Nutella, Pretzels and Shortbread. This is gonna be good

So this week was the Jewish holiday Purim. It’s the equivalent of Christian Halloween Costume wise. Unlike Halloween – there’s no trick-or-treating, but we have something else: it’s a mitzvah to drink until you drop. Yes, you’re reading correctly. Gotta love this holiday.

HOLIDAY TRADITIONS
Another thing about this holiday is that it’s customary to give your friends and family a goody-bag filled with candy and the traditional cookie – Hamantaschen, which literally translates as ‘Haman’s ears’ (did you really think we’d let a holiday go by without something to nosh on?). It’s also customary in a large crowd to have a raffle deciding who this goody bag will go to. I can still remember a school table packed with bright yellow, green and red cellophane-wrapped parcels, each with our name on it (noting who made it), and the raffle that followed. My best friend’s mom used to make the best bags, but somehow I was never the one to receive it.

BACK TO THE COOKIES
These are a kind of shortbread cookies filled with all kinds of yummy filings; the traditional version calls for a poppy seed filling, but you can fill it with whatever you want – chocolate, halva, peanut butter, etc. you can go savory too, of course, but this is a whole other discussion… So we’ll stick to the sweet part, if it’s ok with you.
The only thing you should look out for is making sure that it’s thick enough so it wouldn’t leak out of the sides of the cookie which can cause it to open and ruin the whole nicely-shaped-triangle you were working so hard on. The rule is: if you spoon a little on a plate and it keeps its shape – spreading just a little, you’re fine. If it flattens up – not so much. So how do you fix it? All you need is something to absorb the extra liquid.

PRETZEL TALK
Say you want Nutella filling (I know I do). Very runny. But you still want it. What you can do is add a thickening agent – which in this case is much easier than making roux, dissolving cornstarch etc.: to get the desired consistency, an addition of crumbled cookies, day-old pound cake crumbles and so on would work perfectly. In my filling – being a sweet-and-salty gal myself – I decided I want to try adding crumbled pretzel sticks.

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BRAND DROPPING
Wow, Snyder’s of Hanover. Great job well done on your recipe tab. I didn’t quite expect it, given that the snacks category tends to sometime overlook the foodie recipe-searching community, but you did great with all the different options. The site goes from your usual suspects of pretzel bread-crumb alternatives through finger food to main course and dessert with lots of navigation options, and offers many recipes that actually include the product itself. Lots of topping-things involved, but many variations, so I’ll give them that. I also looked at Rold Gold’s website – another FritoLay brand (remember them from last time?). I guess being part of a larger group of brands can sometimes mean being in the background. There were only 5 recipes dedicated to the brand, 3 of which did not involve the use of the product itself. Maybe FritoLay considers the brand a ‘Milking Cow’ and does not want to invest too much into it. Whatever the reason, it could definitely use some serious touch ups.

RECIPE AWAY
*You can always not-use any equipment, but it’s just simpler in this recipe to use a mixer and a food processor. In any way, both methods are described.
*make sure you’re not stressed with time because the dough needs to rest in the fridge for at least 30 minutes to get its act together.

Nutella and Pretzel Hamantaschen
Makes about 50 cookies, depends on the diameter of cookie cutter 🙂

From the pantry
For the dough, all in room temp:
3 cups (13.5 oz) AP flour
1 tsp baking powder
1/4 tsp salt
1 cup (4 oz) confectioners sugar
1 stick and 6 TBS (6.5 oz) butter
1 L egg + 1 yolk
1 tsp vanilla extract

For the filling:
1 cup Nutella spread
1/2 pack – about 4-5 oz of any kind of hard pretzels
1/2 tsp cinnamon (optional)
*Piping bag would be nice if you have any.

For show
Some confectioners sugar to sprinkle

Get Mixin’

Make the dough: 

  1. If you have a mixer (lucky you, what luxury to have in a tiny apartment!), start by beating the butter and sugar with the pedal attachment. If you don’t, don’t worry, just use a wooden spoon. Try going slow because the sugar is so light it will fly right out of the bowl (and here goes your measuring. And your recent cleaning efforts).
  2. Add the egg + yolk, and the vanilla. Mix until well combined.
  3. Add the flour and beat until incorporated (if you’re doing it manually and it starts getting harder with the wooden spoon, you can use your hands and knead it a little).
  4. Wrap in plastic and allow to rest in the fridge for at least 30 minutes.

Make the filling:

  1. If you have a small food processor, grind the pretzels to very small pieces. You can leave some larger pieces for texture. If you don’t, take 2 (clean!) nylon bags, double wrap the pretzels and smack the hell out of the bag until the pretzels give up. Good way to let out some of those aggressions.
  2. Put the Nutella and cinnamon in a bowl. Gradually add the pretzels. Don’t get it all in at once – you might end up with really condense texture. Remember the test? Spoon some to a place and see if it spreads just a little. If you have a piping bag – fill it up with the filling. No need for a special tip.
  3. Heat the oven to 350f.
  4. Roll the dough to 1/3″ thickness. Use a round cookie cutter or a regular cup to make rounds out of the dough. I used an 8″ cutter. Collect the dough leftovers to roll again and repeat the process.
  5. Using a spoon or a piping bag, put about 1 tsp of filling on each round. Fold the dough to make a triangle and pinch the ends with your fingers.
  6. Arrange on a sheet tray with about 1’’ space between the cookies.
  7. Bake on the upper rack for about 15-18 minutes until the cookies are golden (my oven took full 18 minutes, but I know other ovens are probably better and require less time).
  8. Share with all of your friends, and don’t forget the cellophane!

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2 thoughts on “Nutella, Pretzels and Shortbread. This is gonna be good

  1. First of all, good job you on marketing this post – I was looking forward to checking it out after seeing the mouthwatering pictures on Instagram paired with the magic word: Nutella. Thank you for sharing!

    I have been perusing food brands’ websites for recipes more and more lately and I have come to the same conclusion as you have been explaining: it truly helps brand loyalty if the recipe page is well-kept and intriguing. In my opinion, everyone could learn from King Arthur Flour: unbelievable amounts of good recipes! I must admit Snyder’s of Hanover does well too in showing new ways of using their product.

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  2. I totally agree with you when it comes to leveraging holidays to market food! I also believe that specifying the brands of ingredients in blogs like yours should help brands a lot if they discover loyal customers like yourself. At the end of the day, there is nothing more valuable than user-generated content initiated by the will of the user him/herself!

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