This TikTok Trend Is Absolutely Infuriating to a Cheese Expert

Do you love to hate it or hate to love it?

If you ask me, Brie is the pinnacle of cheeses.

It’s the smoothest, creamiest, butteriest, and most uniquely satisfying cheese on the planet. A wheel of Brie is a masterpiece on its own, but top it with fig jam or caramelized bacon bits, and you’ll achieve greatness. Shamefully, it’s the one salty snack I’ll keep coming back to well past the point of being over-stuffed.

So, when the first “whipped Brie” video came up on my feed, I was immediately sold. I thought I’d witnessed the greatest thing to ever happen to a cheese board. And I wasn’t alone—this trend got the internet buzzing.

You’re telling me the rich, buttery cheese would now be light and fluffy too? What could be better?

According to creator @ainttooproudtomeg, the viral dish was inspired by a menu item at Thomas Keller’s French Laundry. It seemed so deliciously simple that it’d be possible—even easy—to recreate at home. As she calls it, it’s “your new favorite way to eat Brie.”

But not everyone is sold on the whipped Brie trend. In fact, for a cheesemonger, the idea of it is downright infuriating.

“Most of the content creators driving these new trends have no idea what they’re doing or what kind of cheese they’re even serving,” says Emma Harvey, cheese buyer at City Market South End in Burlington, VT. “I think back to the ‘whipped burrata’ craze over the summer and my blood boils.”

The biggest downside to this trend, as Harvey sees it, is that the beautiful, bloomy rind goes to waste. “There are flavors and notes present in the rind that differs from the paste of the cheese,” Harvey explains. “So please, as a monger I beg you, don’t just throw the rind away.”

Harvey thinks the only way this could be considered a “hack” is if one was trying to whip different flavors into the cheese. “But, even then, why?” she adds.

“Some cheeses are great for doctoring up and transforming into new recipes (fondue, queso,…

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