In New Braunfels, the legendary Naegelin’s Bakery keeps hitting the sweet spot. Take a closer look—and learn a little Texas Hill Country history.
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Story by Jenny Jurica
If you’ve ever found yourself waking up in New Braunfels with a full day of water activities planned and the sensation of a rumbling tummy, you might be familiar with Naegelin’s Bakery.
Located in the historic downtown area, this 151-year-old culinary institution is a favorite breakfast and afternoon treat spot. During the summer months, it’s not uncommon to find a line stretched out the door, as visitors and locals alike line up to secure the famous strudels, sweet rolls, and cookies from the state’s oldest bakery.
Locally (and Lovingly) Owned and Operated for 151 Years
Naegelin’s got its start in New Braunfels in 1868, when Edouard Naegelin, Sr. (a German immigrant and Civil War veteran) arrived in town with one sack of flour and less than a dollar to his name. Edouard operated the New Braunfels bakery until his death in 1923, when his children took over the operation of the business.
The Granzins, another local family renowned for feeding the New Braunfels community, purchased Naegelin’s Bakery in the 1980s, keeping the historic name and location. The building that houses the bakery is a fixture on the main drag of downtown New Braunfels. It even features a drive-thru window, perfect for anyone still dripping wet and shoeless from tubing the nearby Comal River.
These days, Edouard Naegelin Sr.’s mark is still found all over the 8,000-square-foot bakery. The apple strudel, which is made daily using Edouard’s recipe, is a particular fan favorite, regularly selling out before noon on many days. Brides and grooms often head directly to Naegelin’s to begin planning their wedding cakes, as the historic bakery has been making cakes for weddings—not to mention birthdays, quinceañeras, and anniversaries—for decades.
Making a Mark in the Local Eateries
Bakery manager Frankie Alvarado explains that, even though the bakery has been in New Braunfels for well over a century, it wasn’t until recently that they’ve really made the push to get their products in local eateries.
“We’re really expanding in the area,” said Alvarado. “Naegelin’s is proud to supply hamburger buns for popular, local restaurants Muck & Fuss, The Downtowner, Freiheit Country Store, among others.”
At the same time Alvarado noted that the bakery’s wedding and specialized cakes remain a big part of the brand’s, well, bread and butter.
“We get local couples ordering cakes but we also do cakes for destination weddings, since New Braunfels has become such a popular place to get married. We even had the honor of baking the cake for Schlitterbahn Waterpark’s recent 40th anniversary celebration,” Alvarado added, noting that one of their latest and more popular additions to the treat-filled glass cases have been macarons. The French-style cookies are crafted in assorted pastel colors and flavors that are just as delicious as they are eye-catching.
While Naegelin’s Bakery has cornered the market in New Braunfels on baked goods, they’ve also begun trying their hands at inedible items, such as the new scented candles now available for purchase in the bakery. Each one evokes one of the more popular bakery items (such as Wedding Cake, Apple Strudel and Cranberry Scone), allowing visitors to take home a little piece of Naegelin’s to savor long after the last cake crumb is gone.
Looking Toward the Future While Honoring the Past
Alvarado is passionate about what the future holds for Naegelin’s. “We have some new breads coming out that we’re excited about—we think that people are really going to like them. And, as more and more people visit New Braunfels, we’re experimenting with decorative, seasonal cupcakes that the tourists really enjoy.”
One can’t help but imagine that Eduoard Naegelin, Sr. would be just as excited about the success of his bakery—as well as the impact in the community that Naegelin’s Bakery continues to have over 150 years after its inception.
To experience Naegelin’s Bakery for yourself, visit the shop in person at 129 S. Seguin Avenue in downtown New Braunfels. You can also visit their website at Naegelins.com to plan your next visit.
Jenny Jurica (Instagram) is a freelance writer and columnist who lives in the Texas Hill Country with her family (some of them have two legs, some have four).
