2022's "crookie," a croissant filled with cookie dough, went viral on TikTok, boosting Parisian bakery Maison Louvard's sales.
The "crookie", a croissant filled with cookie dough, has gone viral on TikTok, leading to a significant increase in sales at Parisian bakery Maison Louvard. Invented by pastry chef Stephane Louvard in 2022, the crookie gained popularity after a video by TikTok influencer Johan Papz. As a result, Maison Louvard now produces between 1,000 and 1,600 crookies daily, with imitators appearing in cities such as Brussels, New York, Tel Aviv, and Singapore. Despite its popularity, Louvard has no intention of filing a patent for the treat.
April 04, 2024
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