New Bakery

What New Bakery does

New Bakery d.o.o. is a Croatian private limited company headquartered in Donji Stupnik that manufactures hand-cut and hand-crafted baklava and Mediterranean pastry products, claiming to be the largest baklava producer in Europe with annual output of approximately 1,000 tons and 25 million pieces. The company operates four branded product lines — Aladdin (premium hand-crafted baklava in Classic, Petite, Elegant, and Grand series), Nubake (contemporary Mediterranean sweets including walnut, pistachio, cocoa hazelnut variants and a Filo Brownie), Filo Snaps (a proprietary, trademarked line of crispy filo-based sweet and savory baked snacks), and Layla (retail-channel traditional baklava). Its underlying production combines traditional Mediterranean artisanal methods — fine filo pastry sheets layered with assorted nuts, butter, and light syrup — with modern food safety infrastructure, holding BRC Grade AA+ (the highest achievable), IFS Highest Grade, SedEx, Halal, and Kosher certifications simultaneously.

The business operates a hybrid B2B/private label and branded model. The primary revenue stream is private label manufacturing for Grade A retailers worldwide, with offerings spanning snack-size packs to club-store formats; the secondary stream is own-brand product sales under Aladdin, Nubake, Filo Snaps, and Layla distributed through retail channels in the UK, USA, South Africa, Australia, and Croatia (with confirmed shelf placement at Kaufland Croatia since early 2022). Go-to-market is enterprise field sales supported by regular exhibition at the four major international food trade fairs (PLMA Amsterdam, SIAL Paris, ANUGA, SIAL Middle East), enabling direct engagement with retailer procurement teams. Pricing is bilateral and not publicly disclosed, consistent with negotiated B2B contracts.

The company has 51-100 employees, is privately held with no disclosed institutional investors or funding rounds, and is led by co-founder Constantine Azar. Its expansion has been operationally funded — most visibly through a 2021 relocation to a larger Donji Stupnik factory after seven years at the previous site — and is reinforced by a continuous product cadence (Filo Snaps launched 2019, nut-based variants 2024, savory variants 2025) and the 2026 PLMA Best New Snack Product award for Filo Snaps.

Name

New Bakery

Legal name

New Bakery d.o.o.

Website

https://new-bakery.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Croatia-based manufacturer of hand-crafted baklava and Mediterranean pastries, producing approximately 25 million pieces annually. Serves global Grade A retailers through private label agreements and sells own brands (Aladdin, Nubake, Filo Snaps, Layla) across the UK, USA, South Africa, and Australia.

Ownership category

akta.pro rank

Product category

Baklava and Mediterranean Pastry Manufacturing

NAICS

Commercial Bakeries (311812), Bakeries and Tortilla Manufacturing (3118)

SIC

Bakery Products (2050), Sugar & Confectionery Products (2060)

akta.pro primary industry

Specialty Bakery Manufacturing (Gluten-Free, Artisan, Health-Focused) (AFAKAAAG)

akta.pro secondary industry

Confectionery Manufacturing (Chocolate, Candy, Gum) (AFAKAAAD)

Keywords

• Baklava manufacturing
• Private label bakery
• Mediterranean pastries
• Filo baked snacks
• Food contract manufacturing

Headquarters

HQ city

Stupnik

HQ country

Croatia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Private Label Manufacturing: The company manufactures baklava products under private label arrangements with Grade A retailers worldwide. Products are sold to retailers who rebrand under their own labels for end consumers.
2. Own Brand Product Sales: Sale of proprietary branded products including Aladdin, Nubake, and Filo Snaps through retail distribution channels globally.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

New Bakery d.o.o. manufactures and sells hand-cut, hand-crafted baklava and Mediterranean pastry products from its production facility in Donji Stupnik, Croatia. The company supplies baklava products under multiple proprietary brands (Aladdin, NUBake, Filo Snaps, Layla) and provides private label manufacturing services for Grade A retailers worldwide. Its offerings range from snack-size packages to large club-store formats, with the Filo Snaps line representing an innovative patented product concept in sweet and savory varieties.

Product overview

New Bakery is Europe's largest baklava manufacturer producing hand-cut and hand-crafted baklava pieces with over 50 recipes. The company operates multiple branded product lines: Aladdin (premium hand-crafted Mediterranean sweets in Classic, Petite, Elegant, and Grand series), NUBake (contemporary Mediterranean desserts including Walnut, Pistachio, and Cocoa Hazelnut baklava plus Filo Brownie), Filo Snaps (pioneering crispy filo baked snacks in multiple sweet and savory flavors), and Layla (traditional baklava for retail distribution). The company produces approximately 1000 tons and 25 million pieces of baklava annually, with global distribution through retailers like Kaufland.

Differentiator

Problem solved

Functional benefit

Brands

• Aladdin: Premium line of Mediterranean sweets and baklava featuring hand-made assortment with finest nuts, including Classic Series, Petite Series, Elegant Series, and Grand Series
• Nubake
• Filo Snaps
• Layla

Products and services

• Aladdin Premium hand-crafted line of Mediterranean sweets and baklava featuring hand-cut baklava made with the finest filo pastry filled with select nuts, gently buttered and baked to perfection. Offered in Classic Series, Petite Series, Elegant Series, Grand Series, and Snack Pack formats for retail and private label customers.
• NUBake Contemporary line of Mediterranean sweets and desserts featuring baklava varieties including Walnut, Pistachio, and Cocoa Hazelnut fillings, made with fine filo leaves and coated with light syrup. Includes the Filo Brownie product. Targeted at modern retail consumers and private label partners.
• Filo Snaps Pioneering line of crispy sweet and savory filo baked treats layered with fresh filo sheets, oats, pumpkin and sunflower seeds, cinnamon, dried fruit, and honey topping. Available in multiple sweet flavors (Cranberry Oat, Apple, Apricot, Cocoa Hazelnut, Cocoa Pistachio, Almond Amaretto) and savory varieties (Sweet Chilli Cheese, Chive Cheese). A first-of-its-kind product with a registered trademark, positioned as a premium snack alternative to cakes and cookies.
• Layla Baklava Brand of traditional baklava products, including 500g Traditional Walnut Baklava, distributed through retail chains such as Kaufland Croatia.
• Private Label Baklava Manufacturing Contract manufacturing of baklava products for Grade A retailers worldwide under private label agreements. Products range from snack sizes to large club-store offerings and are produced in formats tailored to retailer specifications. Confirmed customers include Kaufland Croatia and other unnamed Grade A retailers in multiple continents.

Quantifiable outcome

• Europe's largest baklava manufacturer producing over 25 million pieces per year
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Pladis (UK biscuits & bakery): UK-headquartered global biscuits and confectionery manufacturer (McVitie's, Jacob's, Carr's). Comparable as a European private-label/own-brand biscuits and bakery producer serving Tier-1 retailers.
• Bahlsen: German premium biscuits/baked goods manufacturer with strong European retailer relationships and own-brand offerings. Comparable as a continental European premium bakery producer distributing through Tier-1 retailers.
• Eti Bakery & Confectionery: Major Turkish packaged bakery/confectionery producer (Crown, Etimek, etc.) operating similar B2B retailer channels across MENA, Europe and beyond. Broader incumbent with overlapping private-label competence.
• Lotus Bakeries: Belgian specialist in caramelised biscuits and natural snacking (Biscoff, Nakd). Comparable as an EU-headquartered premium bakery/snacking player with strong global retail distribution and branded growth via product line extensions.
• Mondelēz International: Global snacking giant with biscuits and chocolate portfolios. Relevant as the dominant private-label/own-brand partner serving the same Grade A retailers New Bakery targets, although much larger and not a baklava specialist.
• Ülker (Yıldız Holding): Turkey's largest packaged confectionery and bakery company, including biscuits, chocolate and traditional sweets. Broader portfolio incumbent with overlapping capabilities in Mediterranean-style baked goods at much larger scale.

Direct peers

• Karaköy Güllüoğlu: Iconic Istanbul-based baklava maker (est. 1806) competing in the same hand-crafted Turkish/Mediterranean baklava category that New Bakery serves. Most directly comparable artisan-at-scale baklava producer.
• Hacıoğlu Baklava: Gaziantep-origin Turkish baklava manufacturer with significant production capacity and international distribution. Directly comparable as a regional baklava specialist scaling into export markets.
• Köşkeroğlu Baklava: Long-established Gaziantep baklava producer with export-oriented operations and multiple SKUs. Comparable as an artisanal Turkish baklava manufacturer serving international retailers.

Emerging players

• Patisserie Ideale / Mediterranean sweets producers: Smaller boutique Mediterranean/pastry specialists (e.g., Greek and Lebanese baklava producers) that compete in the same specialty niche but lack New Bakery's scale, certifications and multi-continent retail reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/newbakerybaklava
• LinkedInlinkedin.com/company/new-bakery-d-o-o
• Instagraminstagram.com/newbakerybaklava

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Bakery