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Insight of the Day: From ‘crookies’ to flavored versions: The French croissant reinvents itself to battle American snacks and attract Gen Z

The French croissant, a beloved staple of French cuisine, is undergoing a reinvention in order to compete with American snacks and attract a younger audience. This article from El Pais explores the evolution of the croissant, from traditional buttery versions to new and innovative flavors and techniques.

One popular variation of the croissant is the "crookie," a hybrid croissant-cookie pastry that combines the flakiness of a croissant with the sweetness of a cookie. Another trend is the introduction of flavored croissants, such as matcha, red velvet, or even savory options like truffle or prosciutto. These new twists on the classic pastry are aimed at appealing to a younger demographic who may be more accustomed to American-style snacks.

In addition to new flavors, bakeries are also experimenting with different shapes and presentations to make croissants more visually appealing and Instagram-worthy. By embracing creativity and innovation, the French croissant is staying relevant in a competitive snack market and attracting a new generation of fans.

Overall, the evolution of the French croissant reflects a larger trend of traditional foods adapting to modern tastes and preferences. By reinventing itself, the croissant is able to maintain its status as a beloved French classic while also appealing to a wider audience.

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