Cruffins, brookies and baissants: hybrids remain popular

4 Nov 2021

Hype & Trend Signal

Consumers all over the world have a soft spot for hybrid bakery goods: traditional patisserie and bakery classics, but with an innovative twist. A new shape, a new combination of tastes, or a new texture – anything that gives a well-known classic a surprising new twist. Back in 2017, we shared 16 popular hybrid concepts like the townie, the bruffin, the cronut and the donnoli. What hybrids have we discovered since? Get inspired by these nine hybrid treats.

1. Scuffin

Scone-like dough with a dense, crumbly texture, formed into a muffin shape and filled with a treat of fruit preserves: that’s the scuffin. Frog Hollow Farm invented the scuffin using fruit that was too ripe or not aesthetically pleasing enough to meet the demands of retailers. They couldn’t stand off-grade fruit being disposed of as waste. So they turned the fresh fruit into purees, which they used to create some great new products. One of these was the scuffin, which became an instant hit: not too sweet and very filling.

2. Brookies

The brookie is the lovechild of the cookie and the brownie. Combined, you get either a brownie with a crunchy cookie on top, or a cookie topped with gooey brownie. It is unclear who invented brookies, but Jovon English of Milk + Brookies in Los Angeles is credited with popularising the treat. He pitched the brookie on the television show Shark Tank. The brookie is so popular that a lot of supermarkets even sell a boxed baking mix for the snack.

3. Cruffin

Not to be confused with the scuffin, the cruffin is a crossover between a croissant and a muffin. We spotted this snack back in 2017, but recently we’ve seen the cruffin pop up a lot on social media. This flaky, crispy, muffin-shaped piece of patisserie is having a moment again, partly because there’s a new popular twist on the hybrid: the sourdough cruffin. The fun of the cruffin is the option to either go sweet, with a cinnamon and sugar coating for instance, or savory with bacon and cheese bits.

4. Baissant

The New York Crumbs Bake Shop introduced the baissant. This is a tasty mash-up of bagel and croissant dough, which is interwoven and baked. Unlike the bagel, this snack can be eaten on its own, without any spreads or toppings. Other bakeries offer a similar mash-up and call it a cragel.

5. Pake – or chake

Consumers who have a hard time choosing between a pie and a cake can now go for a pake – a pie baked inside a cake – or a chake: a pie baked inside a cheesecake. Pakes and chakes are inspired by the ‘turducken’, the Thanksgiving favourite in which a chicken is roasted inside a duck that’s inside a turkey. The ultimate pake is probably the three-layered ‘cherpumple’: a cherry pie baked inside a white cake, a pumpkin pie inside a yellow cake and an apple pie inside a spice cake. These layers are then stacked and frosted, so you can’t tell there’s pie in the middle of the cake until you slice it open.

6. Croclair

This croissant-éclair hybrid is made from croissant pastry and filled with flavoured cream. On top there’s chocolate, icing or more cream. Some bakeries, like South Africa’s Jason Bakery, opt for a classic long éclair shape, while the Kosovan Mullí Bakery retains the classic crescent croissant shape. Either way, the end result is an interesting mix of flaky, airy pastry and dense, rich cream.

7. Duffin

Some years ago, American baker Bea Vo crossed a doughnut with a muffin, creating a doughnut with a cakey twist to it, filled with jam. It was made with raspberry jam, buttermilk and nutmeg, and proved really popular with her customers, who named it the ‘duffin’. It was so popular that, some years later, Starbucks provoked a social media storm dubbed ‘Duffingate’ by launching the duffin in their stores and presenting it as their own invention.

8. Cretzel

The ‘cr’ stands for croissant and the ‘etzel’ comes from pretzel. The cretzel is a chewy, dark croissant with a firm crust. The pretzel elements are the pretzel-shape, the lye that creates the characteristic crust (because it enhances the Maillard reaction on the outside of the dough) and the flakes of salt that are sprinkled on top. Coyle’s Bakeshop is the bakery that is most associated with the cretzel, but there are other bakeries who do their own versions.

Related Articles

10 plant-based concepts that focus on transparency

10 plant-based concepts that focus on transparency

Increasing transparency is increasing trust. All consumers actively look at food packaging, wanting to be informed and reassured about the product, the ingredients and the production process. But people who follow plant-based diets examine labels with an especially critical eye. This category has traditionally called for a tremendous amount of preservatives, stabilizers and emulsifiers to extend shelf lives, so plant-based consumers seemed to be more demanding when it comes to food suppliers being transparent in their labels and sourcing information.

5 snack concepts promising better mental health

5 snack concepts promising better mental health

63% of consumers worldwide now look for food that delivers on mental health. These five brands are geared toward people that want to eat their way to a better mood.

7 patissiers you definitely want to follow on Instagram and TikTok

6 patissiers you definitely want to follow on Instagram and TikTok

Instagram and TikTok are the pre-eminent places to showcase patisserie with mouthwatering looks. Get inspired by 6 patissiers who’ve gained massive popularity on those platforms.

From donuts to cakes: the fermentation trend sweeps the patisserie industry

From donuts to cakes: the fermentation trend sweeps the patisserie industry

The fermentation trend is best known from savory foods and drinks, but we now see it being applied in the pastry world too. Discover how!