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“A croissant is something that you dip into a bowl of chocolate or coffee” anyway...but is it straight or curved?!

When is a crescent not curved? When it's a Tesco croissant of course!!

As I sit in Costa awaiting a flight to France; the thought came back to me of Tesco's decision to stop selling curved croissants earlier in the year. This story really made the headlines in February; there were split opinions and debate as to wether this decision was justified or correct. A bit of a non-story perhaps? You may think, but it showed the importance of trends, consumer demand and cultural opinion; so if you read into it, it's actually really interesting.

The reasons behind the decision were mainly down to the “spreadability factor”, and the sense that straight croissants are somehow more sophisticated. Harry Jones, who is the Tesco croissant buyer, said: “After demand for crescent shaped croissants started falling, we spoke to our customers and nearly 75% of them told us they preferred straight ones”. It's all in the spreadability(!). “With the crescent shaped croissants, it’s more fiddly and most people can take up to three attempts to achieve perfect coverage, which increases the potential for accidents involving sticky fingers and tables,” he said.

Since this decision in February, there hasn't been much of a follow up from other retailers with a Waitrose spokeswoman saying “the easiest way to enjoy a croissant is to do it the French way – by sticking it into a dollop of jam”. Though Jean-Chrisophe Novelli, the former personal chef to the French Rothchilds, says the British eat their croissants wrong anyway, so how much difference does it make? He would “absolutely not” spread jam on his croissants. “A croissant is something that you dip into a bowl of chocolate or coffee”.

The question that arises from this; how much detail and direction should we take from our consumers? Also it shows that as manufacturers and retailers, we must have a constant focus on trends; in flavour and application, much like the rise in the use of glazes and sale of chicken which will be covered in another blog post.

If you would like help with Forecasting and trending flavours and applications head on over to the Foodmaker On Trend area of our website here On Trend

For more Foodmaker blog post on trends, industry news and innovative ingredients follow this link Blog


12/12/2016    email | sms

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