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11 November 2023
Vienna Insight: Café and pastry shop Aida expands into supermarkets and plans retail offerings beyond Austria
Today the carnival season begins in Austria. Just in time for the traditionally 'sweet' season, Viennese café and pastry shop Aida released the news of expanding its offerings to supermarkets. Owned by the fourth generation of the Prousek family, Dominik Prousek, Aida products, including curd cheese pancakes, apple strudel, and various pastries, are now available in selected REWE branches such as Billa, Billa Plus, and Billa Corso - also in regions without Aida branches. With a 110-year tradition, the company has been using shock freezing since 1953 to preserve product quality. Shock freezing is a process that allows products to freeze far below freezing point in a very short time. This is the only way of natural preservation without artificial additives. The move into retail aims to make Aida's hand-made confectionery easily accessible while maintaining the brand's commitment to quality. Discussions are underway to initiate the rollout in retail across the borders of Austria.
Image: The picture shows the Prousek family, owners of Aida; from left to right: Michael and Sonja Prousek, 3rd generation of the company; Dominik Prousek, 4th generation. Photo: © David Visnjic / Aida.
The founder of the company, Josef Prousek, sold his handmade cakes for the first time in 1913. To this day, tarts, cakes, strudels and much more are made by hand at Aida every day and are offered for sale in more than 30 locations in Vienna, Graz, Innsbruck and at Vienna Airport. Now the fourth generation of the company's owner family, Dominik Prousek, is taking another important step in the company's history: The products are being offered in retail for the first time.
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