The world is obsessed with Croissants Supreme, or New York Rolls as they’re called on the internet. Regardless of their name, they are easy to define and above all to eat: round buns, hard on the outside but soft and filled on the inside, with croissant dough and with toppings on the crown that hit everyone who manages to fall in love with them to try them out.
They went viral on the networks after a Parisian-style bakery in New York, Lafayette Café & Bakery, started selling them under the suprêmes name in 2022, and now they’ve landed in several cities in Spain. When Guilherme Gleiser, 33, met her on a trip to the US, people weren’t lining up to eat one of these cakes. After trying the delicacy there, he and his partners decided to bring it to Madrid and start making it at their Novo Mundo bakery on Calle del Carnero in the La Latina neighborhood.
You weren’t wrong. Again, they get straight to the point: They sell so much that they can’t keep up. So much so that there are always some who stand there after queuing without their longed-for round croissant. How will the fever be that they had to ration them: two units per person and reservations are not accepted. “We’re thinking about keeping it to one per person so that more people have the opportunity to try it,” admits Gleiser. Each New York roll costs six euros, but it’s quite large: one is enough and there’s a lot to share. So be careful with those with a sweet tooth because they risk a sugar rush from those who leave you on the sofa all afternoon. “Many days, an hour before closing, we don’t have anything left for sale,” says the owner.
The Brazilian co-founder of Novo Mundo leaves the workshop for a few minutes to greet us. The whole place smells like butter, there are lines, all the tables are full and there are no New York Rolls. It’s 11am and they’re already sold out, even though they’ve only been open for an hour. The next load of rolls is at 2:30 p.m. and the third of the day at 6:30 p.m. There is nothing left but to wait.
“The workshop team arrives at 5 a.m. and stays late into the night. But no matter how much overtime we work, there are always people who come and get frustrated just because of the New York Roll. Although many end up trying something different and are satisfied,” explains Gleiser. Until recently, at Novo Mundo they were always looking for different ways to promote their pastries with influencers and collaborations on networks. Nothing worked until, they say, people started paying attention to the business because they were being treated well and how good everything was. Word of mouth did the rest, because really everything is delicious. ALL.
Her luck on the internet also changed a few weeks ago when a Tiktoker named Marta Iglesias uploaded a video to her networks of her trying on a New York role. It was easy, it didn’t take more than 30 seconds, but it was provocative enough to get two million views. Later, those of the Madrid Secreto blog uploaded a roll to Instagram. There the snakes began to grow more and more. The icing on the cake was a video uploaded by influencer Cenado con Pablo.
They started with just six rolls and are now baking 200 every weekday and 400 at the weekend. Their popularity has also been noticed in their networks: they have gone from 8,000 to 14,000 followers: this means that since December they have sold around 8,000 New York Rolls so far . The production of his puff pastry products is not easy as it takes three days. The first for the dough, the second to laminate, work the puff pastry and leave to rise, the third to fill and leave to cool.
Every month they have different flavors; now in February there are two: one with passion fruit with white chocolate ganache and pecans and one with tiramisu, which they make with coffee, rum and chocolate with hazelnuts. If you opt for the rolls with Novo Mundo, I also recommend trying the ham and cheese croissant and the mascarpone and cinnamon roll with homemade apple compote. They are not that viral, but we assure you that their taste will not disappoint.
Other cities with New York Rolls
OLD COLMENAR (MADRID)
Bakery Brulée, also known for winning the Best Bagel of 2021 award, has had these buns in their storefronts long before they went viral. At this point they fill it with pistachios.
BARCELONA
In the Catalan capital, Bo&Mie has New York buns in front of the Sagrada Familia. They sell out very quickly, so better go early and wait in line armed with patience.
VALENCIA
They can be bought in San Bartolomé but they don’t always have them because they make them for a restaurant. They sell them without the filling or with mascarpone and chocolate cream.
Murcia
Tradition meets modernity: Besos y Panes bakery features an old wood-fired oven dating back to 1890, where their very modern New York buns are born. They are also made at the very traditional El Rojo bakery.
PONTEVEDRA
We saw her in a role at Amaquia’s artisan bakery/patisserie – with multiple outlets – with a good chocolate dip.