Croissant day: January 30th is celebrated, here’s the news – Italian cuisine reinvented by Gordon Ramsay


On January 30th the world celebrates the croissant: it is the Croissant Day. A world day entirely dedicated to the sweet symbol of breakfast in the world. In fact it was born in the United States, in 2006. How to celebrate Croissant Day? Eating it in a classic and innovative version: it has come a long way since its birth. Now it also has new shapes and new flavors.

The «cube croissant

The latest sweet novelty is the «cube croissant: yes, the Croissant cube, so widespread now that it could replace the classic one. No longer in the shape of a croissant, as the Austrians thought of it in 1683 to commemorate the victory against the Ottoman Empire (recalling the crescent shape of the Turkish flag), and as the French did it again on the occasion of the wedding between Louis XVI and Marie Antoinette of Austria, adding more butter and renaming it «croissant (from «crescent, i.e. growing). Now the brioche (to call it Milanese style) has exactly that captivating and stylish shape of a parallelepiped, and this made it the perfect dessert for social media too. If it is so famous it is precisely because it has gone viral: on TikTok there are millions of videos with the hashtag #cubecroissant, including posts by tasters and passionate pastry chefs who try to try their hand at the new catchphrase.

Who invented the cube croissant

It all started on social media, after all. In 2018, with a post by the Swede Bedros Kabranian, world bakery champion. It was his idea, and he called it Le crube (a portmanteau of “croissant” and “cube”). He got there after several trials. Since the dough of a cube croissant grows much less than the traditional shape, Bedros Kabranian had to do a series of calculations to understand how much the mold needed to be filled. After he succeeded, no one stopped him, and he proposed it in many different versions: empty, filled with creams, glazed, sweetened. Because, apart from the shape, the rest of the cube croissant is the same as the original.

Where to taste the cube croissant in Italy

In Italy we know him thanks to the famous Turin Cambio Pharmacy which, in 2019, launched its Crubik, «characterized by a crunchy shell and a very soft heart (so he writes on his website). A brioche filled with custard or chocolate cream which immediately became a craze, and still is: it is not uncommon, four years after the “invention”, to come across local news articles that tell of the line of customers in Piazza Carignano to taste the specialty of Matteo Baronetto and Maicol Vitellozzi . Turin residents and tourists, all there. Maybe even to take a photo and post it.



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