New 'Crookies' blend flaky croissant shells with baked cookie dough interiors
Trend - Since their inception in France in 2022, croissants filled with baked cookie dough, or 'Crookies,' have grown in popularity in restaurants and bakeries. Crookies are versatile and offer consumers a mix of the light flakiness of a croissant and the densely flavored dough of a cookie.
Insight - Foodie consumers and influencers continually seek foods with new ingredients, flavors, or cooking methods. These consumers try new products as soon as they are available, with social media bringing attention to more popular selections. Brands recognize that these consumers heavily prioritize more creative and diverse foods. In order to better capture the foodie consumer base, bakeries and restaurants are crafting hybrid pastries that blend different textures and flavors.
Insight - Foodie consumers and influencers continually seek foods with new ingredients, flavors, or cooking methods. These consumers try new products as soon as they are available, with social media bringing attention to more popular selections. Brands recognize that these consumers heavily prioritize more creative and diverse foods. In order to better capture the foodie consumer base, bakeries and restaurants are crafting hybrid pastries that blend different textures and flavors.
Workshop Question - How could your brand create new products and experiences by combining two separate ideas?
Trend Themes
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Hybrid Pastry Creations — Bakeries and restaurants are crafting hybrid pastries that blend different textures and flavors to cater to the foodie consumer base seeking new and creative foods.
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Influencer Food Discoveries — Influencers drive attention to popular food selections, prompting brands to innovate with new ingredients, flavors, and cooking methods to capture consumer interest.
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Global Bakery Trends — Global bakery trends, like the 'Crookie' from Paris, have influenced bakeries worldwide to create innovative pastry hybrids that appeal to consumers seeking unique dining experiences.
Industry Implications
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Food and Beverage — Innovations in blending various textures and flavors in pastries offer opportunities for disruptive culinary experiences and new food product offerings.
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Social Media Marketing — The influence of social media in highlighting trendy food items drives brand awareness and product engagement, creating opportunities for marketing professionals to leverage influencer strategies.
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Hospitality and Tourism — Adopting global bakery trends and creating unique pastry hybrids can enhance the culinary offerings of hotels, restaurants, and cafes, attracting food enthusiasts and tourists seeking novel dining experiences.
