Category: Logistics

How search behaviour reveals the global rise of pastel de nata

Trade fairs generate conversations. Sales meetings generate opportunities. But search behaviour reveals something even more valuable: genuine market interest.

In recent years, the global visibility of the pastel de nata has grown significantly, not only through tourism and social media, but also through the way consumers actively search for the product online.

Search data increasingly shows that Portuguese custard tarts are no longer perceived as a niche or regional pastry. They are becoming part of a broader global bakery conversation.

What search data tells us

Search engines have become one of the clearest indicators of consumer curiosity and intent.

People no longer discover products only through physical stores or recommendations. They search before they buy, travel, taste, or distribute.

This means that search behaviour can reveal:

emerging consumer interests;
growing awareness in specific markets;
rising demand trends;
and the evolution of food categories globally.

For products like pastel de nata, this visibility is particularly relevant because it reflects something deeper than temporary virality: recurring international interest.

From local specialty to global product

The growth of searches related to Portuguese custard tarts reflects a wider transformation happening within the food industry.

Consumers increasingly seek for authentic products; cultural food experiences; premium bakery concepts; and products associated with craftsmanship and origin.

At the same time, global retail and foodservice operators are looking for solutions that combine authenticity with operational scalability.

This combination helps explain why products like pastel de nata are gaining international relevance across different channels, from cafés and hotels to retail chains and frozen bakery solutions.

Search as a signal of market evolution

One of the most interesting aspects of digital behaviour is that it often anticipates market movement.

Before products scale physically, they tend to scale digitally.

Search growth frequently appears before a retail expansion; a distribution growth; a menu integration; or increased local availability.

In this sense, search visibility becomes more than a marketing metric.

It becomes a market signal.

For brands operating internationally, understanding these behavioural patterns can help identify opportunities, adapt communication strategies, and better understand how consumers perceive traditional products in modern contexts.

The digitalisation of food discovery

Food discovery has changed dramatically over the past decade.

Consumers now discover products through Google searches; TikTok and Instagram content; travel-related searches; recipe exploration; and cultural curiosity.

As a result, traditional products are no longer limited by geography.

The pastel de nata is a strong example of this transformation: a product deeply connected to Portuguese identity that is now increasingly searched, discussed, and consumed globally.

And while visibility alone does not guarantee long-term success, it does reveal something important:

People are actively looking for it.

The future of Portuguese custard tarts: how innovation is helping tradition scale globally

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 F o ods, 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.

Pastel de nata ranked #1 best tart in the world by TasteAtlas

The pastel de nata has officially been ranked as the best tart in the world by TasteAtlas, securing the top position in its global ranking of traditional pastries.

For a product deeply rooted in Portuguese heritage, this recognition goes far beyond a simple ranking. It reflects a growing global appreciation for authenticity, craftsmanship, and flavour (elements that define the Portuguese custard tart).

A global recognition for a Portuguese icon

TasteAtlas, known for its curated rankings of traditional dishes and regional specialities, placed the pastel de nata at number one, ahead of classic desserts from countries such as France, the Netherlands, and Italy.

This recognition reinforces what many consumers around the world already know: the pastel de nata is not just a dessert, but is a benchmark.

With its flaky puff pastry, rich custard filling, and caramelised top, it delivers a unique balance of texture and flavour that continues to resonate across cultures.

Why the pastel de nata stands out

Several factors contribute to the global success of the pastel de nata.

1. A distinctive product experience

The contrast between a crispy exterior and a creamy interior creates a sensory experience that is both familiar and unique.

2. Simplicity with depth

Made from a relatively simple set of ingredients, the product relies on technique and precision – qualities that elevate it beyond standard pastry.

3. Cultural authenticity

Consumers increasingly value products with origin, story, and identity. The pastel de nata embodies all three.

From local tradition to global demand

The recognition of the pastel de nata as the best tart in the world reflects a broader trend in the food industry: Local products with strong identity are scaling globally.

From Europe to Asia and North America, demand for Portuguese custard tarts has grown significantly in recent years, supported by:

Increased exposure through international events
Expansion into retail and foodservice channels
Strong consumer response in markets such as Japan and beyond

This shift highlights the growing relevance of traditional European bakery products in international markets.

A ranking is more than only a classification, it’s a signal for the industry

Rankings like TasteAtlas celebrate products, but they can influence perception, reinforce credibility, and support decision-making across the value chain, from distributors to retailers.

For food brands and importers, the pastel de nata’s position as the best tart in the world is a clear indicator of: strong consumer acceptance, proven product-market fit and potential for scalable growth

A product built for global markets

While rooted in tradition, the pastel de nata has shown a strong ability to adapt to modern consumption patterns. In particular, frozen and ready-to-bake formats have played a key role in enabling consistent quality across markets, allowing operators to deliver a freshly baked experience with operational efficiency.

This balance between authenticity and scalability is what positions the product for long-term international growth. Being ranked as the best tart in the world is beyond recognition of taste; it is a reflection of relevance.

The pastel de nata continues to prove that products with strong identity, consistency, and execution can move beyond borders and succeed on a global scale.

Zero tariffs, new markets: what the EU–Australia Trade Agreement means for food export to Australia

The EU–Australia Trade Agreeme n t is set to reshape how food brands approach food export to Australia in 2026 and beyond.

After years of negotiations, the agreement is expected to significantly reduce, and in many cases eliminate, tariffs across a wide range of categories, including processed and value-added food products.

But beyond the policy shift, this signals something bigger.

For food brands looking at international expansion, Australia is becoming a more accessible and more competitive market.

A new chapter for food export to Australia

For businesses, trade agreements function as powerful market enablers, far beyond their political dimension.

With barriers to entry expected to decrease, food export to Australia becomes more viable for European brands that previously faced pricing pressure due to import duties.

This creates a more level playing field. But it also accelerates competition.

Because when access increases, so does the number of players entering the market.

Lower tariffs don’t mean lower complexity

At first glance, reduced tariffs suggest a clear opportunity: improved margins, stronger pricing strategies, and easier market entry.

In reality, exporting food to Australia remains a structured and demanding process.

Success still depends on:

Regulatory compliance and product adaptation
Cold chain and logistics reliability
Strong local distribution
Understanding of retail and foodservice dynamics

In other words, access becomes easier, execution remains critical.

The role of frozen and processed food categories

One of the most relevant implications of the EU–Australia Trade Agreement is its impact on processed food export.

Categories such as frozen and ready-to-bake products are increasingly aligned with global consumption trends, driven by convenience, consistency, and operational efficiency.

For brands operating in frozen food, this creates a strong positioning advantage. As food export to Australia becomes more accessible, these categories are particularly well placed to scale, provided the right operational structure is in place.

From exporting products to building brands

Trade agreements do not create demand, but conditions for growth. And in this context, exporting is no longer just about logistics.

It is about:

Brand positioning
Market consistency
Point-of-sale execution
Supporting partners with the right tools

As more brands enter the Australian market, differentiation becomes essential.

What this means for food brands

The EU–Australia Trade Agreement reflects a broader shift in global trade.

For food brands, it signals that:

New markets are becoming more accessible
Competition is increasing faster
Execution is becoming the key differentiator

Food export to Australia may not have been a priority for many European brands until now.

That is changing. Trade agreements create opportunity.

For food brands, the EU–Australia Trade Agreement is a strategic signal.

The real question is no longer if markets become accessible. It is those who are ready to execute when they do.

Frozen but always fresh: the science behind the cold chain

BY Foods cadeia de frio pastéis de nata cold chain Portuguese custard tart

Quality starts with temperature

Many people wonder how a frozen custard tart can taste just like the ones freshly baked in a traditional Portuguese pastry shop.
The answer lies in the cold chain – a carefully controlled process that preserves every tart from production to the moment it is baked and served.

What is the cold chain?

The cold chain is a set of storage, transport, and handling practices at controlled temperatures, designed to preserve sensitive foods.
For frozen pastries, this system ensures:

Crispy puff pastry texture;
Smooth cream without ice crystals;
Food safety across all international markets.

Blast freezing: the secret to extended freshness

Unlike home freezing, blast freezing quickly reduces the tarts’ temperature to around -40 °C.
This rapid process forms microscopic ice crystals that do not damage the structure of the pastry or the custard.

The result: when baked, the product is just like fresh, with the same crunch, creaminess, and aroma.

Safe storage: keeping -18 °C at all times

After blast freezing, products are stored and transported at -18 °C or lower.
Any fluctuation can compromise quality. That’s why BY Foods follows strict monitoring protocols, including:

Certified cold-storage chambers;
Transport in refrigerated containers and trucks;
Continuous temperature tracking, ensuring compliance with international standards.

Global logistics: how custard tarts travel worldwide

Exporting to more than 37 countries requires precise logistics.
The cold chain supports the journey from Portugal to markets as far as Japan, the US, or the Middle East.

Sea or air freight in refrigerated containers;
Local warehouses keeping frozen stock;
Distribution to retail and HoReCa, without ever breaking the cold cycle.

This ensures that customers in Tokyo or London enjoy the exact same product as in Lisbon.

The consumer’s role: best practices at home

The cold chain doesn’t stop at the point of sale. At home, it’s important to follow simple steps:

Always store at -18 °C;
Do not refreeze once defrosted;
Bake directly from frozen for best results.

These practices ensure the custard tart retains all its flavor and quality.

Why it matters

Food safety: minimizing any risk of contamination.
Sustainability: reducing waste by extending shelf life.
Authenticity: bringing the true Portuguese flavor anywhere in the world.

The cold chain is more than just a technical requirement – it’s what makes a frozen custard tart always taste fresh.
Thanks to advanced blast freezing and a reliable global logistics network, every tart is perfect from oven to plate, wherever you are in the world.

3 powerful lessons from the most awarded pastel de nata export strategy

When we decided to take pastel de nata beyond borders, we knew we were bringing more than just a product; we were sharing heritage. But the world is diverse, which demands listening, adapting, and innovating from our side.

1. Local flavours also tell a story

Pastel de nata is unmistakably Portuguese. However, to win over new markets, we had to understand local preferences and introduce variations that stayed true to the product’s essence. In Japan, for example, matcha (green tea) is part of the cultural identity. By creating a matcha version, we connected two traditions authentically, while also responding to local trends. In Paris, flavours like brie and camembert offer a sophisticated and unexpected twist that reflects the local palate.

This balance between authenticity and local adaptation has become a cornerstone of our international strategy. It’s one of the reasons why Nata Pura has been so well received in culturally distinct regions.

2. Each market has its own pace and rules

Legal and operational requirements vary from country to country. From health certifications to logistics needs, we had to invest time and resources to ensure our products arrived safely and met the expected standards. In markets like the U.S., traceability and trust in the supply chain are critical, not only to comply with regulations but to build confidence with clients.

We ensure product quality through strict cold chain logistics and compliance with international export standards, maintaining the authenticity of our pastel de nata across all markets.

3. Storytelling adapts – the truth remains

Whether it’s on a store shelf in Tokyo, a coffee shop in London, or a trade show in Boston, the way we communicate pastel de nata may shift – but what it stands for does not: quality, tradition, and Portuguese passion. That authenticity is the guiding thread of our brand, no matter the language or culture.

The idea of exporting tradition goes far beyond simply selling a product: it’s about building genuine connections with the world, without ever losing sight of where we come from. This philosophy guides everything we do – from the partners we choose to the events we attend.

Ready to bring authentic pastel de nata to your market?

We’re always looking for new partners who believe in the value of quality, innovation, and cultural connection. If you’re looking to import (the most awarded) pastel de nata from Portugal, let’s talk – we export globally, with the know-how and flexibility to match your market’s needs.

👉 Contact us and discover how we can work together.

Making a global pastel de nata: what it takes to deliver quality everywhere

Nata Pura delivers quality everywhere with her pastéis de nata

At BY Foods, we believe that consistency is the most underrated form of innovation – and the key to deliver quality everywhere.

The pastel de nata is more than a dessert. It’s a cultural symbol, a moment of pause, a shared memory for many. But when we decided to take it beyond Portugal, we knew that delivering it with the same quality anywhere in the world would require more than tradition.
From production to preparation, every detail matters – especially when the goal is to preserve flavour and authenticity at scale. Here’s what it truly takes to make a pastel de nata global, without losing what makes it local.

1. Standardised production without compromise

Every Nata Pura tart begins in Portugal, made in a certified facility where the process is key.
We source quality ingredients, follow strict hygiene protocols, and test each batch for consistency in texture, flavour, and structure.

Scaling doesn’t mean simplifying. For us, it means making the artisanal reproducible, without losing its soul.

2. Ultra-freezing to lock in freshness

Right after baking, each tart undergoes ultra-freezing – a method that stops time, in a sense.
It preserves the delicate balance between crispy layers and creamy custard, while extending shelf life and ensuring food safety.

This step is what allows a pastel de nata made in Portugal to taste just as fresh in Japan, Australia, or Canada.

3. Cold chain logistics that leave no gaps

Maintaining product integrity in transit is non-negotiable.
Each shipment of Nata Pura travels at -18 °C, monitored with real-time data, from the loading dock to the final delivery point.

We work with trusted logistics partners who understand that food quality is fragile, and that every hour without control can make the difference between good and great.

4. Preparation at destination: training, tools, and trust

Exporting a pastry is one thing. Making sure it’s served properly is another.

That’s why we provide full support to our clients and partners:

Training for kitchen staff (on-site or remote)
Recommended baking equipment
Clear, visual preparation guides
Dedicated technical contacts for follow-up

Whether it’s for a retailer in the UK or the Portugal Pavilion at Expo Osaka 2025, we ensure that the final product reflects everything we stand for – from flavour to presentation.

Case in point: Nata Pura at Expo Osaka 2025

Being the official custard tart of the Portugal Pavilion at Expo 202 5 is an honour, but also a daily operational test.
Every tart is baked on-site, following precise instructions and using selected equipment. And every visitor tasting it is experiencing the same standard we set from day one.

This is more than a moment – it’s a long-term commitment to delivering Portuguese tradition at its best.

A global standard, built on craft

There’s a quiet power in doing something well, over and over again.

At BY Foods, we don’t just want to go far. We want to go far without changing who we are.
And that means building processes that protect the essence of what we do.

From the first recipe to the final bite, the goal remains the same: Deliver quality. Anywhere.