Cronut

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A cronut
A cronut cut in half

Cronut is a croissant-doughnut pastry invented by New York City pastry chef Dominique Ansel of Dominique Ansel Bakery.[1][2] The pastry resembles a doughnut and is made from croissant-like dough which is filled with flavored cream and fried in oil. A trademark was registered for the name "cronut" at the United States Patent and Trademark Office[3][4]

Official "Cronut" pastries are sold only at the Dominique Ansel bakeries in New York City, Tokyo, and London. Rivals with names like "croissant doughnut", "doughnut pastry", "doussants", "crognet", "zonut" or "crogel" are common at other bakeries to avoid the trademark on the name.[5][6]

Origin[edit]

In 2013, bakery owner Dominique Ansel created the pastry out of dough similar to that of a croissant (a pastry that he had been more familiar with) with flavored cream inside.[7][8]

The product was introduced on May 10, 2013. On the same night, a blogger from Grub Street, the online restaurant blog from New York magazine, reported on the new pastry.[7][9] The post resulted in much interest and online circulation, and by the third day, a line of over 100 people had formed outside the shop to buy it.[8] Within nine days of introducing the pastry to the Bakery's menu, Ansel filed for a trademark for the "Cronut" name.[10]

In February 2014, due to a clerical error at the United States Patent and Trademark Office, the trademark was issued inadvertently before the expiration of an extension of time to oppose the mark. The initial registration was therefore cancelled and the application was restored to a pending status.[11] The trademark was correctly issued in August 2015.

Similar products[edit]

Chef Alina Eisenhauer of Sweet Kitchen & Bar in Worcester, Massachusetts, claimed that she was the first to fry croissant dough and has been serving her "dosants" since 2008.[12] Baker Roy Auddino claims that he has been making "doughssants" since 1991.[13]

After the release of the Cronut, similar products have sprung up throughout the world.[14][15][16][17][18][19]

Make-at-home recipes have been developed.[17] Dominique Ansel himself released an At-Home Cronut Recipe for bakers to attempt in their own homes, although it states that the difficulty level of making one's own Cronut is 'extreme' and it could take longer than two hours to make, with preparations beginning two days beforehand.[20]

Controversy[edit]

Due to its limited production and exclusivity, the Cronut spawned a black market in New York City with scalpers reselling the $5 products for up to $100 each.[21]

Charitable Campaigns[edit]

In July 2013, Dominique Ansel Bakery launched a series of charitable campaigns with the Cronut to benefit the Food Bank for New York City.[22] The Cronut Project campaign, sponsored by Dominique Ansel and three staffmembers at BBH, benefited the Food Bank for New York City by raising over US$6,000 in six days with only twelve Cronut pastries.[23]

In September 2013, Dominique Ansel Bakery partnered with Shake Shack to offer Cronut Hole Concretes, featuring Cronut Holes and brown butter caramel custard. Hundreds lined up as early as 4 a.m. for a chance to purchase one of these 1000 concretes. All proceeds, over $5,300, went to the NYPD Widows and Children Fund and Madison Square Park Conservancy.[24]

At a live auction in October 2013 benefiting City Harvest (a New York City food rescue organization) Dominique Ansel, with auctioneer Nicholas Lowry and Questlove, auctioned a dozen freshly baked Cronut pastries for $14,000 in less than twenty minutes.[25][26]

Reception[edit]

Writing for the Village Voice in May 2013, Tejal Rao proclaimed the Cronut Ansel's "masterpiece."[27] TIME Magazine named the Cronut one of the best inventions of 2013.

See also[edit]

References[edit]

  1. ^ Introducing the Cronut, a Doughnut-Croissant Hybrid That May Very Well Change Your Life - Grub Street New York
  2. ^ "Meet the Cronut: Croissant-Donut Hybrid Takes Pastry World by Storm - ABC News". Abcnews.go.com. 2013-05-20. Retrieved 2014-04-19. 
  3. ^ Katie Little (2013-06-07). "Cronut Mania Spawns Imitators and a Trademark Rush". Cnbc.com. Retrieved 2014-04-19. 
  4. ^ USPTO. "Cronut". Retrieved 30 January 2014. 
  5. ^ http://www.huffingtonpost.com/2014/01/15/cronut-trademark-dominique-ansel_n_4603532.html
  6. ^ http://www.goodfood.com.au/eat-out/news/from-cronut-to-zonut-pastry-fever-comes-to-sydney-20130614-2o8hd
  7. ^ a b "Eureka! From Gone Girl to the selfie stick – how one great idea can change your life". The Guardian. November 6, 2015. 
  8. ^ a b Shunk, Laura (2013-12-04). "Cronut Wizard Dominique Ansel: "I Want to Make the World of Pastry Exciting"". Blogs.villagevoice.com. Retrieved 2014-02-26. 
  9. ^ Merwin, Hugh (May 9, 2013). "Introducing the Cronut, a Doughnut-Croissant Hybrid That May Very Well Change Your Life". Grub Street. 
  10. ^ Brendan O'Connar (May 8, 2015). "The Mysterious Persistence of the Cronut". New York Times. 
  11. ^ http://tsdr.uspto.gov/documentviewer?caseId=sn85936327&docId=NTS20140210122542#docIndex=2&page=1
  12. ^ Chef Alina Eisenhauer's 'Dosants' Were Cronuts Before Cronuts Were Cronuts FOX News Magazine
  13. ^ Battle for Pastry Columbus Dispatch
  14. ^ "The ‘Cronut’…Er, That’s the ‘Doughssant’…Has Arrived In St. Louis « CBS St. Louis". Stlouis.cbslocal.com. 2013-07-08. Retrieved 2014-04-19. 
  15. ^ Tenny Tatusian Cronut in LA: Semi Sweet Bakery to introduce the Crullant Los Angeles Times-Jun 27, 2013
  16. ^ 'Cronut' craze has made it to Jacksonville June 28, 2013 FCN
  17. ^ a b A homemade version of the Cronut Minneapolis Star Tribune-Jun 26, 2013
  18. ^ "Good Food - From cronut to zonut, pastry fever comes to Sydney". Smh.com.au. 2013-06-14. Retrieved 2014-04-19. 
  19. ^ "Where to get cronuts in London". 2013-08-23. Retrieved 2015-09-24. 
  20. ^ "Dominique Ansel's At-Home Cronut". ABC News. Retrieved 2016-07-05. 
  21. ^ "Crazy For Cronuts: Picking Apart The Tasty Trend". NPR. 2013-07-13. Retrieved 2014-04-19. 
  22. ^ Want A Cronut? Donate To A Food Bank | Fast Company | Business + Innovation
  23. ^ "The Cronut Project". Retrieved October 22, 2013.
  24. ^ "Hundreds line up at Shake Shack for Cronut Hole Concrete, mix of frozen custard and cinnamon-sugar cronut holes". New York: NY Daily News. 2013-09-17. Retrieved 2014-04-19. 
  25. ^ Tishgart, Sierra (2013-10-23). "Someone Paid $14,000 for a Dozen Cronuts - Grub Street New York". Grubstreet.com. Retrieved 2014-04-19. 
  26. ^ Jen Chung in Food on Oct 23, 2013 1:41 pm (2013-10-23). "A Dozen Cronuts Sold For $14,000". Gothamist. Retrieved 2014-04-19. 
  27. ^ Tejal Rao (2013-05-10). "The Cronut Is a Doughnut-Croissant Love Child". The Village Voice. Retrieved 2014-08-13. 

External links[edit]