Semmelwrap

Semmelwrap is a Swedish pastry and a modern twist on the classic semla bun, which is traditionally consumed on Shrove Tuesday. Unlike semla, the dough for semmelwrap is rolled very thin, then lightly baked and rolled into a wrap, which is subsequently filled with a delicious combination of almond paste and whipped cream.

The pastry was invented by Mattias Ljungberg in Stockholm in 2015. Semmelwrap quickly went viral, and not long after, several Swedish bakeries tried to copy Ljungberg's idea because he did not trademark it.