Orla Donohoe, Food and Beverage Division, Bord Bia – Irish Food Board
As has been well documented, high quality patisserie has been one of the sectors to enjoy continued growth throughout the recession. Patisserie falls into the category of the affordable treat, and is the last luxury that consumers are willing to give up.
The “cronut” – a cross between a doughnut and a croissant – is the latest on-trend patisserie product. Launched on May 10 this year, by pastry chef Dominique Ansel in his Soho bakery in New York City, with an almost fabled product development history (taking 2 months and more than 10 recipes), the cronut sells for $5 each and there are queues from 4am every day to purchase. There is also a thriving black market in resales at up to 10 times the original price and the bakery has now set a limit of 3 units per day per customer. The cronut can be topped, filled or cut in half and used as a sandwich.
Cronuts have now officially entered the international dessert lexicon (Ansel has trademarked the name), and imitators will have to find new descriptors for their baking hybrids. As reported in the British Baker and Foodwatching, the cronut has now arrived in London with a number of outlets introducing their own versions such as the “dosant”, selling for £9 at the Duck and Waffle restaurant in the City. Taking the hybrid trend a step further, Bea Vo of London Bakery Beas of Bloomsbury has also created the duffin (doughnut/muffin), muggel (muffin/bagel), a waggle (waffle/bagel) and a townie (tart/brownie)!