Forget the Cronut… a CUBIC croissant called the Crubik is the latest take on the croissant – and already a big hit
- The latest evolution of butter dough has arrived in the form of the Crubik
- Farmacia del Cambio in Turin is home to the new diced croissant
For centuries, people have enjoyed layered, buttery, flaky, crescent-shaped pastries in various iterations.
The croissant we know and love today has its origins in Austria in the 17th century, when the country’s military celebrated the defeat of the Ottomans with crescent-shaped yeast bread known as the kipferl.
Later adopted and adapted by the French, the croissant has become the country’s artisanal standard and a mainstay on breakfast tables and bakery menus in Europe and beyond.
The tables were already turned when the cronut hit the scene about a decade ago – a hybrid croissant and doughnut.
But now the latest evolution of the pastry has arrived in the form of a Crubik – and it’s already becoming a huge hit.
Farmacia del Cambio bar in Turin is home to the new diced croissant
The Crubik is a cube-shaped croissant inspired by Ernő Rubik’s cube toy
The Farmacia del Cambio bar in Turin is home to the new diced croissant and its creator, Chef Matteo Baronetto.
Every day a long queue forms around Piazza Carignano in Turin to try to get your hands on the latest batch of freshly baked pastries.
Baronetto says he gave his culinary invention a nod to the inventor of the Rubik’s Cube, Ernő Rubik.
The confectioner says he is humbled by the Cubrik’s success and is amazed that people are willing to stand in the long, winding lines to get their hands on the goods.
‘WWe produce between 120 and 150 a day and in fact we are through quickly, but the fact is that all our pastries run out during the morning,” Baronetto told The Times.
He said that in 2019 he started making the new variation of the croissant themed around an Italian cornetto – a layered Italian take on the much-loved French pastry.
Baronetto said the Cubrik symbolizes the cobblestones of Piazza Carignano, near where his bakery is located, with its crispy outside and soft, buttery inside.
The Cubrik can be filled with vanilla or chocolate custard. Baronetto said it was the perfect accompaniment to a cappuccino.
Later adopted and adapted by the French, the croissant has become the country’s artisan standard and a mainstay on breakfast tables
The tables were already turned when the cronut hit the scene about a decade ago – a hybrid croissant and doughnut
The peculiar pastry has now become a hit online and has made a name for itself in a very crowded field in the new era of food TikTok.
But he, Baronetto, said he doesn’t just want his Farmacia del Cambio bar to be typified by online fame.
‘I don’t think customers come just for the Cube. The fact is that the Farmacia has become a breakfast destination for the city, and we are very proud of that.
“We’ve established very valid standards, with products that get less shouting 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 buttery pastries can be found all over Europe, as well as rivals at home in the form of the KuBo at Milan’s Clèa bakery.