On May 19, 2025, Minuto Bauli was officially unveiled — the new concept by the renowned Italian brand Bauli, making its debut in the United States with a first flagship location in Union Square, Manhattan, at 866 Broadway. This launch marks a significant milestone for one of Italy’s most iconic companies in the confectionery sector.
Born from an idea that blends tradition and innovation, Minuto Bauli brings a slice of Verona to New York — the city where it all began in 1922, when Ruggero Bauli opened a small artisanal pastry shop. Today, the brand is ready to bake fresh, made-to-order pastries every day, using the family’s historic sourdough starter, lovingly named Futura.
“Minuto Bauli is built around a symbolic element of family and identity: the Lievito Madre. It’s the very same sourdough my grandfather started working with a hundred years ago, and since then, we’ve used it daily like it was our DNA,” explains Enrico Bauli, President of Minuto Bauli and Vice President of Bauli S.p.A.
The concept is simple but effective: each Minuto is a brioche naturally leavened for 12 hours, baked in 20 minutes, and filled on the spot. The base is a dough made in Italy with just a few, high-quality ingredients — flour, water, sugar, butter, eggs, milk, and Futura — and finished right before the customers’ eyes in the “Minuto Lab” proofing ovens in New York.
“New York is, in some ways, the most obvious place to come — but that’s exactly why we had to start here. Not just to bring an Italian product abroad, but also to learn how to root it within the cultural and culinary fabric of the U.S., without diluting its identity.”
The variety of flavors and toppings — custard, pistachio, hazelnut, dark chocolate, apricot jam, berries, or vanilla gelato — offers a chance to experience the perfect balance between tradition and innovation.
“Our goal is to convey the essence of the Italian experience. That’s why Minuto Bauli also features a café corner, which, in addition to classic Italian coffee options, offers special drinks inspired by traditional flavors. That’s the moment where you typically enjoy a product whose ingredients feel like home — just like at your grandparents’ house.”
Even the store’s interior design, entirely imported from Italy, evokes the iconic style of artisanal cafés.
“Minuto Bauli is the perfect example of how we interpret innovation: it’s deeply rooted in our family heritage, in passion and craftsmanship — while looking forward with ambition, not just as a retail store but as an experience,” concludes Enrico Bauli.
The New York launch is just the beginning of a broader expansion: the five-year plan includes openings in Washington D.C., Boston, and Miami. To celebrate the U.S. debut, the official public opening is set for May 21, 2025. The first customers will receive a complimentary Minuto, because, as the slogan goes, “It only takes a Minuto to make your day better.” A reminder of how important it is to take a moment — or rather, a Minuto — to enjoy a well-made pastry. With love. Just like the old days.
