\"\"The original croissant/donut hybrid the Cronut was introduced on May 10, 2013, at Ansel’s bakery, Dominique Ansel Bakery, in New York’s City. Almost six years later, the croissant hybrid trend reappears in the UK.


This time, discount supermarket Lidl in the UK has launched the Croll. The Croll is a hybrid combining the delicious taste and texture of a croissant with the structural integrity of roll, making them easier to slice and build sandwiches. The new product launches in store this Thursday, and it will sell for 49p.

According to Richard Inglis, Head of Buying at Lidl “This summer we want to help our shoppers get Big On BBQs, whilst remaining Lidl on price. The Croll is a deliciously versatile creation, which is sure to add the WOW factor to summer entertaining.”

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.