The Unlikely Rise of the Pastel de Nata, and Why It’s Suddenly Everywhere
The centuries-old Portuguese treat has become a global brand, and a very modern marketing machine is pushing it.
Photographer: Patricia de Melo Monteira/Bloomberg
An unlikely dessert is on its way to becoming as ubiquitous as the croissant.
Not long ago an authentic pastel de nata—the diminutive egg-custard tart with a crispy crust—required a trip to Portugal. But now they’re popping up in supermarkets, coffee shops and bakeries from Manhattan to Singapore. The pastry even earned its own episode on the Great British Bake Off, the global hit that conquered the world with bunting and scones.