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On a street in Brooklyn Heights, New York, eager customers have been waiting in line since dawn outside this French bakery for a brand-new delicacy - croissant cereal.
How on earth have these diminutive crispy crescents created such a stir, leading customers to queue patiently for hours in the half-light and bitter cold?
Gautier Coiffard is the baker behind L'Appartement 4F bakery.
Prepared afresh on a daily basis, these intricate pastries are time-consuming to produce but demand exceeds supply, so there's inevitably a knock-on effect on price.
Since one packet's a whopping $50, do they genuinely justify the exorbitant cost?
Having left his mother country France in 2012, Coiffard relocated to New York, where he met his long-term partner, Ashley.
The one thing he craved was artisan bread, and to satisfy this need, he took to making loaves in the kitchen of their Brooklyn apartment.
The pandemic saw him expand production, baking initially for loved ones and later, prompted by Ashley, for strangers too, at which point L'Appartement 4F was born.
Whilst their authentic French fare's proving popular with French and American shoppers, their novelty cereal has met with mixed reviews, though as supplies are somewhat restricted, that may be a blessing in disguise.
However for now, whatever treat their customers desire, this bakery appears to be doing a roaring trade.
