Key Insights From Our Salt Bread Foodwatching Report

If you're someone who can't do breakfast or elevenses, without a little pastry treat – take note! Because you may want to swerve your usual croissant, in favour of the latest viral trend… Enter, salt bread. So what exactly is it?!

A sort of milk-bun-meets-croissant, salt bread is a Japanese and Korean bakery favourite – it looks like a simple bread roll, but don't be deceived by the humble exterior! It relies heavily on the science of breadmaking for perfect execution. Indeed, to make it, yeasted dough is formed into a flat teardrop and rolled around a log of butter. As the steam-assisted bread bakes, the melted butter oozes out to the tray creating a super crispy bottom – and leaving an all-important, airy 'butter cave' inside. Not forgetting the obligatory salt garnish on the equally crisp shell!

As well as being a delicious, textural delight – what's also bolstering the popularity of salt bread, is its versatility. People are having lots of fun filling them with an array of sweet, savoury and even 'swavoury' fillings – anything from ube custard and black sesame, to pepperoni n' cheese or Vietnamese banh mi ingredients. Some are even redefining the format itself, by creating home hacks or mashups. Salt bread bagel, anyone?

Keen to find out more about this more-ish, viral bakery trend? Subscribers can jump onto TrendHub now to check out our foodwatching article on all things Salt Bread.

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