Think of a cornucopia made of spiraling dough. Then imagine it in white, honey, sesame, wheat, cheese-onion and cinnamon-raisin flavors. That's what Goldstein obsessed over for seven years, patented and recently brought to market.

Who could have thought of such a product? A Ph.D. in psychology who decided he could do better than the soggy bread container he was served one day. And like many newcomers in love with their food creations, he is overwhelmed by the potential. For now, he's selling only the cones, but he can supply an endless number of applications. The cone shape means fillings don't leak; unlike wrappers, they don't require a short course in origami to close, and as the inventor discovered, the shape keeps food hot.

"It can hold liquid things, such as hot dogs with chili, Philly cheese sandwich fillings, pizza type fillings, barbecued beef. You could do apple slices and ice cream in a cinnamon-raisin Conewich. It's a good breakfast item. You can adds eggs, rice and beans," Goldstein says.

His goal is to set up regional bakeries around the country to finish par-baked cones. They're already selling in San Diego's sports arena and in a few theme parks. Top-name amusement parks, convenience stores and concessions operators are looking at the cones, according to Goldstein, who says he wants to start with stadiums and sports parks and progress to fast-food chains. Consumers eventually may see Conewiches in their local supermarkets.