The Unlikely Rise of the Pastel de Nata, and Why It’s Suddenly Everywhere - Bloomberg

The centuries-old Portuguese treat has become a global brand, and a very modern marketing machine is pushing it.

But there’s also a more unlikely source of promotion: a tiny business called Nata Pura that sought to do for natas what Dunkin Donuts did for doughnuts. Started in 2013, the company has rapidly expanded, helped by a six-figure investment from Portugal Ventures, an investment firm backed by government agencies.

Founder Mabilio de Albuquerque took a page from international brands like McDonald’s and adapted the pastries to local tastes: matcha green tea and passion fruit for Japan; Brie, Camembert and blue cheese for Paris.

He knew his Portuguese friends would be furious...