Semmelwrap

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A semmelwrap is a Swedish pastry.

A semmelwrap is a variation of the Swedish semla, a cardamom-flavoured bun filled with almond paste and whipped cream. The semla is traditionally eaten on Shrove Tuesday. The ingredients of the semmelwrap are similar to those in a standard semla. The key difference between a traditional semla and the semmelwrap is that the dough is rolled thin and baked lightly, so that it can be rolled as a sandwich wrap around the whipped cream and almond paste.[1][2]

The semmelwrap was invented by Mattias Ljungberg at Tössebageriet, a bakery in Östermalm, Stockholm. It was launched in January 2015 ahead of the semla season.[3][4][5] According to Ljungberg the ambition had been to design a semla pastry that one could eat "on the go".[5] The launching of the Semmelwrap quickly became a viral success, with broad coverage in Swedish publishing and social media.[6][7][8] By late January 2015 Tössebageriet claimed to be selling around 1,000 Semmelwraps per day.[9]

Neither the name nor the design of the pastry was trademark protected by its creator.[10] Other bakeries across the country soon began imitating the concept.[4][11][12][13] However, the habit of eating semla on Shrove Tuesday is a deep-rooted Swedish tradition and the concept of the semmelwrap was met with scepticism by people preferring traditional semlas.[14]

Etymology[edit]

At the time of the launch of the pastry, the correctness of its name began to be debated. Ljungberg himself insists that the name is "semmelwrap" (i.e. a semla-based wrap).[8] However, the Swedish Institute for Language and Folklore commented on the naming, stating that "wrapsemla" (i.e. a semla shaped as a wrap) or "rullsemla" ("rolled semla") would be more adequate namings.[15]

See also[edit]

References[edit]

  1. ^ Bajric, Amar (20 January 2015). "Semmelwrapen är här". Göteborgs-Posten (in Swedish). 
  2. ^ Wiberg, Julia. "Semmelwrap – så smakar den". Mitt Kök (in Swedish). Expressen and TV4. 
  3. ^ Adamsson, Lina (19 January 2015). "Semmelwrapen – helt klart årets godaste uppfinning!". Amelia (in Swedish). 
  4. ^ a b Widehed, Maria (6 February 2015). "Hoprullad semla nu även i Malmö". Sydsvenska Dagbladet (in Swedish). 
  5. ^ a b Carlén, Linnea (22 January 2015). "Här är den nya semmel-wrappen – som du kan äta i farten". Metro (in Swedish). 
  6. ^ "Vinterns hetaste bakverk - men inte i Kalmar". Barometern (in Swedish). 23 January 2015. 
  7. ^ Björkman, Emma (22 January 2015). "Polisen om gammal "lag": Bagare bötfälldes för tidigt semmelbak". Metro (in Swedish). 
  8. ^ a b Jacobsson, Markus (21 January 2015). "'Jag ville blåsa upp semlan i medievärlden'". Dagens Media (in Swedish). 
  9. ^ Rauden, Lisbeth (22 January 2015). "Wrapsemla, 1 000 per dag säljs, Tösse nyanställer". RS – Restauranger & Storkök (in Swedish). Mentor Communications. 
  10. ^ Hultquist, Stefan. "Oskyddad semmel-wrap snabb succé". PRVbloggen (in Swedish). Swedish Patent and Registration Office. 
  11. ^ Pergeman, Liza (21 January 2015). "Kolla in nya semmelwrappen". VLT (in Swedish). 
  12. ^ Ronge, Johan (22 January 2015). "Semmelwrapen har kommit till Gävle". Arbetarbladet (in Swedish). 
  13. ^ Öhlander, Sofia (24 January 2015). "Succé för nya semmelwrapen i Gävle". Gefle Dagblad (in Swedish). 
  14. ^ "New-fangled takes on classic semla pastry fire up controversy". Radio Sweden. 17 February 2015. 
  15. ^ "Semmelwrap eller wrapsemla?" (in Swedish). Swedish Institute for Language and Folklore. 18 February 2015.