Forget the Cronut… a CUBE-SHAPED croissant called the Crubik is the latest iteration of the croissant, and it’s already a huge hit.
- The latest evolution of buttery pastry arrives in the form of Crubik
- Farmacia del Cambio in Turin is the home of the new cube-shaped croissant
For centuries, people have enjoyed layered, buttery, flaky, crescent-shaped cakes in various iterations.
The croissant we know and love today has its roots in Austria in the 17th century, when the country’s army celebrated the defeat of the Ottomans with crescent-shaped leavened bread known as kipferl.
Later adopted and adapted by the French, the croissant has become the country’s artisan standard and a mainstay on breakfast tables and bakery menus in Europe and beyond.
The tables were already turned when the cronut appeared on the scene about a decade ago: a hybrid croissant and donut.
But now the latest evolution of pastry in the form of the Crubik has arrived, and it is already becoming a huge success.
Farmacia del Cambio bar in Turin is home to the new cube-shaped croissant
The Crubik is a cube-shaped croissant inspired by Ernő Rubik’s toy cube.
The Farmacia del Cambio bar in Turin is home to the new cube-shaped croissant and its creator chef Matteo Baronetto.
Every day a long queue forms around Turin’s Piazza Carignano to try and grab the last batch of freshly baked pastries.
Baronetto says he named his culinary invention after the inventor of the Rubik’s cube, Ernő Rubik.
The pastry chef says he has been moved by Cubrik’s success and is amazed that people are willing to wait in the long, winding lines to get their hands on the products.
‘WWe produce between 120 and 150 a day and we do run out of them quickly, but the fact is that all our cakes run out within the course of the morning,” Baronetto told The Times.
He said he started making the new croissant variant in 2019 themed after an Italian cornetto, a layered Italian variation of the much-loved French baked good.
Baronetto said Cubrik symbolizes the cobblestones of Piazza Carignano, near where his bakery is located, with its crisp exterior and buttery soft interior.
The Cubrik can be filled with vanilla or chocolate custard. Baronetto said it was the perfect complement to a cappuccino.
Later adopted and adapted by the French, the croissant has become the country’s artisan standard and a mainstay at breakfast tables.
Things were already changed when the cronut hit the scene about a decade ago: a hybrid croissant and donut.
The quirky cake has now become a hit online, and in the new era of TikTok food, it has made a name for itself in a crowded field.
But the Baronetto said he doesn’t just want his Farmacia del Cambio bar to be pigeonholed by online fame.
‘I don’t think customers come just for the Cube. And it is that the Pharmacy has become a breakfast destination in the city, and it is something that makes us very proud.
“We have created very valid standards, with products that are less talked about but are just as good,” he added.
Unfortunately for Baronetto, it is unlikely that he will be able to patent his creation. Similar cube-shaped shortbread cakes can be found all over Europe, as well as rivals at home in the shape of the KuBo at the Clèa bakery in Milan.
I am Rakesh Sharma, I associated with Elite News as an Editor, since 2021. I take care of all the news operations like content, budget, hiring and policy making.