Croloaf: Marks and Spencer unveils croissant loaf hybrid
The product inspired by an artisanal bakery in Chicago has been hailed as 'genius'
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Your support makes all the difference.First artisanal bakers invented the cronut, then the cromuffin, and now Marks & Spencer (M&S) has introduced the “croloaf” to the British high-street.
The croissant-loaf hybrid is made using all-butter egg pastry constructed like a rectangular slab of bread. The shape means the croloaf can be easily sliced and toasted, according to the retailer.
M&S said that unlike the traditional French croissant, the croloaf does not have to be eaten on the day it is made, and “tastes just as good a few days after” if it is toasted.
At 114 calories a slice, each serving contains a third less than the 340 calories in the average croissant. The croloaf is available in M&S for £2.40.
News of the loaf has sparked headlines, and debate among curious shoppers. One Twitter user hailed it as “genius” while another wrote “dreams can come true”.
Others weren't so convinced.
M&S said it was inspired by similar creations in artisan bakeries and the US, including the Beurrage bakery in Chicago.
A spokeswoman for the M&S bakery said the loaf is aimed at people who enjoy the convenience of a slice of toast, but love the “delicious buttery taste of croissants.”
The launch of the croloaf comes after Dominique Ansel, the French-born pastry chef who invented the cronut in 2013, opened his first bakery in London earlier this year.
Additional reporting by PA
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