When choosing a croissant for a special brunch, start by thinking about when you want to serve it. A fresh croissant from a shop is ready to serve, while bake-off and frozen options need oven time. Croissant dough lets you choose the shape and filling, but takes more work. Then compare the ingredients, storage instructions and preparation method for each product; the word ‘luxury’ or a butter percentage alone is no guarantee of better flavour.
If you want to take croissants straight from the oven just before eating, bake-off and frozen products let you plan when to serve them. Just remember to factor in oven space, cooking time and the storage instructions for your chosen product.
A fresh croissant from a shop is a good choice if you don’t want to use the oven at home and are looking for a generous-sized treat. Check that it’s available at your local shop before you visit.
Chilled croissant dough lets you choose the size and add a sweet or savoury filling. The trade-off is a few extra steps and careful refrigeration.
First, decide whether you want to serve them without any preparation, bake them briefly, bake them from frozen or shape the dough yourself. Then check the instructions and ingredients for the specific product.
| What to consider | What to check | Who it matters to |
|---|---|---|
| Serving them fresh from the oven | Compare the preparation method and baking time for bake-off and frozen products. For frozen croissants, also check the instructions for after defrosting. | If I want to serve warm croissants, the preparation needs to fit into my brunch plans. Around 33% of consumers put serving time first. |
| Serving them straight away | Check whether the croissant is ready to serve, how much one weighs and whether the shop-bought option is available. | I want to serve a generous-sized croissant straight away without baking at home, even if that means going to a shop. For around 25% of consumers, serving them straight away matters most. |
| Shaping them yourself | Check how many pieces of dough you can make and the preparation and storage instructions for the dough. | If I want to choose my own filling or size, I need to be able to shape the croissants myself and make time for it. Around 25% of consumers prioritise this freedom to shape them as they like. |
| Ingredients and allergens | Read the latest ingredients and allergen information. Check the exact salt listing if it’s relevant to your choice. | If ingredients determine my choice, I want to be able to check the allergens and salt listing on the latest label. Around 17% of consumers prioritise checking the label. |
A stated amount of butter tells you something about the ingredients, but doesn’t on its own tell you how a croissant will taste. Its size and preparation method may also matter more for when you want to serve it.
First, choose between serving them straight away, baking them off, baking from frozen or shaping them yourself. Then use the butter percentage as one of the details on the label.
Frozen products need freezer space and time in the oven. Chilled croissant dough should be stored according to the instructions and used after opening.
Plan your oven and storage space before choosing, and follow the directions on the packaging. Don’t eat croissant dough raw if the product instructions say it must be cooked through.
According to the Netherlands Nutrition Centre, using baker’s salt is not compulsory. So the words ‘croissant’ or ‘butter’ don’t tell you which type of salt is used in a specific product.
If it matters to your purchase, check the latest ingredients list for ‘iodised salt’ or ‘baker’s salt’.
Allergen information can vary between croissants, beyond wheat and milk. The Délifrance frozen croissants described by PLUS also list egg and possible traces of soya and nuts.
Check the latest packaging every time you buy, and if you have an allergy, don’t base your choice solely on an earlier product description.
The examples below show the types of products and preparation methods you may come across. They are not an assessment of a brand’s full range.
A useful starting point if you’re choosing between a fresh shop-bought croissant and butter croissants to bake briefly at home.
Worth considering if you want to keep frozen croissants for a breakfast or brunch planned for later.
An example of croissants you bake straight from frozen.
An option if you’d rather shape your own croissants than serve ready-made ones.
A shop-bought option if you’re looking for an individual butter croissant to serve without any preparation at home.
These croissants are options if you’re looking for a pack for breakfast or brunch. Check the preparation instructions and ingredients for each product before deciding whether it suits serving straight away, baking off or your preference for butter.
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A pack of four croissants for breakfast or brunch. Check the packaging to see whether they need to be prepared at home, and read the latest ingredients and allergen information.
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Four croissants to consider for a planned meal. Check the preparation instructions and read the ingredients if you’re specifically looking for a butter croissant.
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Mini croissants in a 200 g pack, ideal if you want to serve smaller ones. Check the pack for the number of pieces and whether any preparation is needed.
No. ‘Butter’ and a stated butter percentage describe the ingredients, but don’t prove that it will taste better. Also consider whether the size and preparation method suit when you want to serve the croissant.
It depends on the product, so follow the instructions on the packaging. The Délifrance croissants described by PLUS should be baked without defrosting; the Jumbo version reviewed has its own instructions for croissants that have already been defrosted.
No, you can’t tell from the product category alone. According to the Netherlands Nutrition Centre, using baker’s salt is not compulsory. If it matters to your choice, check the latest ingredients list to see whether it says ‘iodised salt’ or ‘baker’s salt’.
Always read the allergen information for the specific product. Wheat and milk are listed for the butter croissants described; depending on the product, egg and possible traces of soya or nuts may also be relevant. The product name is no substitute for checking.
