Think you know the croissant? Bridor explores the world of deconstructed and reimagined pastry creations.
The UK bakery market has demonstrated strong performance in the past 18 months [Circana], with baked goods and pastries remaining popular with consumers, despite a competitive and challenging economic environment.
One of the reasons behind this, according to Erwan Inizan, Northern Europe sales director at French bakery manufacturer Bridor, is the perception of bakery goods as an affordable treat. “We know that budgets are still tight for many consumers, but whether its fresh-from-the-oven croissants or hearty loaves of bread, bakery goods are viewed as strong value purchases as they provide little moments of indulgence throughout the day without breaking the bank.”
Pastries continue to innovate and excite
In addition to their positive value associations, Inizan also points towards the innovative spirit of the bakery sector as another strong way of connecting and engaging with consumers.
“One of the bakery sector’s strongest attributes is that it never stands still. Be it an independent bakery or a large-scale manufacturer, bakers are always looking for new ways to bring excitement to consumers and tap into the latest foodie trends, from novel flavour combinations to new formats and customisable options.
“The modern pastry sector is a crowded and competitive landscape, with lots of delicious options vying for consumers’ attention. Also, consumers are increasingly looking for uniqueness and variety when it comes to culinary products. So, by pushing the boundaries of the ‘traditional’ pastry, operators can stand out from the crowd and bring in new customers.”
“Deconstructed croissants are an invitation to be daring and up-to-the-minute”
Erwin Inizan, Northern Europe sales director, Bridor
Reinventing the croissant
Croissants remain the first choice for 95% of consumers when choosing a pastry, according to Bridor research commissioned for its ‘Croissant Revolution’ guide [Bridor]. While croissants are a staple of most bakeries in the UK, they can also act as a versatile base for a variety of culinary experiments and daring deconstructions according to Bridor.
“Our research has found that 87% of consumers are interested in croissants with an original shape,” states Inizan. “On top of this, more than two-thirds of consumers are interested in trying ‘reinvented’ croissants, showcasing the demand for experimental bakes.”
There are numerous reinvented and deconstructed croissant variations, including the cronut (croissant and donut), the croffle (croissant and waffle), cruffin (croissant and muffin) and crookie (croissant and cookie).
“Deconstructed croissants are an invitation to be daring and up-to-the-minute,” continues Inizan. “By reimagining the traditional shape of croissants and blending them with other bakery favourites, you can create unique products that will amaze consumers. While they are a little more complicated to make, they will bring that wow factor to your displays and allow pastry chefs to explore their creativity to produce one-of-a-kind visual and taste experiences.
“Take the cube croissant. These are a bold reimagination of traditional Viennese pastries by taking on a geometric shape and can be customised with a delectable range of fillings and toppings. We created a user guide for bakers and chefs, looking at croissants in every shape and style, to help inspire these creations in the bakery or kitchen.”
“Bold, vibrant and eye-catching creations can build momentum on social platforms”
Erwin Inizan, Northern Europe sales director, Bridor
Spread the word on social
While many of these reimagined croissants have originated from specific bakeries, social media channels – particularly Instagram and TikTok – have played an important role in sharing these creations with a wider audience. The Cronut was famously thought up by Dominique Ansel and first sold at his bakery in New York in 2013. It soon became a social media phenomenon, bringing in customers from around the world and inspiring other bakeries to replicate the product.
“Bold, vibrant and eye-catching creations can build momentum on social platforms,” adds Inizan. “From cruffins to crookies, these ever-so spectacular Viennese pastries are quick to go viral, appealing to curious customers eager to try out something new.”
Experiment on a regular basis
“By rolling out new recipes to your customers on a regular basis, you can meet the ever-growing consumer demand for one-of-a-kind experiences,” concludes Inizan. “At the same time, experimenting with bespoke pastry creations and sharing striking product images online can boost your visibility and the appeal of your outlet. Pastries remain a firm favourite among consumers for various meal and snack occasions, but by customising classics and bringing cutting-edge, inventive bakery products to your store, you can stay a step ahead of the competition.”
To learn more about the latest croissant trends and discover insights on how operators can boost their pastry sales throughout the day, download the new Bridor ‘Croissant Revolution’ guide here.
*Data is from a Bridor study, conducted in the UK, among 800 buyers of croissants at least once a week, January 2025.
