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A New Twist On An Old Jewish Pastry Arrives For Valentine’s Day

February 14, 2020: 12:00 AM EST

An Israeli-inspired bakery with four branches in New York City has been selling – yes, for Valentine’s Day – a red, gooey version of the traditional Jewish chocolate-filled pastry known as rugelach. The “roselach” at Breads Bakery are made with marzipan, rose water, and sprinkled with raspberry. Redolent of roses, the roselach was invented by an Israeli restaurateur who joined forces with a Turkish chef to honor the pagan-inspired holiday in America. Even though the roselach is a strictly Valentines-only treat, the hope is that the traditional chocolate version, made with high-quality ingredients and baked fresh daily, will sell well year-round. Meanwhile, the innovative roselach costs $36 for a box of a dozen in store, or $50 shipped. [Image Credit: © Breads Bakery]
Melanie Lidman , "For Valentines, ditch roses and try 'roselach' instead, says Israeli baker in NY", The Times of Israel, February 14, 2020, © The Times of Israel
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