French frozen bakery manufacturer Bridor has extended its ARTY range into a fully proofed, frozen ready-to-bake format, making the distinctive pastries accessible to operators who lack specialist proofing equipment.

Previously available only in raw dough, the ARTY range now requires just two steps: defrost for 30 to 45 minutes at room temperature, then bake for 15 to 18 minutes in a fan oven at 165 to 170°C. The fully proofed format eliminates the need for a retarder prover, which had previously limited the range to sites with dedicated bakery infrastructure.

The launch covers two products. The ARTY Croissant (80g) uses a specialised dough-cutting and slow-laminating technique to achieve a pyramid silhouette with sharp edges, a crisp exterior and an airy crumb with caramel notes from the butter. The ARTY Pain au Chocolat (90g) takes a straight, upright shape and is formulated with at least 20% more chocolate than Bridor’s standard Éclat du Terroir pain au chocolat.

Both are part of Bridor’s Éclat du Terroir collection, which marks its 20th anniversary this year.

Consumer research commissioned by Bridor among 1,000 regular pastry consumers in the UK found that respondents rated ARTY’s design as 59% more appealing, 69% more modern and 58% higher in perceived quality than standard traditional pastry options.

Separately, 84% said establishments offering this style of pastry are perceived as more refined. A wider European survey found that 70% of consumers are more drawn to pastries featuring premium toppings or decorative finishes.

Erwan Inizan, Northern Europe Sales Director at Bridor, said: “ARTY has earned a strong following in high end hotels and bakeries because it combines classic French pastry making with a striking, contemporary look.

Until now, however, the range has required a certain level of bakery expertise and equipment. By introducing a fully proofed, ready to bake format, we are opening ARTY up to operators who want outstanding visual impact but with a very simple and reliable baking process.”

Both products are priced at 48p per unit at trade and are available in boxes of 50 pieces.