Internet’s new sweetheart — Le Crookie
Is it croissant? Is it a cookie? It’s a little bit of both! Check out the latest baked sensation trending on social media
Crispy, gooey, savoury yet sweet at the same time — meet the latest croissant crossover that has been going viral. After cronut, cruffin and croffle, the latest gift from Paris (France) is le crookie.
HOW IT STARTED
Invented in 2022 by awardwinning baker Stéphane Louvard of Maison Louvard in Paris, le crookie’s popularity exploded when TikTok influencer Johan Papz broadcasted the hybrid dessert to his 1.3 million followers. Now crossing 2.8 million views, the taste test video created an upsurge that now makes Louvard’s work overtime to meet over thousands of daily demands. But Paris isn’t the only place inspired by this laminated pastry, the world is crushing over this cookie.
HOW IT’S GOING
“The Crookie is all over the internet. We’re also considering getting into the trend,’ says Janani Kannan, founder of Chennai-based Maison Indulgence, who finds the absurdity of this combination almost comical. Meanwhile, Kazem Samandari, founder of L’Opéra, plans to introduce some new croissant crossovers. “After a rise in demand at our Salon de Thés (Tea Rooms), we plan to introduce variations in the croissant family, including crookie, cronut, cruffin and croffle. We have also planned for a new variant called Swirl, in plain, apricot and hazelnut flavours.”
EXPERIMENTS GALORE
Acknowledging the demands of fusion food and eclectic experiments, Samandari says, “Trends come and go. Customers are the final arbiters,” and Kannan chimes in: “The popularity of le crookie is through the roof.”
Experts also feel “viral content “and “influencer marketing” have been pivotal in making such trials popular. “The internet is wild.
There is so much more platform to experiment,” says Ishani Banerjee, student of Culinary Arts at Indian School of Hospitality, who homebaked her way through the multiple Covid lockdowns. But most experts agree technique over trend is a mantra that resonates. “It’s not a one-shot wonder, but something that can be sustained. For some, our desserts are about picture-worthy moments, but my long-term audience returns for the technique,” adds Janani.
Currently, cultural fusion has already picked up to deliver a Crookie 2.0, with more in queue. But when it comes to navigating the world of Instagram aesthetic and mason-jar marketing, experts recommend putting your own spin on it.