Get your tents ready, because you’re probably going to have to camp out if you want to taste the Nutella Cronut hole.The Italian chocolate-hazelnut spread-maker has teamed up with New York City’s pastry wizard Dominique Ansel for this one-day-only freebie, which celebrates the 50th birthday of Nutella and the kick off of the Nutella food truck, hitting cities all over the country this summer.
“One of the things Nutella fans love to do is find new ways to enjoy Nutella,” says senior brand manager Eric Berger. “We wanted to do something special to celebrate our 50th anniversary. We’re big fans of Dominique Ansel, and we thought the ultimate way to enjoy Nutella was to make a Nutella Cronut. Dominique grew up with the brand — we’ve been in Europe for 50 years — so it was a really nice match.”
Ansel and the Nutella crew will hit the Broadway pedestrian plaza (between 23rd and 24th Streets) adjacent to Madison Square Park from 10 a.m. until 2 p.m. on Monday, May 19, with Cronut holes in tow, and the team will be doling the pastries out by the hot, just-made pair to the first 1,000 people in line.
Not lucky enough to score them? Take the consolation prize, which is a boatload of other complimentary Nutella snacks, including Nutella on waffles, apples, and other fresh fruits. While you feast yourself into a sugar coma, you can listen to live music or play a little bean bag toss. Those activities — and free food — will follow the Nutella truck around the country, though other cities won’t be privy to the Cronut holes.
We had a little preview of the snack earlier today; bite into Ansel’s signature sugar-dusted, dense-but-flaky pastry, and you’ll reach a cascade of the decadent chocolate-hazelnut spread. Our photographer begged for a cup of coffee to chase his second bite, so you might consider picking up a cup from a nearby coffeeshop before you post up to wait.
Mahoney says the line will be policed carefully come Monday, and you won’t be able to save spots for friends. So get there early if you want to stake out a place.
And sadly, once they’re gone, they’re gone — this is a one-day-only flavor.
See gratuitous Nutella Cronut hole porn on the next page.
Editor’s note: This story has been updated with a quote from an official brand spokesperson. A previous version of the story contained a quote from someone not authorized to speak for the brand.