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Loaf feeds the CRO-NUT craze

Media release

11 September, 2013

Loaf feeds the CRO-NUT craze

Pastry pilgrims have queued in their thousands to sample it; Heidi Klum hired a private jet to fly hers home; others have scalped for them by the delicious dozen for 10 times the price.

Now Sean Armstrong from Loaf Handcrafted Breads has launched his own CRO-NUT– a delectable take on the cult doughnut-croissant crossbreed.

New York’s Soho is the home of the sweet-tooth global sensation where the hybrid treat was first served up by French pastry chef Dominique Ansel in May. Since then, patisseries from Brazil to Japan have created their own version of the mouth-watering indulgence.

With his finger on the foodie pulse, Sean knew Kiwis deserved their own CRO-NUT fix and has been busy perfecting the process for weeks until he was 100 per cent satisfied his version was set to impress.

“We saw how successful it was in NYC and decided why not try and create a local spin on it. The combination of flaky buttery layers of croissant and a crispy sugary doughnut is unforgettable,” Sean says.

Sean’s homegrown fusion contains croissant and doughnut ingredients shaped into a ring, flash fried, filled with vanilla custard, rolled in cinnamon sugar and drizzled with chocolate.

Loaf CRO-NUTs have an RRP of $4.50 and are available from selected supermarkets, food stores and cafes right now.

“We promise all the buttery sugary goodness you would expect,” Sean says. “Just one taste and you’ll understand why the CRO-NUT craze will consume Auckland!”

With over 50 stockists throughout the North Island visit the Loaf website for your closest fix.


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