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Agence France-Presse

A bemused Paris bakery owner has been besieged by smartphone-wielding youngsters over the past year, keen to snap themselves with the latest pastry craze: the crookie.
A croissant filled with cookie dough might sound like a fistful of heart attack, but viral videos on TikTok have been inspiring droves of people to buy the treat.
The crookie was invented by Parisian pastry chef Stephane Louvard in 2022.
It was “just something for regulars”, he says, until a video by Instagram account “The Ultimate Guide”, which specialises in Paris restaurants, drove sales up to 150-200 per day.

Then, in early 2023, TikTok influencer Johan Papz filmed himself taking a satisfying bite into one of Louvard’s crookies, and things went crazy.
“We had hundreds of people coming, most of them young women between 18 and 25 years old, smartphones in hand to take photos with them,” Louvard says in his kitchen as workers rush to spread cookie dough into croissants.
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In the weeks that followed, the queue never seemed to diminish in front of the bakery. Production is now between 1,000 and 1,600 crookies per day and Louvard has had to hire two extra workers.
He is pleased, but somewhat bemused, over the craze.
“I mean, it’s a bit insane,” he says.

“At some point you have to stop. It’s just some cookie in a croissant, it’s not some revolutionary invention.”
Thanks to TikTok, Maison Louvard now has imitators around the world, with crookies spotted in Brussels, New York, Tel Aviv, and even Asia.
In Hong Kong, Plumcot bakery in Tai Hang introduced its take on the crookie – which it calls simply the cookie croissant – back in February. Its version features dark chocolate cookie dough on top of its signature croissant.












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A post shared by PLUMCOT (@plumcot.co)



Meanwhile Le Dessert, an online patisserie also based in Hong Kong launched by chef Julien de Preaumont, shared the secret behind its take on the crookie.
“We garnish and cover our freshly baked croissants with our home-made pecan and chocolate cookie dough,” reads the Instagram post that introduced the pastry at the end of March. “Then, we add Valrhona chocolate inside and on the top of the crookie to make it even more delicious.”
Despite crookie copycat products appearing around the world, Louvard has no interest in filing a patent.












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A post shared by Le Dessert 🇫🇷, HK (@ledessert.hk)



“What for? To find myself in court with half the planet?” he says.
It is not the first pastry craze to tickle the world’s taste buds.
The brookie (a mix between a brownie and a cookie) and cruffins (croissants baked into the shape of muffins) are more examples of hybrid pastries that have taken the world by storm.

In 2013, New Yorkers slept on the pavement outside Dominique Ansel’s bakery after he invented the cronut – half-croissant, half-doughnut.
In 2022, the New York Roll, a mixture of croissant and bombolone (an Italian pastry) triggered a frenzy, with videos featuring the cake accumulating hundreds of millions of views on TikTok, driving a hunt for more baked goods crazes.
In the same year, a California-based bakery attempted to trademark “mochi muffins”, a recipe using glutinous rice flour in place of wheat flour. The bakery withdrew its application after an online backlash.


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How the crookie, a French cookie-croissant fusion, took over TikTok to become the latest ‘insane’ bakery trend

Crookies at Maison Louvard, the Paris pastry shop of creator Stephane Louvard. After going viral on TikTok, the hybrid between a cookie and a croissant has become the latest pastry craze. Photo: AFP

Stephane Louvard with a tray of crookies at his pastry shop in Paris. Photo: AFP

A sign advertises crookies at Louvard’s Paris pastry shop. Photo: AFP

Dominique Ansel’s cronuts shook the dessert world in 2013. Photo: AP 

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Home baking has taken off in Hong Kong, from making cupcakes and macarons to sourdough bread. Photo: Shutterstock 

Muffins fresh out of the oven. Home baking has taken off in Hong Kong in recent years. Photo: Shutterstock

A home baker applies the finishing touches to a cake. Photo: Shutterstock

Traditional Hong Kong bakeries such as Honolulu Coffee Shop, in Hong Kong’s Wan Chai neighbourhood (above), turn out goods such as egg tarts and pineapple buns. Photo: Felix Wong

A new wave of bakers has been inspired by pretty desserts, from cupcakes and macarons to the Cronut. Photo: Shutterstock

Baking sourdough bread became a popular pastime during the Covid-19 pandemic. Photo: Shutterstock

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Pastries by French pastry chef Pierre Hermé. His book La Pâtisserie de Pierre Hermé will be one that you turn to again and again, because the basics are so good. Photo: Getty Images

The cover of Pierre Hermé’s cookbook. Photo: Jonathan Wong

Pierre Hermé at one of his stores inside the Galeries Lafayette, in Nantes, western France. Photo: Getty Images

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Cottage cheese is even being mixed with mustard as a dip for crudités. Photo: Instagram/@allisoncarter3442

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Lifestyle

Food & Drink

Crookies started out as ‘just something for regulars’, according to the Parisian baker who created them, but in 2023 a viral TikTok video sent sales soaring
Now crookie imitations are found from New York to Hong Kong, as the treat follows in the footsteps of previous pastry crazes such as Dominique Ansel’s cronut


The crookie, a Parisian pastry chef’s creation featuring a croissant filled with cookie dough, has trended on TikTok and spawned copycats from Hong Kong to Brussels, to the bafflement of its inventor.


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