A croloaf, a croissant loaf, which has launched on the high street in an adaptation of the French staple for British breakfast habits.
A croloaf, a croissant loaf, which has launched on the high street in an adaptation of the French staple for British breakfast habits.

Croloaf: Marks and Spencer unveils croissant loaf hybrid

The product inspired by an artisanal bakery in Chicago has been hailed as 'genius'

Kashmira Gander
Thursday 20 October 2016 08:11
Comments

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.

Marks & Spencer described the latest bakery hybrid dubbed the "croloaf" as the "perfect fusion of the French and British breakfast".

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

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Please enter a valid email
Please enter a valid email
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Must be at least 6 characters, include an upper and lower case character and a number
Please enter your first name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
Please enter your last name
Special characters aren’t allowed
Please enter a name between 1 and 40 characters
You must be over 18 years old to register
You must be over 18 years old to register
Opt-out-policy
You can opt-out at any time by signing in to your account to manage your preferences. Each email has a link to unsubscribe.

By clicking ‘Create my account’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Register for free to continue reading

Registration is a free and easy way to support our truly independent journalism

By registering, you will also enjoy limited access to Premium articles, exclusive newsletters, commenting, and virtual events with our leading journalists

Already have an account? sign in

By clicking ‘Register’ you confirm that your data has been entered correctly and you have read and agree to our Terms of use, Cookie policy and Privacy notice.

This site is protected by reCAPTCHA and the Google Privacy policy and Terms of service apply.

Join our new commenting forum

Join thought-provoking conversations, follow other Independent readers and see their replies

Comments

Thank you for registering

Please refresh the page or navigate to another page on the site to be automatically logged inPlease refresh your browser to be logged in