Eat Drink
From classics to trendy pastries – cinnamon rolls are on trend
Cinnamon rolls are currently very trendy. photo
© Christoph Schmidt/dpa
Cinnamon rolls are considered an absolute trendy pastry, especially in autumn. The rolls are now available in countless variations – sometimes organic, sometimes fancy.
The fact that the hype is real can be seen in meter-long queues in front of cinnamon roll shops in Stuttgart and other major cities. The better-known ones include Zeit für Brot and the Cologne chain Cinnamood, which is also available in Munich, Hamburg and Berlin. The start-up opened a new branch in the Swabian metropolis on Saturday. The rush didn’t take long to arrive on opening day – including a long queue.
More traditional bakeries have also discovered that cinnamon rolls can attract the masses, as baker and master confectioner Alexander Henke from the Martin Braun Group explains. The company from Hanover supplies bakeries with various products.
The trend towards the originally Scandinavian cinnamon roll has been going on for a long time, says the expert. It spilled over from the USA. This is one of the reasons why his company came up with a modular system for bakeries last year with which cinnamon rolls can be offered in different variations without much effort.
Food influencer with a wide range of recipes
There are two types of cinnamon rolls on the market – the traditional knotted ones from Sweden and the cinnamon rolls from the USA. The latter are currently more likely to be found in trendy stores. “The Swedish ones are more traditional, the others are filled with more variety,” says Lea Wagner, who, together with a colleague, won the German Bakers’ Championship in Munich last Wednesday. When it comes to a cinnamon roll, it is particularly important that it is not too dry. “Good ingredients make a good cinnamon roll,” says the 27-year-old master baker.
Food influencers now have a wide range of recipes for the classic. Most are dedicated to American cinnamon rolls. YouTuber Kiki Aweimer from “Kikis Kitchen” now has a range of recipes to offer on her channel. With around 640,000 YouTube subscribers and more than 450,000 Instagram followers, the baking expert is one of the most successful food influencers in Germany.
“I uploaded my first recipe for cinnamon rolls five years ago,” says the 31-year-old, who opened her own café in Bochum more than a year ago, which attracts crowds primarily because of its San Sebastian cheesecake. The video has had around a million views so far. “Over the years, different variations and fillings have become more and more popular.”
Live your creativity to the fullest
You can fully express your creativity with the cinnamon roll. “The selection of different fillings such as pistachio, lemon or chocolate also fueled the hype a bit.”
The American version is very, very fluffy and soft. “A light crust is normal, but the dough should almost melt in your mouth.” It is important to knead the yeast dough long enough. “But not for too long,” warns the expert.
You also have to be careful not to use too much flour. “The yeast dough has to feel like an earlobe,” says Aweimer. “If you touch the yeast dough with one hand and your earlobe with the other and it feels identical, then the yeast dough is right.” And then you have to let it go for a really long time. When rolling, it is important to roll the dough four to five times so that there is enough cream in each bite. And then garnish with ingredients to taste.
According to experts, it is not so easy to say whether the cinnamon roll hype will fizzle out in the same way as the hype about cronuts or donuts. But what is certain is that the next food trends from the USA are already on the horizon. Rolled croissants from New York are on the rise, and food influencers already have the stuffed pastries on their radar.