Phenomenon | The new baking craze is sold out in coffee shops – the baking counter of a market in Helsinki says the same thing

“New the croissant is taking Paris by storm”, The BBC reported from the delicacy craze that started via social media in March. It is a combination of croissant and cookie dough, a product named crookie. Its basic idea is that there is chocolate chip cookie dough baked to perfection on or between a regular croissant.

Tiktok is probably behind the popularity. According to several sources, such as the BBC, the first crookies were invented by a Frenchman Stéphane Louvard in autumn 2022.

According to the story, he wanted to try “something fun” in the kitchen of a Parisian bakery. The sales of the products in the bakery were relatively good, until they grew enormously in early 2024 after “a tiktok influencer got a tip about them”.

Crookies has also been seen in Finnish cafes during the spring. In March, they even raised a little hype in, for example, the Helsinki coffee shop chain Round.

“Yes, they were all sold out every day,” the cafe says.

Crookies have been available in Hakaniemi's hall cafes for a couple of weeks now. There, the delicacy is prepared in such a way that there is cookie dough inside and on top of the croissant.

“They are doing well. Especially younger people buy more of them,” a cafe employee Raakel Salokannel says on Tuesday.

They have also been wondered at, he says. It is not surprising, because they may not represent the most beautiful delicacies. There are different versions for all trains.

Markets there is not enough information about the conquest yet, but the crookies went on sale at the fry stand of the Postitalo K-supermarket in the center of Helsinki after Easter.

There they are named cookiecroisant. Dealer Mikko Länsiluoto was convinced based on social media that the delicacy would be of interest to consumers. According to him, the customers have even found the new delicacy so well that there have been problems in meeting the demand.

“Everything we make sells out,” Länsiluoto says.

Responsible for the store's bread products Tiina Ranta says that cookie croissants have been praised for being vegan. Right now there is a shortage of the dough used to make them.

The store shows the rise and fall of different food hits at regular intervals. For example, it became a hit last year rose quickly Prime drink, which also lost popularity relatively soon. According to Länsiluoto, especially the vegan gelling agent agar agar is now sold clearly more than usual the popular cheese recipe because of.