In front of the bakery of our compatriots Gautier and Ashley Coiffard, “The 4F Apartment”, in New York, in the Brooklyn Heights district, there are dozens of them queuing every day in the hope of getting their hands on “mini-cereal croissants”. A variation of our “national croissant” to consume in your bowl of milk in the morning. A treat at $50 a box…
Handmade cereals!
It was last May that Gautier and Ashley opened “The 4F apartment”. Gauthier is a former engineer from Grenoble who left to conquer the “Big Apple”! If they sell bread and traditional pastries, it is therefore mainly for their ” cereal croissants that the establishment became so quickly popular. These take so long to prepare that only four or five boxes are available for sale each day.
“Basically, it’s the same dough we have for our croissants. So that’s already two or three days to make the croissant dough, explains Gautier Coiffard. It’s rolled, it’s like a classic croissant. Then we flatten it very finely, we roll the mini croissants one by one. It takes hours. Then we cook them, add sugar, and dehydrate them. It’s been about two days plus a classic croissant. »
Gautier Coiffard
Making a mini croissant takes two days longer than making a classic croissant. And since there are 250 in each box… This one is sold at a golden price, namely 50 dollars, or nearly 47 euros per box.
The French divided, the Americans conquered
As we might have expected, this version of our national viennoiserie did not fail to unleash passions among the French in North America.
« There has been a lot of hatred and passion for these cereal mini-croissants, knowing that most of the slightly derogatory comments are the French »
Gautier Coiffard
Yet on TikTokthe hashtag #cerealcroissant has accumulated more than 15 million views and includes New Yorkers trying these cereals or people reproducing them at home.
Next step: conquer France? A new product with high margins that could support French bakers caught in the energy crisis. In any case, we risk seeing these mini-croissants multiply in bakeries outside France!
