Food: The internet is obsessed with croissant bread — here's how to make it

Why it is the topic trending:

• Viral Food Trend: The internet's obsession with croissant bread and its various iterations (cube croissants, crookies, etc.) makes it a consistently popular topic in online food culture.

• Innovative Recipe: The creation of croissant bread by Amy Coyne using grated butter in sourdough is a novel and intriguing twist on traditional baking.

• Massive Online Engagement: Coyne's recipe reel amassing over 11 million views demonstrates significant public interest and virality.

• Adaptability and Accessibility: The development of a no-knead croissant focaccia by Luay Ghafari makes the trend more accessible to amateur bakers.

• Focus on Home Baking: The trend aligns with the ongoing popularity of home baking and experimentation in the kitchen.

Overview:

The article discusses the latest internet sensation in the realm of baked goods: croissant bread. Following a history of viral croissant variations, Kentucky-based recipe developer Amy Coyne innovated by adding grated butter to her sourdough, creating a bread with a light, flaky, croissant-like texture and flavor. Her Instagram reel showcasing this creation quickly garnered millions of views, inspiring others to try the recipe. Toronto food blogger Luay Ghafari then developed an accessible, no-knead croissant focaccia version, further expanding the trend's reach and appeal to home bakers of all skill levels. The article also includes pro tips from both creators for successfully making croissant bread and focaccia.

Detailed Findings:

• Croissant bread is the latest viral internet food trend, following other croissant variations.

• Amy Coyne created croissant bread by adding grated chilled butter to her sourdough dough.

• This method aimed to create a light, flaky texture and croissant-like flavor.

• Coyne's Instagram reel of the recipe received over 11 million views.

• Luay Ghafari, a Toronto food blogger, created a no-knead croissant focaccia version that doesn't require a Dutch oven or sourdough starter.

• Ghafari's recipe is based on his popular overnight focaccia and is described as foolproof and accessible.

• Coyne emphasizes the importance of dough temperature (70-72 F) and incorporating grated butter during the stretch-and-fold process.

• Ghafari recommends using ice-cold butter (possibly frozen for 15 minutes) and ice water.

• He also advises allowing a long rise in the fridge (at least 18 hours) and buttering the pan before oiling.

• Both bakers stress the importance of not hurrying the process and allowing for proper cooling after baking.

Key Takeaway:

Croissant bread, originating from a creative twist on sourdough by Amy Coyne and further popularized by Luay Ghafari's accessible focaccia version, has become the latest viral baking trend, capturing the attention and imagination of home bakers seeking to create a unique and delicious bread with croissant-like qualities.

Main Trend:

• Trend Name: Hybrid Bakery Innovations

Description of the trend (please name it):

Hybrid Bakery Innovations describes the growing trend in home baking and among food creators of developing novel baked goods by combining elements, techniques, or flavor profiles from different types of traditional baking. This often results in unique hybrid creations that offer a fresh and exciting twist on familiar favorites, capturing online attention and inspiring culinary experimentation. Croissant bread, blending the characteristics of croissants and sourdough bread, perfectly exemplifies this trend.

What is consumer motivation (detailed description):

• Desire for Novelty and Excitement: Home bakers are often looking for new and interesting recipes to try that offer a departure from standard baking.

• Seeking Unique Flavor and Texture Combinations: The appeal of hybrid bakery lies in the promise of experiencing familiar flavors and textures in unexpected ways, such as the flakiness of a croissant in the form of bread.

• Creative Expression and Experimentation: Baking can be a creative outlet, and hybrid recipes offer opportunities to experiment with different ingredients and techniques.

• Sharing and Recognition Online: The virality of trends like croissant bread is driven by the desire of bakers to share their creations online and gain recognition within the baking community.

• Making Challenging Techniques More Accessible: Variations like Ghafari's no-knead focaccia make traditionally complex baked goods more approachable for a wider range of home bakers.

What is driving trend (detailed description):

• Internet and Social Media Influence: Platforms like Instagram and TikTok play a crucial role in the rapid spread and popularization of innovative food trends.

• Accessibility of Recipes and Tutorials: Online resources make it easy for bakers to find and follow new and unique recipes.

• Home Baking as a Hobby: The increasing popularity of home baking provides a large audience eager to try new things.

• Food Bloggers and Influencers: Creators like Amy Coyne and Luay Ghafari actively develop and share innovative recipes, driving trends.

• The "Foodie" Culture: A widespread interest in exploring new and exciting food experiences fuels the demand for hybrid creations.

What is motivation beyond the trend (detailed description):

• Improving Baking Skills: Trying new and hybrid recipes can be a way for home bakers to expand their skills and knowledge.

• Creating Delicious Food for Enjoyment: Ultimately, the goal of baking is often to create tasty food for oneself, family, and friends.

• Connecting with Others Through Shared Interests: Online baking communities provide a space for enthusiasts to share their creations and learn from each other.

Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle):

The article primarily refers to amateur home bakers who are active online and interested in trying new and trending recipes.

• Age: Likely spans a range of ages, from younger individuals who are active on platforms like Instagram and TikTok to older adults who enjoy home baking as a hobby.

• Gender: While baking is enjoyed by all genders, the online baking community tends to have a significant female representation.

• Income: Likely includes individuals across various income levels, as home baking can be an accessible hobby for many.

• Lifestyle: These consumers are likely engaged with online food culture, enjoy experimenting in the kitchen, and often share their culinary creations on social media. They are likely looking for recipes that are both innovative and achievable at home.

Conclusions:

The croissant bread trend is a prime example of the Hybrid Bakery Innovations trend, driven by the creativity of home bakers and the rapid dissemination of recipes through online platforms, satisfying the consumer desire for novelty, unique flavor combinations, and accessible baking projects.

Implications for brands:

• Baking Supply Companies: Can capitalize on the trend by promoting ingredients and tools needed for croissant bread and focaccia.

• Food Influencers and Bloggers: Should continue to explore and share innovative hybrid baking recipes.

• Grocery Stores: Can highlight ingredients popular in viral baking trends to cater to home bakers.

Implication for society:

• Fostering Creativity in the Kitchen: Encourages experimentation and skill development in home baking.

• Building Online Food Communities: Connects people through shared interest in food and baking trends.

Implications for consumers:

• Access to Exciting New Recipes: Provides opportunities to try unique and delicious baked goods at home.

• Enhancement of Baking Skills: Encourages learning and experimentation in the kitchen.

Implication for Future:

• Continued Emergence of Hybrid Baking Trends: Expect more creative combinations of traditional baking methods and recipes.

• Increased Influence of Social Media on Food Trends: Online platforms will continue to drive the popularity of innovative recipes.

Consumer Trend (name, detailed description): Experiential Home Baking - Consumers are increasingly viewing home baking not just as a means to create food but as an enjoyable experience involving experimentation and the creation of unique and trendy items.

Consumer Sub Trend (name, detailed description): Socially Driven Culinary Experimentation - Home bakers are motivated to try new recipes and techniques, often driven by trends they see on social media, and they frequently share their results online.

Big Social Trend (name, detailed description): The Democratization of Culinary Creation - The internet and social media have empowered home cooks and bakers to access and share recipes, leading to a more democratized and collaborative culinary landscape.

Worldwide Social Trend (name, detailed description): Global Spread of Food Trends - Food trends now spread rapidly across the globe through online platforms, connecting food enthusiasts from different cultures.

Social Drive (name, detailed description): Seeking Novelty, Creativity, and Connection Through Food - Consumers are driven by a desire for new experiences, creative expression, and connection with others through shared culinary interests.

Learnings for brands to use in 2025 (bullets, detailed description):

• Novelty and unique flavor combinations drive interest in baking trends.

• Social media is a powerful tool for popularizing recipes.

• Accessibility and ease of execution are key for home bakers.

Strategy Recommendations for brands to follow in 2025 (bullets, detail description):

• Baking supply companies can partner with food influencers to promote trend-based recipes.

• Grocery stores can create displays featuring ingredients for viral baking trends.

• Food bloggers and recipe developers should continue to innovate and share unique hybrid baking ideas.

Final sentence (key concept) describing main trend from article: The internet's obsession with croissant bread exemplifies the trend of Hybrid Bakery Innovations, showcasing the consumer desire for novelty and creative twists on familiar baked goods, amplified by online sharing.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, brands and companies in the food and baking industries should strategically capitalize on the Hybrid Bakery Innovations trend by:

• Baking supply companies can leverage the trend by creating and promoting recipe kits or specialized ingredient bundles for popular hybrid baked goods like croissant bread and focaccia, making it easier for consumers to participate. They should also collaborate with online baking influencers to showcase these products and recipes.

• Grocery stores can benefit by creating eye-catching in-store displays that feature all the necessary ingredients for trending hybrid recipes, capitalizing on the impulse buying behavior of home bakers. They can also share recipes and tips on their social media platforms and websites to attract customers.

• Food bloggers and recipe developers should continue to innovate and create new and exciting hybrid baking concepts, sharing them widely on platforms like Instagram, TikTok, and YouTube. This will not only build their audience but also drive demand for related ingredients and baking supplies.

Final Note:

• Core Trend: Hybrid Bakery Innovations * Detailed Description: The trend of combining elements from different types of baking to create novel and exciting hybrid baked goods.

• Core Strategy: Embrace and Facilitate Culinary Experimentation * Detailed Description: Brands and creators should encourage and support home bakers in trying new and innovative recipes.

• Core Industry Trend: The Increasing Influence of Social Media on Food Culture * Detailed Description: Online platforms are playing a dominant role in driving food trends and shaping consumer behavior in the kitchen.

• Core Consumer Motivation: Seeking Novelty and Creative Expression Through Baking * Detailed Description: Home bakers are motivated by the desire to try new things, express their creativity, and share their culinary creations.

• Final Conclusion: The croissant bread craze in 2025 highlights the power of Hybrid Bakery Innovations, driven by online communities and a consumer desire for unique and exciting culinary experiences in the home kitchen. Brands and creators who tap into this trend by providing resources, inspiration, and accessible recipes will find success.

Core Trend Detailed (Hybrid Bakery Innovations)

• Description: Hybrid Bakery Innovations describes the increasing trend in home baking and among food creators of developing novel baked goods by creatively combining elements, techniques, or flavor profiles from different types of traditional baking. This often results in unique and exciting hybrid creations that offer a fresh twist on familiar favorites, capturing online attention and inspiring widespread culinary experimentation. The viral croissant bread trend, which merges aspects of croissant making with sourdough bread, is a prime example of this innovative approach.

• Key Characteristics of the Trend (summary):

  • Combination of Baking Styles: Merging techniques or ingredients from different types of baked goods.

  • Novel and Unique Creations: Resulting in entirely new and imaginative items.

  • Focus on Flavor and Texture Contrasts: Aiming to achieve interesting combinations of taste and mouthfeel.

  • Driven by Experimentation: Encouraging creativity and a willingness to try new things in the kitchen.

  • Popularity on Social Media: Often fueled by viral trends and online sharing among baking enthusiasts.

• Market and Cultural Signals Supporting the Trend (summary):

  • Croissant Bread Virality: The article itself showcases the massive online interest in this hybrid creation.

  • Previous Croissant Hybrids: Mentions the popularity of cube croissants, crookies, flat croissants, and croissant cereal, indicating a broader appetite for such innovations.

  • Active Online Baking Communities: Platforms like Instagram, TikTok, Reddit, and baking forums are filled with home bakers sharing their experiments.

  • Food Blogger and Influencer Activity: Creators like Amy Coyne and Luay Ghafari actively develop and share these types of recipes, driving engagement.

  • Consumer Desire for Novelty: Reflects a general trend in food culture where consumers are constantly seeking new and exciting culinary experiences.

• How the Trend Is Changing Consumer Behavior (summary):

  • Encourages Experimentation in Home Baking: Inspires more home bakers to try unconventional recipes.

  • Increases Engagement with Online Baking Communities: Fuels the sharing and discovery of new hybrid creations.

  • Drives Demand for Specific Ingredients and Tools: Can lead to increased purchases of items needed for these unique recipes.

  • Shifts Expectations for Home-Baked Goods: Home bakers are becoming more adventurous and looking beyond traditional recipes.

  • Creates Opportunities for Learning New Baking Techniques: Hybrid recipes often involve a broader range of skills and methods.

• Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary)):

  • For Brands and CPGs: Baking supply companies can develop and market products and kits specifically for these hybrid recipes. Ingredient manufacturers can highlight the versatility of their products for innovative baking.

  • For Retailers: Grocery stores can create displays featuring ingredients for trending hybrid recipes, and online retailers can curate selections of specialty baking items.

  • For Consumers: Provides access to a wider variety of creative and exciting recipes. Enhances the home baking experience and offers opportunities for skill development and online community engagement.

• Strategic Forecast: The trend of Hybrid Bakery Innovations is expected to continue to flourish. The combination of readily available online resources, the growing popularity of home baking as a creative outlet, and the constant demand for novelty in food culture will likely lead to the emergence of even more imaginative and unique hybrid baked goods in the future. Social media platforms will continue to play a crucial role in discovering, sharing, and popularizing these trends.

• Final Thought: Hybrid Bakery Innovations represent a dynamic and engaging aspect of modern food culture, showcasing the creativity and passion of home bakers and food creators in pushing the boundaries of traditional baking to create exciting new culinary experiences.

Source: https://www.cbc.ca/life/food/croissant-bread-viral-trend-1.7536372