range of artisan products with a well-being and health value. The project is divided into four stages: targeting products from the “Well-being and Health” range; designing them into finished products; establishing simple recommendation tools adapted to the artisan in the form of a guide of good practices; and setting up a support and training system to enable companies to be trained in the production and sale of these products. The project thus strengthens the local economy in the cross-border area by bringing together French and Flemish stakeholders with bakery know-how with economic support structures specialised in artisan businesses, very small and medium-sized businesses and industrialists and scientists.