Arquivo de Branding - BY Foods

Nata Pura reaches the world’s best supermarket: Portuguese pastéis de nata take the spotlight in Australia

Marta Ferreirinha — Wed, 21 May 2025 11:25:18 +0000

Now available at Saints Road Foodland – officially named the world’s best supermarket

The Australian store Saints Road Foodland, part of the Foodland Supermarkets network and operated by the Chapley Group, was recently awarded World’s Best Supermarket at the IGA International Retailer Awards 2024.
This global recognition celebrates excellence in store design, innovation, and customer experience – and we’re proud that our Nata Pura pastéis de nata are now part of this standout retailer’s frozen selection.

Portuguese products with world-class standards

Having our products featured in one of the most respected and competitive supermarkets worldwide reinforces our commitment to delivering quality, tradition, and consistency.

Our Portuguese custard tarts are more than just a pastry, it’s a cultural icon. And seeing them on the shelves of an internationally awarded supermarket reinforces our belief that a little taste of Portugal belongs on the global stage.

Frozen pastéis de nata: tradition meets innovation

Our oven and air fryer-ready frozen pastéis de nata bring together two worlds – the tradition of artisanal Portuguese baking and the practicality today’s consumers expect.
In just a few minutes at home, anyone can enjoy a freshly baked, golden, flaky pastry with a creamy, indulgent filling. That balance between convenience and authenticity is exactly what sets us apart – and why retailers like Foodland choose us.

Being in the right place, with the right partners

Partnering with the world’s best retailers is both a responsibility and an opportunity. Every shelf we reach is the result of dedication, consistency, and our mission to bring the best of Portugal to the world.

And none of this would be possible without the continued trust and collaboration of our partner Dallas International. Their work on the ground has been key in making this placement a reality, proof of what strong, aligned partnerships can achieve across borders.

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Nata Pura at Expo 2025 Osaka: a flavourful journey between Portugal and Japan

Marta Ferreirinha — Wed, 16 Apr 2025 10:25:30 +0000

Some flavours cross oceans. And some stories are best told at the table. In 2025, Nata Pura brings the pastel de nata — a symbol of Portuguese pastry — to Expo 2025 Osaka, celebrating centuries of connection between the two countries.

Portugal pavilion: the Ocean as a starting point

The theme of the Portuguese pavilion — “Ocean: the Blue Dialogue” — pays tribute to the sea as a link between peoples, cultures and knowledge. Designed by renowned Japanese architect Kengo Kuma, the structure stands out for its use of recycled fishing nets and maritime ropes, evoking the movement of waves and underscoring a strong commitment to sustainability.

This pavilion represents an opportunity to showcase the very best of Portugal — from innovation to tradition, from design to gastronomy.

The pastel de nata as a cultural ambassador

Among the many sensory experiences available at the pavilion, Nata Pura’s presence in the official restaurant is an irresistible invitation to taste. Our pastéis de nata, made using a traditional recipe and strict quality control, have become one of the visitors’ favorite choices — for many, it’s their first time discovering this iconic Portuguese treat.

The response has been enthusiastic. Some visitors return to savour another one. Others leave with the flavour still lingering and a growing curiosity to discover more about Portugal.

A long-standing connection

The relationship between Portugal and Japan is nothing new. As early as the 16th century, Portuguese navigators were the first Europeans to reach the Japanese archipelago. With them came products, techniques and… words.

Japanese linguist Tetsuo Harada recently highlighted how words like “pão” (bread), “botão” (button), “copo” (glass), “álcool” (alcohol) and “caramelo” (caramel) entered the Japanese vocabulary through Portuguese. This legacy lives on in language and now finds new life through flavour — like that of our pastel de nata.

A global stage with real impact

Expo 2025 Osaka brings together over 150 national pavilions and expects to welcome around 28 million visitors over six months. Nata Pura seizes this global stage as a strategic opportunity to strengthen its position in the Asian market — especially in Japan, where the product continues to gain recognition for its authenticity, practicality, and indulgent character.

For the Nata Pura team, this participation is also a way to build commercial relationships, listen directly to the end consumer, and continue developing a brand that is proudly Portuguese, but with a global ambition.

At Nata Pura, we believe every pastel tells a story. In Osaka, that story is about encounters, flavor, and cultural bridges.

Follow our journey at Expo 2025 Osaka and learn more about us at www.natapura.com or on our LinkedIn.

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A new face for new challenges

Maria Rita — Wed, 18 Dec 2019 15:23:00 +0000

We started out in 2014 as Nata Pura. That brand conflated both who we were and our product, and it made sense at the time. We WERE our product, in more ways than one. All business and profit considerations aside, then as now, we truly believe the Nata is a major contender in the world pastry market – even if the world pastry market does not know it yet. But that has changed. We were proven right. Instead of believing we now know.

From Nata Pura to a global movement

The pastel de Nata is now on an ascending curve in terms of popularity and notoriety, and we are proud to be one of the major movers behind this surge. But as the Nata settled into its steady cruise velocity we remained hungry for more. On one hand, we needed to specialize Nata Pura the various channels and markets it operates in, and on the other, we began to look around us: Why stop at the nata?

Expanding the horizon of Portuguese pastry

Portuguese pastry culture is rich and unique. Drawing from our relative isolation within the European continent – and our pioneering contact with faraway cultures and flavors – something very different emerged. The Nata is the most recognizable, and for good reason. But the Queijada (our K-Jada) is older and sweeter. So, sustainably, we are going to grow. Each and every gastronomic culture is valid and interesting in its own way. But we are Portuguese and just as we believed the world was ready for the Nata, we now believe the world is ready for the rest, starting with the lip-smackingly sweet K-Jada.

So we needed to rebrand ourselves, not as purveyors of Nata Pura, but as the company behind Nata Pura, K-Jada, and our future product line currently in development. B+Y stands for Black and Yellow, so we never forget the caramelization of the Nata’s custard cream. Our focal point, original idea, and also the success that made this rebranding not only a possibility but a necessity.

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Portuguese pastries are conquering the world

Maria Rita — Thu, 12 Sep 2019 15:33:00 +0000

The Popularity of Portuguese Pastries

The popularity of Portuguese pastries is undeniable. We can easily picture them on coffee shop shelves and market aisles worldwide. This appeal goes beyond their delicious taste – they stand out even in a world full of amazing pastries. This isn’t solely due to Portugal’s unique gastronomy. Their universal charm lies in how they are crafted. The rise of the Pastel de Nata in recent years demonstrates this allure, as highlighted in a Bloomberg article.

How Nata Pura pioneered the surge

B+Y Foods helped spark this trend. We launched Nata Pura when the Pastel de Nata was little known outside Portuguese emigrant communities. At first, many confused it with egg tarts or “dantas” – altered versions of the Nata. Back then, the pastry was unfamiliar at trade shows and tastings. Today, our samples attract large crowds. Over the past four years, market demand has grown significantly.

Our other signature pastry, the Queijada, is also gaining recognition. Like the Nata, it is slowly but surely becoming popular.

Why nata and queijada rival global classics

The nata and queijada are serious competitors to popular pastries like croissants and muffins. They are lighter and smaller, making them easy snacks. These pastries are cream-based, not dough-based or cake-like. They offer bold flavors and come in a variety of options, appealing to a wide range of tastes.

Portugal as a destination and a brand

Portugal’s growing popularity as a destination has also boosted its gastronomy. Visitors who enjoy Portuguese food often share their experiences, helping spread awareness of our pastries globally.

A sustainable market for Portuguese pastries

The nata entered the global market carefully. It was accepted and quickly embraced. Now, more Portuguese pastries are following its path. This is not a fleeting trend but a sign of sustainable growth. Portuguese pastries have universal appeal, and today’s market conditions make them poised to become international classics.

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