Do you know the warm, delicious and delicate vanilla aroma of pudding-filled bakery pastries? Then you also know Pudinga, the revolutionary crème powder by Crespel & Deiters. Because this is what ensures the creamy texture and the filling’s delicate vanilla flavour. The Ibbenbühren-based starch specialist already invented it in 1914. Yet, the instant powder only becomes really successful in the nineteen-fifties, when desserts, butter-cream cakes & co. once again find their way back into German dining rooms.
As creamy as on the first day
Pudinga – the word alone already melts on the tongue like sweet cream. By the way, the name has an Indo-European origin and essentially means “dessert”. And to ensure that this tastes as it should, Pudinga has played an important role ever since the beginning of the 20th century, right up to this very day. Under the name of “Pudinga”, Crespel & Deiters registers its crème powder with the delicate vanilla aroma on the basis of maize powder as a registered trademark at the Imperial Patent Office in 1914.
With this new own brand, the company opens up new, future-oriented business fields that, following the times of need at the start of the 1st World War, are to become an essential mainstay of corporate development. The baker’s guild quickly discovers the ingenious powder, by means of which the cream for cakes and pastries becomes creamier and can be beaten more easily. And housewives in German kitchens also use Pudinga to make their milk soups or desserts creamier and ensure a well-rounded flavour. Business is running well. From Ibbenbüren, Crespel & Deiters supplies bakeries and businesses throughout Germany. However, after the 2nd World War and as of 1950 at the beginning of the “fat” years, the production of Pudinga experiences a truly rapid boom. Pudinga is now used in almost every German household. And in bakeries, the crème powder helps ensure the rapid satisfaction of the high demand for cakes and pastries.
Plenty of strategy and even more vanilla
In 1960, a food law reform results in a slump in Pudinga sales. This is because new regulations regarding the declaration obligation of synthetic colours also have an effect on its composition. Crespel & Deiters reacts immediately and circumspectly with the development of a new declaration-free recipe by using the purely vegetable colouring agent “Vanillegelb veget.” The new natural quality, with a more intensive vanilla aroma is quickly accepted by the market. As of the middle of the nineteen-sixties, competition in the field of instant powders continues to grow. Crespel & Deiters responds to this with product diversification. In this regard, “Pudinga Blitz”, a crème powder that can be whipped without requiring heating, is launched in 1972.
Basis for the baker’s trade for more than 100 years
In 1914 hardly anyone could have anticipated that Pudinga would one day become immortal. Because, to this very day, it is a part of the basic inventory of every good bakery. Regardless of whether vanilla Danish pastries, sweet pastry or baked goods filled with pudding: With its reliability, its unique flavour and outstanding texture, Pudinga has provided the basis for artisan tradition and creativity in the bakery trade for more than 100 years. Today Pudinga is produced by the food specialist Loryma, a company belonging to the Crespel & Deiters Group.