The Cronut Craze

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Foodie Fashionistas,

Unless you have been living under a rock for the past while, you’ve probably heard of the cronut – a pastry that is the hybrid love-child of the croissant and the donut, and is taking NYC and the rest of the world by storm. The hard-to-get, $5 cronut had its humble beginnings in the 3-starred Michelin Dominique Ansel bakery in SoHo and was launched just this May 10, 2013. Based on the description off the bakery’s website, the cronut is not just your typical croissant that is deep-fried. You can see that this dessert has a flaked crust filled with cream, topped with glaze and shaped like a donut. The immense popularity and appeal of this pastry has been so much that it has led its creator, French pastry chef Dominique Ansel to trademark the name “cronut.” However, this has not prevented similar establishments from joining in the cronut bandwagon. Once they launch their own version, these bakeries will just tweak the name of the pastry so as to avoid any trademark infringement. Other cronut imitations have been called “doussant”, “Cro-Dos”, “crullant”, “crognets”, and have even reached the shores of South Korea, with its Dunkin Donuts’ franchise calling it the “New York Pie Donut.” Canada has not been spared by the cronut craze. Swiss Bakery, a Vancouver bakery joined in the fray when it came out with its own version and called it “frissant.” Another one in Montreal, the La Cornetteria, joined in the fray, labelling their version as the “cronetto.”

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The clamour and demand for the original cronut is so high that lines start to form as early as 5 am even though the bakery opens at 8 am on weekdays and 9 am on Sundays, with each person limited to just 2 cronuts if bought at the store. If you don’t want to go through the hassle of falling in line, there are scalpers posting in Craigslist and eBay offering ridiculously marked up cronuts, with some coming up as high as a 700% markup. One can only hope that this craze will all blow over in a couple of months’ time, so we can get our chance of getting a cronut without having to go through the long lines or the black market.

XOXO,

Nikki ♥

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