2 Fusion features

The rise of the cronut is the most obvious example of the current focus on fusion, the combination of two elements to creating something special and unique.

With the constant need to bring out innovative and fresh products for ever-demanding consumers, it is not surprising that fusion is currently at the fore.

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Alex says Bloomsbury’s “welcomes fusion products” as it keeps “creative juices flowing and encourages our team to be innovative”.

“At Bloomsbury’s we love the giant cupcakes that most people take to serve as cakes — that was a popular item for us last year,” he adds.

While fusion is certainly demanding its space in the market, the concept isn’t for everyone. Ani says La Serre focuses mainly on serving classic pastries and desserts and doesn’t “necessarily try to follow the latest fusion products”.

And Patera warns that fusion products “come and go”. “Often they go as fast as they came!” he adds.

“In the end, the market is left with the real products, the real pastries that everyone fancies having.”

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