Initial artisan bakers invented the cronut, then the cromuffin, and now Marks & Spencer (M&S) has introduced the “croloaf” to the British high-street.
The croissant-loaf hybrid is created using all-butter egg pastry made like a rectangular slab of bread. The shape suggests that the croloaf will be easily sliced and toasted, consistent with the retailer.
M&S said that not like the traditional French croissant, the croloaf does not should be eaten on the day it's made, and “tastes just as sensible some days after” if it is toasted.
At 114 calories a slice, every serving contains a 3rd less than the 340 calories in the typical croissant. The croloaf is offered in M&S for £two.forty.
News of the loaf has sparked headlines, and debate among curious shoppers. One Twitter user hailed it as “genius” while another wrote “dreams will return true”.
M&S said it was impressed by similar creations in artisan bakeries and also the US, including the Beurrage bakery in Chicago.
A spokeswoman for the M&S bakery said the loaf is aimed toward folks who enjoy the convenience of a slice of toast, but love the “delicious buttery style of croissants.”
The launch of the croloaf comes after Dominique Ansel, the French-born pastry chef who invented the cronut in 2013, opened his 1st bakery in London earlier this year.
