Elevate Danish Pastry and Viennoiserie best-sellers

There will always be a place for classic Danish pastries and Viennoiserie in the hearts of British consumers. French pastry is enjoyed by 63% of consumers at breakfast, with a further 45% choosing Viennoiserie as a mid-morning snack¹. Danish pastry is as equally in demand – a quarter (21%) of consumers buy weekly, highlighting just how popular these products are².

Despite the strong demand for Danish and French pastries in the out-of-home market, consumers are increasingly looking for traditional products that come with an unexpected twist.

Here is how you can transform these classics into something extra special to command higher price-points and have your customers coming back for more.

Elevating classic Croissants

There is nothing quite like the delightful simplicity of the all-butter croissant, and it remains the cornerstone of Viennoiserie. Delicious served warm or with a simple spread of jam, the all-butter croissant is an all-day classic.

But to offer something a little different, consider serving alongside herb-infused butters, lavender honey or wildflower jams for a subtle flavour variance. A honey-cardamom glaze with a sprinkle of pistachio dust will look as fantastic as it tastes, and offer fillings based on trending flavours such as Biscoff, pistachio and almond. Consider savoury variations, too, such as whipped goat cheese & honey and crème fraîche & lemon curd to appeal to those craving aromatic flavours.

Pain au Chocolat plus

A weekend treat for the committed Viennoiserie consumer, consider brushing with a coffee-infused syrup and topping with cacao nibs or chocolate chips for an exciting textural contrast. For a super sweet indulgence, offer up dipping pots of gooey salted caramel or Macha-infused white chocolate, or a simple nut butter for a hit of nutrients. For the ultimate visual luxury, dust with gold-flecked cocoa power – social media perfection!

Sweet spiral innovation

A Cinnamon Swirl is spectacular as it is, and a brown butter glaze or maple-whisky drizzle will provide an additional depth of flavour. Top with candied nuts or a citrus zest to add a textual contrast that complements the sweet cinnamon flavours of this classic Danish. A cinnamon swirl is also delicious served warm and dipped in melted chocolate or smothered in seasonal fruit preserves such as apple butter or fig jam.

Plait perfection

The Maple Pecan Plait’s sweet and savoury flavours can be complemented with a sprinkling of nuts and seeds for textural contrast, and a few chocolate chips dotted over the top taste wonderful, too. A maple custard or candied orange peel will offer an autumnal version, which can be offered up as a seasonal special.

There is also an opportunity to upsell hot drinks to consumers looking for a decadent Danish pastry, with 72% of Danish pastries purchased alongside coffee or tea³. Consider pairing with a hazelnut latte for complementary nutty notes or a cinnamon chai tea, where the warming spices balance the maple and pecan pastry.

Many people would argue that classic Danish pastries and Viennoiserie are perfect exactly as they are. But if your customers are looking for something a little out of the ordinary, then consider these top tips!