Over the past year, young people with smartphones have surrounded the owner of a Paris bakery, eager to take pictures of themselves with the latest type of pastry: the criminals.
A croissant filled with cookie dough may look like a heart attack, but everyone knows it will be delicious, even if what they saw was a viral TikTok video. Paris pastry chef Stéphane Louvard invented the cookie in 2022.
It was “only something for ordinary people,” he said, until a video from the Instagram account “The Ultimate Guide” of a specialist in Paris hotels, boosted sales to 150 to 200 per day. Then, at the beginning of 2023, TikTok actor Johan Papz filmed himself biting satisfaction in one of Louvard’s thieves, and things went crazy.
“We received hundreds of people, mostly 18- to 25-year-old girls, with phones in hand to take pictures,” Louvard told AFP in his kitchen as workers scurried to spread cookie dough into croissants. . In the weeks that followed, the queues outside the bakery didn’t seem to slow down. Production is now between 1,000 and 1,600 biscuits per day and Louvard had to hire two more workers. He was pleased, but confused, by this request.
“I mean, it’s kind of crazy,” he said. “Sometimes you have to stop. It’s just cookies and croissants, not revolutionary products.
Thanks to TikTok, Maison Louvard now has imitators all over the world, with sightseers seen in Brussels, New York, Tel Aviv and Singapore. However, Louvard was not interested in filing a patent.
“For what? Find myself in court halfway around the world? he said.
This is not the first time that a pastry chef wants to dry taste buds around the world. In 2013, New Yorkers slept on the sidewalk in front of Dominique Ansel’s bakery after he invented the cronut – half croissant, half donut.
In 2022, the New York Roll, a combination of a croissant and a bombolone (Italian pastry), has become a sensation, with a video showing the cake racking up hundreds of millions of views on
TikTok, paving the way for the hunt breast meat.
