New York City bakery selling $50 French croissant cereal

At 8:30 a.m. on Thursday morning, a line snaked down a as soon as sleepy block of Montague Avenue in Brooklyn. A sea of Birkenstocks-clad stroller mothers and panting canines waited eagerly. A number of individuals even wore Breton-stripe shirts and chattered in French, a nod to what they’re after: a $50 field of miniature croissant cereal.

Final 12 months, chowhounds salivated when husband-and-wife duo Gautier and Ashley Coiffard began promoting mini hand-rolled croissants out of their Cobble Hill house. This previous Might, they opened brick-and-mortar bakery L’Appartement 4F in Brooklyn Heights, and the demand for the tiny croissants has taken on a lifetime of its personal. Hopefuls line up a half-hour earlier than the bakery opens in hopes of nabbing considered one of simply 4 or 5 containers of Petite Croissant Céréale out there every day.

“They require a lot time and work,” baker Jessica Schrecker informed The Put up of why the mini marvels are offered in such restricted portions. “We roll them out, form them into this teeny, tiny triangle and roll it like an everyday croissant.”

The road outdoors of L’Appartement 4F in Brooklyn Heights shortly after 8 a.m. on Thursday morning.
Stefano Giovannini
Pia Fouilloux, 36, is a fan of the bite-sized breakfast.
Pia Fouilloux, 36, is a fan of the bite-sized breakfast.
Stefano Giovannini

After being formed, the diminutive croissants, which weigh a couple of gram apiece, are dehydrated and rolled in cinnamon-sugar, then baked recent. Every field packs round 250 mini croissants, every round half an inch in size. They’re not solely lovely, in addition they handle to stay remarkably crunchy in milk and have a shelf lifetime of two to a few weeks.

Followers say the cereal’s steep price ticket is warranted.

“It’s $50, however it’s price it for not less than one time. It’s so cute,” Pema Shakabpa, 49, who works in gross sales close to the bakery, mentioned.

A bowl of the Petite Croissant Cereale. A box sells for $50, and, currently, up to five boxes sell out each morning around 8:30 a.m.
A bowl of the Petite Croissant Cereale. A field sells for $50. The bakery releases a restricted variety of containers every day, which usually promote out earlier than 8:30 within the morning.
Stefano Giovannini
Pema Shakabpa, 49, a customer trying the mini croissant cereal.
Pema Shakabpa, 49, a buyer tries the mini croissant cereal at L’Apppartement 4F on Montague Avenue.
Stefano Giovannini

Others disagree. “Who can afford this? Marie Antoinette?” a teen scoffed, spitting out pastry flakes after making an attempt the dear breakfast deal with.

Nonetheless, the TikTok crowd is hungry for it. The hashtag for #croissantcereal has greater than 13 million views on the social media platform, and the bakery itself has amassed greater than 37,000 followers.

The Coiffards’ French bakery started as a COVID-19 facet hustle in 2020. Gautier, an engineer, and Ashley, a nurse, started posting a menu on-line to lift cash for his or her wedding ceremony. After they noticed how profitable their bread enterprise was, they arrange a Kickstarter to fund the opening of their very own bakery, raking in additional than $60,000.

The mini pastries each weigh around 1 gram.
The mini pastries every weigh round 1 gram.
Stefano Giovannini
The mini croissants are rolled, dehydrated, baked and boxed daily.
The mini croissants are rolled, dehydrated, baked and boxed day by day.
Stefano Giovannini

Whereas the tiny croissants development on-line, locals say to not sleep on the full-size pastries, resembling a superlative almond croissant filled with raspberry ganache.

“I’d relatively have a recent croissant each day, versus shopping for cereal and having it at dwelling,” Anna Fisher, 38, an artwork supplier who lives within the neighborhood and frequently frequents L’Appartement 4F mentioned.

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