Ascaso Bakery

What Ascaso Bakery does

Ascaso Bakery (Pastelería Ascaso) is a fifth-generation, family-owned artisan pastry, chocolate, and turrón (nougat) producer headquartered in Huesca, Spain, operating continuously since 1890. The company runs four retail locations — two in Huesca, one in Zaragoza, and one in Madrid — alongside a direct-to-consumer e-commerce channel built on PrestaShop. Its production is consolidated in a 1,680 sqm facility at the Plhus logistics platform, which supports year-round pastry and chocolate lines as well as approximately 11 tonnes of seasonal turrón output concentrated in the Christmas window. The firm holds C'Alial quality certification and operates a dedicated gluten-free workshop, and was awarded a Solete Repsol (2024) and Premio Empresa Familiar (2026).

The core product set is anchored by the Pastel Ruso, produced since 1974 under a closely held family recipe, and was extended in 2024 with new macaron variants (Yogurt-Cheese, Pistachio) and a revived Chocolate de Aragón based on an 1857 in-house recipe. Featured products price in the €17–€27 band. The customer base spans local walk-in retail, online DTC buyers, specialty segments such as celiac associations served by the gluten-free workshop, B2B corporate-gifting and media tie-ins (Telva "Pastel Telva," 2024), and tourism distribution via Megalockers in Zaragoza (2024). Master pastry chef José Antonio García Álvarez leads craft production. The business is privately held with no disclosed external investors, PE sponsor, or parent entity.

Name

Ascaso Bakery

Legal name

Pastelería Ascaso S.L.

Website

https://pasteleriaascaso.com

Company type

Private

Founded year

1890

Operating status

Operating

Headcount range

1–10 employees

Short description

Ascaso Bakery is a fifth-generation, family-owned Spanish artisan pastry, chocolate, and turrón producer founded in 1890 in Huesca, operating four retail stores, a PrestaShop e-commerce channel, and a 1,680 sqm Plhus production facility serving retail, B2B gifting, and tourism customers.

Ownership category

akta.pro rank

Product category

Artisanal Confectionery

NAICS

Bakeries and Tortilla Manufacturing (3118), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Cookie and Cracker Manufacturing (311821)

SIC

Bakery Products (2050), Cookies & Crackers (2052)

akta.pro primary industry

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

akta.pro secondary industry

Patisseries & Dessert Boutiques (CRAHAGAB)

Keywords

• Artisanal confectionery
• Premium pastries
• Handcrafted chocolates
• Artisan nougat
• Gluten-free bakery

Headquarters

HQ city

Huesca

HQ country

Spain

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Store Sales: Direct sales through 4 physical pastry shop locations in Huesca, Zaragoza, and Madrid. Products include pastries, chocolates, seasonal specialties, and custom orders.
2. E-commerce Online Sales: Online sales through pasteleriaascaso.com with delivery across Spain (peninsula in 24-48 hours). Free shipping for orders over €150.
3. Custom/Bespoke Orders: Custom orders accepted for special occasions (weddings, communions, baptisms, corporate events) through the 'Por encargo' service.
4. Seasonal Products: Seasonal specialties including panettone (11 tonnes produced annually for Christmas), turrón (eleven varieties), roscón de Reyes, and San Juan cocas drive significant seasonal revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Pastelería Ascaso manufactures and sells artisanal premium pastries, chocolates, and nougat from its workshop in Huesca, Spain. The company produces its flagship Pastel Ruso (recipe kept secret since 1974), specialty chocolates (Lamines, Tops, Coso Galán), Italian-style panettone, artisanal turrón, and seasonal specialties, including a dedicated gluten-free product line made in a separate celiac-safe facility. Products are sold through four own retail stores, a factory outlet, and a nationwide e-commerce store.

Product overview

Pastelería Ascaso is an artisanal bakery founded 130 years ago in Huesca, Spain, specializing in high-end pastries and chocolates. The company operates a single unified product portfolio centered on handcrafted sweets produced in their workshop. Core offerings include the iconic Pastel Ruso (their flagship product since 1974 with a secret recipe), specialty chocolates (Lamines, Tops, Coso Galán), Italian panettone (made with 60+ year old natural yeast), artisanal nougat (11 tons annually for Christmas), and seasonal specialties. A dedicated gluten-free production line operates from a separate facility, offering celiac-safe versions of key products. The company has four physical stores (Huesca, Zaragoza, Madrid) and a direct online store, with distribution across mainland Spain via Seur and GLS carriers.

Differentiator

Problem solved

Functional benefit

Brands

• Alta Pastelería y Chocolatería: Premium pastry and chocolate collection
• Turronería Artesana
• Panettone

Products and services

• Pastel Ruso Flagship pastry specialty of Ascaso, introduced in 1974 with a recipe kept confidential for 50 years. Contains hazelnut, almond, egg white, praline foam, and a proprietary 'secret touch.' Gluten-free, contains no preservatives, and can be refrigerated for extended periods. Unit price €18.20.
• Corona Catalina de Aragón Marzipan confection with rose water containing tender saffron-infused egg yolk and pear-ginger compote. Awarded the C'Alial de Calidad Alimentaria certification. Unit price €26.80.
• Lamines Chocolate Box Box of chocolates featuring six flavors characteristic of the Aragonese land: basil from Huesca, rosemary honey from La Hoya de Huesca, peach from Calanda, forest fruits from the Pyrenees, Aragonese almond, and thyme. Unit price €23.90.
• Tops (Mini Tops) Chocolate Box Classic assortment of 36 chocolates combining fine chocolate with six traditional flavors: egg yolk, pistachio, Valencia orange, coconut, bourbon vanilla, and coffee. Unit price €23.90.
• Coso Galán Chocolate Box Chocolate bonbons uniting tradition and innovation through six flavors: blood orange and Cointreau, green tea and Tahitian bourbon vanilla, passion fruit and pink pepper from Madagascar, raspberry and red fruits infusion, chestnut and caramel, lemon and fresh mint. Unit price €23.90.
• Panettone (Italian-style) Italian-style panettone made with a 60+ year old natural yeast starter (masa madre); light, juicy, and highly digestible. Available in traditional, chocolate-orange, passion fruit-lemon, and strawberry varieties. Prices range from €17.30 to €21.70.
• Artisanal Turrón (Nougat) Artisanal nougat produced in 11-tonne annual volume for Christmas. Includes traditional varieties (Jijona, Alicante) and innovative creations (Praliné de Almendras, Vienés, Ponche Ascaso, Chocolate with orange and lemon, and various truffles) made with Valrhona chocolate. Twelve varieties including four 'al corte' and five truffle variants.
• Natural Artisan Macarons Natural artisan macarons in six flavors: coffee, vanilla, chocolate, strawberry, yogurt-cheese, and pistachio. Made with 100% natural ingredients.
• Chocolate de Aragón Heritage hot chocolate drink recreated from an 1857 recipe book discovered in historical archives, reviving traditional Aragón chocolate formulation.
• Citrus Cake Refreshing cake featuring citrus and fruity notes with chocolate sponge cake and subtle acidic notes of orange and lemon. Served frozen. One of the products in the dedicated gluten-free range.
• Yemas de Antonio Traditional egg yolk confection made in the dedicated gluten-free workshop. One of the celiac-safe products in the Ascaso range.
• Amandín (Amandine) Almond-based pastry, one of the gluten-free products available from Ascaso.
• Buenos Días Light sponge cake, one of the gluten-free products in the Ascaso range.
• Chocolate Innovations (Dulcey, Tonka, Crujen) Innovative chocolate varieties: Dulcey made with exceptional blonde chocolate, Tonka featuring distinctive ingredient combinations with blonde chocolate coating, and Crujen with Biskelia coating. Originally created for Christmas but became year-round favorites.
• Custom / Bespoke Orders (Por encargo) Custom and bespoke pastry orders for special occasions including weddings, communions, baptisms, and corporate events, with complete personalization service for family celebrations.
• Gluten-Free Product Range Complete line of gluten-free products made in a dedicated facility without gluten handling, including Pastel Ruso, Citrus, Yemas de Antonio, Amandín, Buenos Días, ice creams, macarons, Castañas del Pirineo, and Corona Catalina de Aragón. Subject to rigorous laboratory analysis and proper packaging; validated by Asociación Celíaca Aragonesa.

Quantifiable outcome

• Products can travel nationally and internationally without preservatives due to unique formulation characteristics

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• MegalockersminorStrategic or Co-development Partner · 11 March 2024Collaboration with Megalockers, a smart luggage storage service for tourists in Zaragoza. Located at calle Manifestación 24, the service allows tourists to store luggage while exploring the city, with mutual promotional benefits for Ascaso pastries. Ascaso provides promotional presence and potentially attracts tourists to nearby Zaragoza store.
• Telva MagazineminorGTM or Marketing PartnerCollaboration with Telva magazine for custom dessert creation at 'España está de moda' event, including the 'Pastel Telva' and a 3D chocolate sculpture. Company has collaborated with Telva for multiple events (60th and 61st anniversaries).
• La Ruta del Dulce de HuescaminorGTM or Marketing PartnerActive participant in La Ruta del Dulce de Huesca initiative, a joint promotion by DPH, Huesca City Council, Hospitality Association and Pastry Guild, promoting Huesca's sweet gastronomy at events like Madrid Fusión and FITUR under the 'Huesca La Magia dulce' brand.
• Sala Familiar Ronald McDonald del Hospital InfantilminorOthersAscaso donates part of its Día del Pilar profits to support the Ronald McDonald Family Room at the Children's Hospital, demonstrating corporate social responsibility commitments.
• Asociación Celíaca AragonesaminorStrategic or Co-development PartnerThe Aragoneses Celiac Association has visited the Ascaso workshop to verify gluten-free production processes, validating the company's commitment to celiac consumers.
• Gobierno de AragóncoreOthersGovernment body that provides C'Alial de Calidad Alimentaria certification and supports regional food producers through programs like Aragón Alimentos. Multiple governmental recognition programs benefit the company's market positioning.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Hofmann: Barcelona-based pastry school and artisan pastry brand producing premium cakes, chocolates and seasonal specialties. Comparable in artisanal pastry expertise, premium positioning and focus on craft-driven Spanish confectionery innovation.
• Valor Chocolates: Spanish family-owned chocolate manufacturer founded in 1881, specializing in artisan chocolates and turrón with national retail distribution. Highly comparable in product mix (chocolate bonbons, turrón, premium positioning) and heritage-driven Spanish artisanal brand identity.
• Lacasa: Spanish artisan chocolate and turrón manufacturer with multi-generational heritage, producing traditional and innovative nougats and chocolates for national distribution. Most directly comparable peer given overlapping product categories (artisan chocolates, turrón, premium positioning) and similar Spanish family-business heritage.
• El Almendro: Spanish turrón and confectionery brand with national distribution, recognized as a reference point for Spanish Christmas nougat. Directly comparable in turrón product line and seasonal (Christmas) revenue concentration, though operating at significantly larger scale.
• Oriol Balaguer: Spanish master pastry chef with retail boutiques and an artisan pastry brand focused on premium chocolates, pastries and seasonal specialties. Comparable in craft-driven premium positioning, custom/celebration offerings and chef-led innovation model.

Others

• Valrhona: Premium French chocolate supplier (used by Ascaso in its turrones) that also produces finished confections for pastry professionals. Comparable as an adjacent ecosystem participant — Ascaso is a customer of Valrhona, and both occupy the high-end artisan confectionery space.

Broad incumbents

• Pierre Hermé Paris: Globally recognized French luxury pastry brand specializing in macarons, chocolates and pastries with boutiques in multiple countries. Comparable in premium pastry/chocolate positioning and artisan chef-led innovation, but operates internationally at significantly higher brand recognition.
• Lindt: Global premium chocolate manufacturer with a broad portfolio of chocolate bars, truffles and seasonal specialties sold through mass retail. Comparable in chocolate and premium gifting categories but operates as a much larger multi-category incumbent rather than a craft specialist.
• Suchard (Mondelēz International): Mass-market chocolate brand under Mondelēz, historically rooted in European artisan tradition and now operating as a global confectionery incumbent. Comparable in chocolate and nougat categories but distributed at industrial scale rather than artisanal craft.
• Ladurée: French luxury patisserie renowned for macarons, with boutiques and distribution across global luxury markets. Comparable in macaron and premium pastry categories, and represents a benchmark for what scale Ascaso could pursue if it expanded internationally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/pasteleriascaso
• Facebookfacebook.com/pasteleriaascaso
• Instagraminstagram.com/pasteleriaascaso
• Pinterestes.pinterest.com/pasteleriascaso
• LinkedInlinkedin.com/company/pasteleria-ascaso-sl

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Ascaso Bakery