For centuries, the pastel de nata has remained one of Portugal’s most iconic creations. Recognised for its crisp pastry, creamy custard filling and caramelised top, Portuguese custard tarts have long been associated with tradition, craftsmanship and local bakery culture.
But as global demand for Portuguese custard tarts continues to grow, a new challenge emerges: how can a product so deeply rooted in artisanal heritage be scaled internationally without losing its identity? The answer lies in innovation.
At BY Foods, innovation is not about changing the essence of the pastel de nata. It is about finding ways to preserve authenticity while adapting to the operational realities of global distribution, foodservice, and retail.
This vision is reflected in NataWave, an innovation project co-financed by COMPETE 2030, designed to support the evolution and international scalability of one of Portugal’s most recognised products.
Scaling tradition without compromising quality
Taking a traditional product to international markets requires far more than increasing production capacity. It demands: consistency across thousands of units; rigorous quality control; efficient cold chain management; operational adaptability for different markets; and the ability to deliver the same sensory experience, regardless of geography.
For products like pastel de nata, this challenge becomes even more complex. Consumers expect authenticity. The texture, flavour, and appearance must remain true to the original product, even when produced at scale. This is where innovation becomes essential, because it doesn’t replace tradition, but protects it.
The role of frozen technology in modern foodservice
Frozen bakery products have increasingly become a strategic solution for international foodservice and retail operations. When developed correctly, freezing allows products to preserve quality, consistency, and operational efficiency while reducing waste and simplifying logistics.
In the case of pastel de nata, this approach also enables:
- standardised quality across markets;
- easier preparation for operators;
- faster service;
- reduced dependency on specialised labour;
- and scalability for international expansion.
Most importantly, it allows the product to maintain the characteristics consumers associate with authenticity – including the flaky pastry and caramelised top that define a true Portuguese custard tart.
NataWave: innovation supporting internationalisation
The NataWave project reflects a broader ambition: transforming a traditional Portuguese product into a globally scalable proposition while maintaining its cultural and sensory identity.
Supported by COMPETE 2030, the project reinforces the importance of innovation within the agro-food sector and highlights how technology can help Portuguese products compete internationally without losing authenticity.
As global demand for convenient premium bakery products continues to rise, innovation becomes a key driver not only of operational efficiency but also of preserving heritage in new contexts. The future of traditional products will depend on preserving the past but also in the ability to adapt tradition to modern consumer expectations, international logistics, and evolving foodservice models – while ensuring the essence of the product remains untouched. And in that future, innovation will not replace authenticity, it will help protect it.
