There’s a new bakery hybrid on the block

By Gill Hyslop contact

- Last updated on GMT

The Brownie Swirl strikes a balance between the traditional and experimenting with new flavours. Pic: Délifrance
The Brownie Swirl strikes a balance between the traditional and experimenting with new flavours. Pic: Délifrance

Related tags: Delifrance, hybrid, viennoiserie, brownie, Puff pastry

Bakery supplier Délifrance is tapping into the ever-popular taste for hybrids with a novel brownie/puff pastry concoction.

The viennoiserie – named the Brownie Swirl – combines the best elements of a French puff pastry with the taste of one of North America’s most popular dessert classics, the brownie. According to the producer, it has a fluffy ‘melt-in-the-mouth’ texture and thin crispy layering with a rich and visible filling.

The creation follows the release of Délifrance’s latest bakery report Prove It, which revealed that  although eating habits have changed considerably, the hybrid craze is not slowing down.

As with all viennoiserie purchases though, 70% of consumers placed taste as their top consideration, with 28% claiming to be willing to buy more if there was a wider choice of flavours.

The Brownie Swirl – part of Délifrance’s A Taste Of range – is specifically targeted for the QSR and OOH markets, designed as an indulgent breakfast or snack alternative.

Stéphanie Brillouet, marketing director for Northern Europe and North America at Délifrance, said: “It’s clear that the love of hybrid products is not slowing down any time soon. From the cronut to the cruffin, croissant hybrids are exploding the category with exciting new tastes and combinations that are accessible across multiple day parts.

“We noticed a real opportunity here to create something unique and pleasurable.

“Eating habits have changed considerably. We know that 45% of global customers like to try new flavours and with today’s busy modern schedule, 61% of under-35s are eating more often in-between meals.

“In fact, snacking culture has seen a surge due to lockdown with more than one in three British adults finding they were snacking more often during the day.

“Operators need to tap into this by offering a great on-the-go range that strikes a balance between the traditional and experimenting with new flavours.”

Related topics: Cakes & Pastries, Manufacturers, Markets

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