Viennoiserie Sprinkles Its Sweetness into the Savory World

Over the past three years, the flaky pastry craze has taken over social media and pastry shop displays, adding crunch to countless brands and indulgent moments—and it’s only just begun. The joy of texture and the richness of buttery layers now offer a fertile canvas for developing bold savory creations, shaking up an increasingly competitive snacking market. Croissants, rolls, turnovers… all of these classic forms are now being filled with cheese, cured meats, and vegetables.

We’ve long known the ham-and-cheese croissant—a savory alternative to the almond version—beloved by bakers for its anti-waste appeal. But now, the iconic viennoiserie is evolving into sandwiches and even refined dishes, like the Croissant Bénédicte created by chef Cédric Grolet, featuring avocado, egg, and smoked salmon. This foray into the world of savory by laminated yeasted dough—the foundation of most viennoiseries, known for its lightness thanks to fermentation agents like yeast or sourdough—has sparked the imagination of both restaurateurs and gourmet food suppliers. Back in 2017, Bridor introduced the “Bun’n’Roll,” a flaky bun made from croissant dough. “Since its launch, the product has continued to find new uses each year. Our chefs develop inspiration and step-by-step recipes to help implement what is truly a 'pre-product',” says Blandine Daugenet, Marketing Director at Bridor.

 

The Parisian restaurant Aupa Caminito has adopted the shape for its Croger©, a hybrid between a croissant and a burger that has become the signature item of the establishment. Creations like this resonate strongly on social media and with younger generations, thanks to their indulgent and instantly recognizable appearance. Aupa Caminito now boasts nearly 25,000 followers on Instagram.

A New Generation of Artisans Leading the Flaky Pastry Revolution

This trend—unconcerned with dietary considerations—is now finding its way into the display cases of bakers and pastry chefs alike. Both professions are being pushed to expand their snacking offerings while making the most of their existing setups. “Using croissant dough for savory items helps optimize the work of the tourier (laminated dough specialist) by broadening the range of products they produce. In my bakery, I make quiches with croissant dough, which are among our best-sellers, along with flaky hot dogs,” says Mickaël Martinez, a viennoiserie specialist based in the Pointe-Rouge neighborhood of Marseille.

A vision shared by Maxence Lelait, who now works as a consultant around the world after rising to prominence on social media: “The possibilities for applying viennoiserie to the world of savory snacking are vast, especially with doughs flavored using spices. Unlike sweet items, which are occasional indulgences, savory foods are consumed daily. This crossover with the culinary world needs to be explored by professionals who are open-minded and creative.”

 

 

Here too, the major brands in the bakery–viennoiserie–pastry (BVP) sector have embraced the trend: La Vache Qui Rit® cheese puff pastries at Bridor, rosemary braids and feta–spinach–ricotta squares at Délifrance... there’s no shortage of shapes or flavors.

Savory Viennoiserie Goes Global

While the trend may seem new in France—a country deeply attached to its culinary traditions—it feels far more natural internationally. Some have even made this blending of genres their signature, like Pascal Bishop. A chef for 25 years, he shifted to baking during the Covid period, which led him to open his own bakery in Kingsiff, just outside Birmingham, UK. At Levain & Cherry, the crossover between disciplines is a daily reality. “My background as a chef pushes me to use unexpected ingredients and break the rules with sweet-and-savory pairings. My customers appreciate good products as much as they enjoy reconnecting with a little piece of France.” Savory brioches with ricotta or goat cheese, croissants filled with Toulouse sausage and whole-grain mustard—Pascal’s creativity knows no bounds, and it drives the bakery’s success from morning to night. This approach is especially relevant in today’s fiercely competitive fast-casual dining market, where each player must find ways to stand out. In this context, quality bread alone is no longer enough to deliver a memorable tasting experience. Viennoiserie opens up a new, flaky chapter in the story.