ATEL - New frozen bakery brand

Aim

We are trying to raise funds to bring our first packaging and production run into reality.

ATEL started with a simple frustration: why is it so hard to get a genuinely great croissant at home?

We love the ritual of a proper bakery breakfast, but most frozen pastries we tried were disappointing — too small, too crisp, too dry, and nowhere near the experience of something freshly baked.

So we created ATEL.

ATEL is a premium bake-from-frozen pastry brand designed to bring bakery-quality croissants, pain au chocolat and other pastries into people’s homes. Our products are made to go straight from the freezer to the oven, so you can have warm, flaky pastries whenever you want them — without proofing, planning or a trip to the bakery.

The name ATEL comes from “atelier”: a workshop or studio where something is crafted with care. That idea sits at the heart of the brand. We want to make frozen pastry feel considered, premium and exciting, not like an afterthought in the supermarket freezer aisle.

We’re starting with a small core range including all-butter croissants, pain au chocolat, almond croissants and cinnamon buns, with a wider ambition to build ATEL into the premium at-home bakery brand.

We’re now raising £15,000 to help us move from concept to first production.

The money will go towards our first commercial batch, packaging, frozen storage and fulfilment, product testing, photography and launch marketing. It will also allow us to start getting ATEL into the hands of real customers and prove demand before we scale further.

Our plan is to launch direct-to-consumer first, build a loyal customer base, use tastings, pop-ups and sampling to get people trying the product, and then expand into premium retailers, farm shops, delis and eventually larger grocery partners.

We believe there is a real gap between cheap, generic frozen pastry and expensive fresh bakery products.

ATEL is designed to sit in that space.

Bakery-quality pastry, ready when you are.

Bakery, on your terms.

Funding method

Keep what you raise – this project will receive all pledges made by 13th November 2026 at 10:28am