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.
