• by Teresa Buyikian , 10 hours ago

Food as fashion is a trend that apparently isn’t going anywhere soon, and Panera is all over it for the second time.

Following the success of 2023’s Baguette Bag, Panera’s Croissant Clutch is now available on the company’s merch site. The limited-edition bag measures approximately the size of an actual croissant and was “inspired” by the chain’s Croissant Toast Sandwiches.

"The Croissant Clutch celebrates the innovative flavors of our spring menu in signature Panera style," said Mark Shambura, CMO at Panera Bread, in the announcement, touting “this unique fusion of food, function and fashion."

The bag, which retails for $39.99, has a pleated design “reminiscent of the flaky layers of a croissant,” along with accordion sides and kiss-lock closure with a gold frame, detachable gold chain shoulder strap and a custom metal Panera "P" emblem. Its most distinctive feature is its insulated lining, ready  to take a “Croissant Toast Sandwich on-the-go.” Also included with the bag purchase is a $15 Panera Bread gift card.

The brand recently added croissant sandwiches to the menu, available in two varieties: a Croque Monsieur Croissant Toast with Black Forest ham, provolone and asiago cheeses and a caramelized onion and gruyere spread; and the Fromage Croissant Toast with provolone and American cheeses, caramelized onions, arugula and garlic aioli.

The Baguette Bag was an immediate viral sensation when launched in February 2023, highly rated by fashion vloggers with millions of social media views, and designated by Glamour magazine as the season’s “It” bag. It subsequently  sold out multiple times before being discontinued.  Since then, the bag has actually increased in value, with several recently selling for over $100 on eBay.