Cut open a croissant , insert an ice cream bar , pull out the wooden stick – done. One of this summer's most striking food trends couldn't be easier for bakers and pastry chefs to implement. The so-called " Magnum Croissant " has been racking up millions of views on TikTok and Instagram since the end of July. It doesn't always have to be a Magnum, though: the key is the combination of a fresh, buttery croissant, cold ice cream, and ideally, a crisp chocolate coating.

What looks like just another short-lived food hack on social media is actually quite interesting for bakers and pastry chefs. Unlike many viral creations, this one doesn't require special molds, new machines, or complicated recipes. Croissants are already part of the standard range of many businesses. And anyone who also has an ice cream freezer basically already has everything they need.

Whether classic chocolate, almond, or even no Magnum at all – but a different ice cream bar – this viral food trend has already established itself. © www.zepto.com
Whether classic chocolate, almond, or not even a Magnum – but another ice cream bar – this viral food trend has already established itself. © www.zepto.com

Two products, one new snack

The principle thrives on contrast. On the outside, the crisp, flaky layers of a fresh croissant meet cold, creamy ice cream. With chocolate-covered ice cream, the crunchy texture of the chocolate is an added element.

The classic version is quick to make: A croissant is opened lengthwise or sideways, hollowed out slightly if desired, and then filled with an ice cream stick. The wooden stick is then carefully removed and the croissant gently squeezed closed.

This very simplicity is likely part of its success. While elaborate dessert creations perform well on social media, they aren't always easy to translate into everyday business operations. The ice cream croissant is a different story.

A trend that has already reached manufacturers.

That the combination is now more than just a small TikTok gimmick is also evident in the ice cream industry itself. Magnum picked up on the trend on its own channels. In Cannes this summer, a " Magnum Bakery " was even staged, where large croissants were filled with ice cream and finished with chocolate and other ingredients.

Other suppliers and restaurants have already adopted this principle. The idea doesn't work with just one specific brand. Vanilla ice cream with a chocolate coating, almond varieties, white chocolate, or pistachio ice cream are all equally suitable.

This is where the real opportunity lies, especially for craft businesses: a simple internet trend can be turned into a unique creation.

Make more of it than just a Magnum in a croissant

A good, handcrafted croissant isn't just packaging for ice cream; it can make all the difference. A still slightly warm, freshly baked croissant particularly enhances the temperature contrast. At the same time, the product can be easily personalized.

A pistachio croissant with pistachio ice cream would be just as conceivable as a chocolate croissant with vanilla ice cream, an almond croissant with almond ice cream bars, or a version with fruit, sauce, or chopped nuts.

Pastry shops can further develop this trend towards desserts. Instead of a ready-made ice cream bar, a croissant could, for example, be filled with a scoop or a long portion of homemade ice cream and then finished with sauce, fruit, or chocolate.

This transforms the viral social media hack into a product that bears its own handcrafted signature.

Interesting for businesses with an icebox

The concept is particularly obvious for bakeries and confectioneries that already offer pre-packaged ice cream or their own ice cream flavors. Two existing product categories are combined to create a new product.

A test doesn't require a lengthy introduction. A display at the counter, a daily special, or a quick mention on Instagram and Facebook can suffice. Especially with a trend that has gained popularity through social media, communication there is a natural fit: inserting the ice cream into the croissant is visual, quick to explain, and perfectly suited for a short video.

This can also be an additional reason for younger customers to visit a business that might not normally be on their daily route.

Summer is not over yet.

At the end of August, the question naturally arises whether it's still worthwhile to capitalize on a summer trend. For businesses, the answer can certainly be yes. We don't currently know if the recent hot days were the last of the year. Another heat wave could still occur – and then, at the latest, an ice cream croissant would be a simple promotional idea for the counter.

Those who don't want to try the trend this year can keep it in mind for the next heat wave. Products with such low launch costs allow for quick adjustments.

This summer clearly demonstrated how high temperatures can significantly boost ice cream sales: During a heatwave week at the end of June, ice cream sales in German grocery stores were 90 percent higher than the average for comparable summer weeks. While these figures are not directly applicable to Austrian bakeries, they illustrate the strong correlation between weather and impulse buying when it comes to ice cream.

Ice cream is no longer just a summer product.

In addition, there is a shift in consumer behavior. Ice cream is no longer eaten exclusively on hot summer days. The Austrian ice cream industry now explicitly speaks of year-round ice cream consumption.

Internationally, manufacturers and the catering industry are also responding with new varieties and formats that position ice cream more as a dessert and indulgence product, and less exclusively as a way to cool down on hot days.

This could give the croissant with ice cream a second life: as a sumptuous dessert for autumn and winter. After all, a warm croissant with vanilla, chocolate, or nut ice cream works even when it's not 30 degrees outside.

For bakers and confectioners, this is precisely the interesting aspect of the trend. It doesn't have to be copied verbatim. But the basic idea is remarkably simple: two products that many businesses already sell are combined in a new way. Sometimes, an additional idea for the shop counter doesn't require a new recipe – just a different perspective on the existing product range.