Bridor has expanded its signature ARTY range into a fully proofed, frozen ready‑to‑bake format, enabling operators from luxury hotels to boutique coffee shops to offer high‑impact, premium Viennoiserie without the need for specialist equipment.
In a competitive market where visual appeal and guest experience directly drive commercial success, Viennoiserie has become a powerful tool for menu differentiation. Today’s consumer is no longer just looking for a tasty product but an attractive offering with carefully crafted shapes that catch the eye at first glance in the display case.
The launch is backed by new research conducted by Bridor among 1,000 regular pastry consumers in the UK, which highlights the strong commercial potential of visually striking Viennoiserie. The research found that UK consumers consider ARTY’s design to be 59% more appealing, 69% more modern, and 58% higher in quality1 than standard traditional pastry options.
Furthermore, 84% of UK respondents2 indicated that establishments that offer this style of pastry are perceived as more refined and upmarket.
The innovation allows operators across all foodservice channels to trade up their bakery offer, supporting premium price points while keeping production simple and consistent.
Part of Bridor’s prestigious Éclat du Terroir collection, which celebrates its 20th anniversary this year, the ARTY range bridges classic French pastry heritage with modern architectural geometry. Previously available only in raw dough, the range has been reinvented to adapt to the needs of modern foodservice environments through two flagship products:
The ARTY Croissant (80g): Defined by a distinctive pyramid shape with sharp, clean lines. A specialised dough-cutting and slow-laminating technique allows the delicate puff pastry layers to expand during baking, creating a crisp exterior, airy crumb, and a rich butter profile with caramel notes.
The ARTY Pain au Chocolat (90g): Features a bold, plump, straight silhouette for maximum visual impact. Formulated with at least 20% more chocolate than Bridor’s standard Éclat du Terroir pain au chocolat, it delivers a generous cocoa hit balanced with crisp, buttery pastry.
The launch also aligns with the UK's thriving café and brunch culture, where topped and customised pastries continue to drive revenue. According to Bridor’s broader European consumer research, 70% of consumers are significantly more attracted to pastries featuring premium toppings or decorative finishes.3
