Paris Baker's 'Crookie' Pastry Goes Viral on TikTok, Sells 2,300 in One Day

Parisian baker's viral 'crookie' pastry, a croissant-cookie fusion, sparks global craze, showcasing the power of social media in driving food trends and blending culinary traditions.

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Bijay Laxmi
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Paris Baker's 'Crookie' Pastry Goes Viral on TikTok, Sells 2,300 in One Day

Paris Baker's 'Crookie' Pastry Goes Viral on TikTok, Sells 2,300 in One Day

Stéphane Louvard, a Paris baker, has created a viral sensation with his 'crookie' pastry, a unique combination of a croissant and a chocolate chip cookie. The crookie gained immense popularity on TikTok, leading to Louvard's bakery selling an astonishing 2,300 crookies in a single day in February.

Louvard first came up with the idea for the crookie almost a year and a half ago, but it was the influence of social media that catapulted his creation to fame. TikTok videos showcasing the crookie garnered millions of views, with one video alone reaching 2.9 million views. The viral attention translated into high demand at Louvard's bakery in a busy Paris neighborhood.

The crookie represents a blend of classic French pastries and modern trends. Louvard, who has been making his own croissants from scratch for decades, was inspired to create the crookie one morning when he saw his team making cookies. He decided to combine the two, resulting in a pastry that has captured the hearts and taste buds of people around the world.

Why this matters: The crookie craze demonstrates the power of social media in driving food trends and bringing attention to traditional baked goods in innovative ways. It also highlights the global appeal of fusion pastries that combine elements from different culinary traditions.

Creating the perfect croissants for crookies is a meticulous 36-hour process. Louvard and his team spend considerable time and effort crafting the ideal croissant dough, which is then filled with cookie dough and baked again. The high-quality ingredients and labor-intensive process justify the crookie's price of around 6 euros, roughly three times the cost of a typical croissant.

The crookie's popularity has spread beyond Louvard's bakery, with other bakeries across France and worldwide offering their own versions of the pastry. Large bakery chains have even rebranded it as the 'crookiz.' While some have criticized the crookie for being too heavy or oily, it has undeniably become a worldwide phenomenon.

Louvard defends the craftsmanship and quality that go into each crookie, stating, "We are very proud of this product, which is 100% homemade, with top-of-the-range raw materials, and which is quite simply delicious." The crookie's success serves as an example of how innovative creations can captivate audiences and bring renewed interest to traditional baking.

Key Takeaways

  • Paris baker Stéphane Louvard created the viral 'crookie' pastry.
  • The crookie, a croissant-cookie fusion, gained immense popularity on TikTok.
  • Louvard's bakery sold 2,300 crookies in a single day in February.
  • The crookie represents a blend of French pastries and modern trends.
  • The crookie's success demonstrates the power of social media in driving food trends.