If you’ve got a sweet tooth and a soft spot for old-school charm, this bakery is going to be your new favorite stop.
We’re talking flaky strudel, cinnamon rolls, cookies with bright pink frosting, and the kind of homemade bread that smells like it came straight out of grandma’s oven.
But here’s the wild part, it’s been baking nonstop for over 150 years.
Yep, this little shop started back in 1868, and it’s still cranking out pastries the old-fashioned way, one tray at a time.
Tucked away in a small Texas town, this spot has become a local legend and people drive from all over to get their hands on a slice of strudel or a warm kolache.
Where Is It?
Naegelin’s German Bakery is located right in the heart of downtown New Braunfels, Texas, at 129 S. Seguin Avenue.
You’ll find it just off I-35, a little over an hour northeast of San Antonio and roughly 50 minutes south of Austin so it’s an easy stop if you’re cruising between the two.
If you’re coming from Houston, plan for a 2.5-hour drive west, or about 3.5 hours if you’re heading in from Dallas/Fort Worth.
About
Naegelin’s Bakery has been baking up fresh pastries since 1868, making it the oldest continuously operating bakery in the state.
Yep, that’s over 150 years of buttery, flaky, icing-drizzled tradition.
It was founded by Edouard Naegelin Sr., a German immigrant from Alsa-Lorraine, who came to New Braunfels with a sack of flour and a whole lot of baking know-how.
Fast forward a century and a half, and Naegelin’s is still going strong, serving up old-school German treats made from recipes that have remained largely the same since its founding.
You’ll spot the bakery in the middle of downtown New Braunfels, at 129 S. Seguin Ave.
Once you step inside, it smells like heaven: cinnamon, sugar, fresh bread, and nostalgia.
The cases are packed full of colorful pastries, breads, cookies, and pies, all stacked high and constantly being restocked by bakers in the back who are basically pastry wizards.
So, what should you try? Let’s start with the apple strudel—a golden, flaky slab stuffed with warm apples, cinnamon, and just enough sweetness to make your eyes roll back.
It’s their signature item for a reason.
The sugar cookies are a local legend too. They’re thick, soft, and frosted with bright pink icing.
People drive hours for these.
You’ll also find bear claws, cheese danishes, cinnamon rolls, and a whole wall of fresh kolaches—both the traditional fruit-filled kind and the popular sausage-and-cheese varieties.
They’ve even got fresh loaves of German rye, pretzel buns, and other sweet or savory breads if you’re looking for something less sweet.
And if you’re the type who loves a good seasonal special, check their rotating holiday goodies like gingerbread and other festive treats around Christmas.
Naegelin’s isn’t fancy, there’s no Instagrammable neon sign or sleek minimalist décor.
But that’s the charm. It’s a bakery that feels like it hasn’t changed in decades because it really hasn’t.
You come here for the history, for the homemade pastries, and for that unbeatable small-town, straight-outta-the-1800s vibe.
Know Before You Go
If you want first pick of the pastries (and trust me, you do), get to Naegelin’s early in the day.
They open at 6:30 AM Monday through Saturday (and 8 AM on Sunday).
By mid‑morning, some of the most popular items, especially the strudel and cookies with pink frosting, can sell out quickly.
They close at 5:30 PM on weekdays, 5:00 PM on Saturdays, and at 2:00 PM on Sundays, so plan ahead.
Prices here are super reasonable.
You can grab a dozen iced molasses cookies for around $9.95 and a whole apple strudel is priced for $40.00.
It’s easy to pick up a few treats without much hassle, though a full box of goodies will likely cost more than $20.
Naegelin’s is located at 129 S. Seguin Ave, and if you’re coming in from I-35, it’s just a quick detour into the heart of downtown New Braunfels.
There’s usually free street parking nearby, but it can get a little crowded on weekends, so give yourself extra time to snag a spot.
And don’t just grab your box of baked goods and run—there’s plenty to explore while you’re in town.
Schlitterbahn Waterpark is just a few minutes away if you’re here during the summer and feeling brave enough for a lazy river after a dozen danishes.
Or take a stroll along the Comal River and watch tubers float by.
The Sophienburg Museum is around the corner if you want to dig into the German-Texan roots of the area (which pairs nicely with the whole “eating strudel at a 150-year-old bakery” vibe).
You’re also right next to the New Braunfels Farmers Market if you come on a Saturday morning—it’s open from 9 AM to 1 PM and packed with local produce, crafts, and food trucks.
Oh, and if you’re visiting in late November, keep an eye out for Wurstfest the town’s annual 10-day salute to sausage and German culture.
It’s basically Oktoberfest, Texas-style, and Naegelin’s is a must stop while you’re in the area.
Bottom line: come hungry, come early, and don’t leave without trying the strudel. You’ll thank yourself later.
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