EDGEWATER, N.J. — Edgewater businessman Raj Bhatt believes he has found the next big American indulgence: macarons.
The vibrantly-colored cookies propelled Bhatt to invest in Woops!, a confectionery company that specializes in French macarons, in 2013.
The simple product was appealing to the eye and was exactly what the United States needed, he said.
Woops! has since sold some six million macarons and counting.
"The beauty of a macaroon is how the shell and filling react and combine in flavor and texture," he said. "It definitely is not an easy pastry to make."
Woops! offers more than 20 types of macarons including chocolate chip-mint, Nutella, lemon poppy, peanut butter, raspberry, cookies and cream, chocolate lavender, red velvet, passion fruit and old fashioned pistachio.
The product is handmade with almond-flour and meringue based shells and filled with chocolate ganache with natural flavors and ingredients, Bhatt said.
After becoming the Woops! majority investor, Bhatt helped his business expand from Paramus and Short Hills to 22 locations in six different states, including locations in Westchester County and Fairfield County.
"We want to become a known American brand that produces quality products," Bhatt told Daily Voice. "People who want a high quality, more authentic product at a fair price, come to Woops! We are an affordable indulgence."