A CRONUT is part donut and part croissant and Dominique Ansel, a baker in New York, claims trademark rights in the brand CRONUT for a variety of baked goods as well as prepared baking flours and mixes. A trademark application was filed with the US Patent and Trademark Office on May 19, 2013.
Other bakeries say it’s getting a little hot in the kitchen as the idea of a pastry that is half donut and half croissant is not new. A trademark, which serves as a brand identifier, does not protect the idea of combining a donut and croissant.
It looks like Ansel does have a trademark battle in front of him already. Trademark applications have also been filed by third parties for CRONUT HOLE and CRONUTS.
Ansel has fame on his side. Take a look at Jerry Seinfeld’s addiction to CRONUT brand pastries.
Ansel might consider updating his website to refer to a CRONUT pastry rather than saying things such as “how to buy your CRONUTs.” While I don’t think the term CRONUT is generic, Ansel still needs to take steps to protect the strength of his brand by using the name as a brand and not a descriptive term.
And, yum – I’m hungry – somebody send me a CRONUT pastry.