It’s finally open. After month of delays, the latest dessert craze has landed in the Valley. Yes, xooro, the so-called gourmet churro company (and pronounced sure-oh) is now open at the Shops at Norterra in northeast Phoenix. What’s a xooro? Get all the delicious, deep-fried and sugar-dusted details after the jump.

Here’s another one for the ‘why didn’t I think of this?’ file. A few month back, a little birdie tipped us to the newest foodie fad coming out of Southern California. Named xooro, this gourmet churro company is hoping to be the next Pinkberry yogurt or Sprinkles Cupcakes. That is, take a dessert staple, in this case the lowly churro, and reinvent it with upscale ingredients and sharp-looking packaging.

So what separates a xooro from that cinnamon-sugared dough stick spinning under a heat lamp at Costco? For one, each xooro is stuffed with your choice of decadent fillings, from chocolate and almond cream to raspberry and peanut butter. Next, each Spanish fritter, as they like to be called, is rolled in a variety of sweet glazes and then sprinkled with toppings such as coconut and, wait for it, maple bacon.

Most important, the company has expanded to the Valley, starting with its first location inside the Shops at Norterra in the northwest Valley, and coming soon to the ever-expanding Scottsdale Quarter. As for the best flavors, we recommend the almond cream, the Turkish hazelnut or any of the chocolate varieties. Be warned though, we’re still slightly buzzed from the sugar overload. But the website says each xooro is cooked in rice bran oil, “the lightest of all frying oils.” So we’re good to go for seconds, right?

2460 W. Happy Valley Rd.

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