Marks & Spencer launches croissant loaf
The first croissant loaf has launched on the high street in an adaptation of the French staple for British breakfast habits.
Marks & Spencer described the latest bakery hybrid - dubbed the "croloaf" - as the "perfect fusion of the French and British breakfast".
Unlike croissants, the croissant loaf does not need to be eaten on the day it is baked, despite being made with French butter and an all-butter egg pastry, "and tastes just as good a few days after" - as long as it is toasted, M&S said.
A single slice contains 114 calories, more than a third less than the 340 calories in the average croissant, the retailer added.
M&S said it was "inspired" after seeing similar loaves in artisan bakeries and in the US, where Chicago bakery Beurrage is well known for its version.
The croloaf comes weeks after Dominique Ansel, the French-born pastry chef who created the cronut - a combination of croissant and doughnut - opened his first bakery in London.
M&S bakery spokeswoman Sadia Usman said: "Our croissant loaf is perfect for those who like the convenience of grabbing a slice of toast for breakfast but love the delicious buttery taste of croissants. Now they don't have to compromise and can enjoy the best of both.
"We know our customers really enjoy trying new foods and we travel around the world looking for new ideas that we can bring to their dinner tables.
"We're really excited about our latest creation, which is the perfect fusion of French and British breakfast."
The croissant loaf is on sale for £2.40.