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Reno bakery in middle of Cronut kerfuffle

Johnathan L. Wright, Reno Gazette-Journal

Imitation might be the sincerest form of flattery — but it also can be a foolproof recipe for hearing from a lawyer.

Rounds Bakery, owned by Sean Cary and Anton Novak in Reno, Nev., recently received a cease-and-desist letter from a New York City law firm demanding it end the “use of the word ‘cronut’ and any derivation and spelling of the word ‘Cronut’ when describing your food products.” Cronut is a federally registered trademark held by Dominique Ansel of New York’s Dominique Ansel Bakery, creator of the wildly popular Cronut, a croissant-donut hybrid.

Cary, in an exclusive interview with the Reno Gazette Journal Taste, said Rounds “has been very diligent about not using the term ‘Cronut.’ We refer to our product as a croissant donut in all our communications.”

A copy of the letter can be viewed on the RGJ Taste page at

Rounds also has created a Twitter hashtag, #NotACronut, for a series of tweets in which the bakery snarkily apologizes using a variety of famous trademarks. Those can be viewed at

Stay tuned for more from the bakery wars. And now I’ve got to put tonight’s dinner in the Crock-Pot — I mean slow cooker.

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