Magazine: Pastry chef’s merchandising efforts

New York pastry chef Dominique Ansel’s cronut debuted in May 2013 and was a big hit instantly. The name even became a registered trademark one year later. Today the croissant-donut hybrid isn’t as trendy as it was at the start and Mr Ansel is testing new innovations. At the same time he also started selling cronut-related merchandising online. As a matter of fact they are rather expensive: pouffes cost USD 175 and tote bags, T-shirts and mobile phone cases cost USD 30-35.