Naegelin's German Bakery

Definitely worth a stop! They have everything! Traditional baked goods, kolaches, cookies, German items that you would never find at a American bakery and also branded gift items. They have a lot of seating outside and are conveniently located near many restaurants. They also have a drive-through.

Brought my family over this morning to see this historic bakery and it did not disappoint. The workers were so nice and helpful. We ended up buying the vanilla and apricot macaroons. They were the best we have ever tasted! 👌 My only regret is that we didn't buy more.

Kolache’s were ok. Nice selection of baked goods. Shop was older but neat. Not very busy during the week. Would try again to get a variety of items. Tried the sausage kolache and cream cheese pastry. Nothing special about them. Calling card was oldest bakery in NB. Maybe I just missed their signature items.

Very fun place, the food seems mostly all the same pastry with slight variations. I got a cherry turnover and a pretzel stick. My wife got a chocolate eclair and a donut stick. All of it was very good but there were several items we weren’t interested in, a very fun experience all in all.

The historic bakery is situated in the middle of New Braunfels' downtown. It's been around for well over 100 years. The staff here is wonderful. They're very friendly, efficient, and helpful. If you're looking for something special, they can make it happen. The number of different pastries that are available is pretty amazing. It seemed like that had everything imaginable: Cakes, pie pies, cupcakes, cookies, donuts, turnovers, cinnamon rolls, bear claws, muffins, strudels...you get the picture. The cakes and the pies looked the most delicious. Unfortunately, I didn't have any of those. None of the pastries looked particularly good. I can't explain it but they just looked flat. They tasted that way too. Too dense for my liking, not flaky or fluffy. I was disappointed and surprised. The coffee was good. There are small picnic tables in front of the bakery and on the side of the building. It's very cozy. There was plenty of parking on the street and a smaller parking lot next to the bakery. There's also a drive-thru where you can pick up your orders on the run. I'm glad I visited saw this historic bakery. I don't think I'll be back for pastries again. I would like to try one of the cakes, pie, or macaroons if I ever come back.

Naegelin's German Bakery is a true gem in Texas, offering a delightful array of baked goodies that will make your taste buds dance with joy. From their mouthwatering strudels and bear claws to their heavenly cookies, breads, and cakes, every bite is a flavorful journey worth savoring. As the oldest bakery in Texas, Naegelin's has stood the test of time, and it's no surprise why - their commitment to quality and tradition shines through in every delectable treat they offer. After all these years, no one has managed to surpass them as the best bakery in Texas, and it's easy to see why. If you haven't experienced the magic of Naegelin's yet, you're truly missing out on a legendary culinary experience.

This place has gone down hill. I’ve been visiting since I was a little kid. The food doesn’t taste as good. Today we were supposed to pick up a catering order at 8am. We showed up at 8:15 and they said they didn’t have them and we could come back in 30-40 minutes. We placed the order a few weeks ago so there’s no reason it should’ve been an hour late. They could’ve at least called but no call ahead of time and the manager wouldn’t even come out to tell us his/herself. The employee had to keep going back and forth. Very disappointing

Dear Naegelin's, I visited your store around 10:40 AM on Wednesday, October 8, 2025, to purchase my usual fresh flour tortillas. I noticed two packages on the shelf and politely asked an employee if I could get a fresh package, as I always do. The employee informed me that the tortillas on the shelf were available, but when I repeated my request for a fresh package, she again pointed to the shelf. Feeling dismissed, I decided to take one package, paid for it, and then returned it, asking that it be placed back on the shelf. Regrettably, I won’t be returning and will instead buy tortillas from Arlan’s, which I also find delicious. While I’ve always enjoyed Naegelin’s tortillas, the employee’s attitude made the experience uncomfortable. Thank you for the quality product, but I was disappointed by the service. Sincerely, David Sias

I have been buying and ordering/shipping gingerbread from Naegelins for years! They have THE BEST gingerbread I have ever had! It is the only place you should ever get your gingerbread from. Don't even bother making it yourself. Just get it from here. It is so soft and delicious. I don't even know how they make it so perfect! All their pastries and bread are perfection! Always stop here when visiting New Braunfels! Order your holiday stuff early, there is a long line!!

This is our second time to visit the cute Naegelin's Bakery. In historic downtown New Braunfels with its own parking lot which is super convenient. We love to buy the tradition Springerle cookies because we never see them for sale anywhere, and they are quite a process to bake on your own. They have a great variety of bakery items to try, including donuts if more unusual baked goods aren't your thing. Definitely a fun place to stop in when visiting New Braunfels.

I picked up a cherry pie today. The crust was thick, hard and had no flavor. It was difficult to cut with a fork. The cherry filling was dry and not much of it. Not sure how long ago this pie was made. I know this bakery has history but maybe hire someone to update some of the recipes. Very disappointing.

Although we had just finished a huge meal at the Alpine Haus German restaurant down the street, there's always room for dessert, right? Had to have some kolaches and they were really good! Also tried a few other pastries which were ok. My very favorite was the Pfeffernüsse - delicious and SO fresh. I had to get a bag to take with me. Enjoyed sitting at the little tables outside. The young ladies working were very friendly & accommodating.

Great pastries, kolaches and the best apple strudel u will ever have in your life. Been going here for years and they are the best. The service is also top notch. The ambiance is that of an old German bakery shop which is excellent! U will love this place!

Wanted to love this place since it's the oldest in Texas! We stopped by to grab a few treats, and while I enjoyed them well enough, they weren't something I'd drive out of my way for. I had wished there were more German treats since they seem to advertise as being German. The interior is dated and there were a couple flies behind the glass where the baked goods were. The service was quick and kind. Overall if you're visiting New Braunfels I'd still say check it out, but go for the history.

How have i lived in south Texas for so long and not made my way to Naegelins? my daughter and i were drooling as we made our selection of goodies to take home to our boys but the boys didn't get to try the kolache that barely made it out the door. I promise I will not wait so long to come back.

I much prefer Naegelin's cookies, cupcakes, and cakes to 2tarts. Bakery goods are fresh and never dry. Sometimes the service is a little slow, but the staff are always friendly and welcoming.

Nice little store with big taste. I was quickly served an entire cherry strudel (about $50.00) to bring to Thanksgiving. Ambiance included a small outdoor cafe

I came here on a Wednesday morning. Only one person in line in front of me so no long wait. I got six donuts and the woman behind the counter was extremely kind. The inside is cute, no seating but ver nostalgic. The man in front of me in line recommended I try the pastry tart next time which I will. The donuts were better than Shipleys by far, but not the best donuts I have ever had.

Yes yes, oldest bakery in Texas since 1868. Is it actually good though? Well, yes I certainly think so. Are they the best baked goods I've ever had? No, but it was still good! We got some savory and sweet items on our stop here. I'm more of a savory guy so I really enjoyed the kolaches, especially the bratwurst and jalapeno sausage. We also got one of the sweet rolls and tea ring coffee cake. Both were a bit more sweet for my liking. Nonetheless, they were still good. Other than that, we had good service from one of the gentlemen behind the counter. Would I come back again? Maybe if I was bringing other people. I mean it's the fact that this is the oldest bakery in Texas that brought me here in the beginning, but I think there's plenty of other local businesses in New Braunfels that I would want to check out before making Naegelin's a must-go-to.

Well, at least I can say I've been here now. I will probably make a trip to Two Tarts later today to make up for this lackluster experience. The pastries were dry and now i wonder if they were a couple of days old since there had made major rains July 4th weekend and they were trying to move older product. I probably won't return when visiting NB. I was hoping the kolaches would be at as great at the ones up in West, Texas.

How are you gonna sell day old, stale as hell pastries at 9AM?! Next time I'll throw my money in the street, cuz at least that way someone's day may get made...

What?!? How have I never left a review??? I come here at least twice a year when visiting the e boyfriend's hometown. The oldest bakery in Texas boasts some of the finest baked goods on the planet. German heritage at its finest. Always the best service. Such a fun and inviting hometown space. Gingerbread people year-round? Heck yeah!!!

Being a tourist for a day in New Braunfels, our first stop was one of the oldest bakeries in Texas... Nargelin's! We were able to park right up front, walked in, and our eyes were immediately drawn to all the scrumptious goodies behind the display counters on the left and the packaged goodies on shelves towards the right). We waited in a small line ( I understand it can get pretty busy), and mentally made a list of what we wanted to order. What made Naegelin famous is their apple strudel, so no doubt we ordered it...in addition to their sausage kolache, bear claw, and strawberry kolache. Absolutely loved the apple strudel! Fresh chunks of apples, a bit of cherry for color, and a hint of coconut. These small additions made this strudel stand out from the usual run of the mill. The bear claw was not my fave and not what I had envisioned. Presentation and taste was more along the lines of a pop tart. Besides apple strudels, they sell a variety of breads, doughnuts, cupcakes, cookies, pies, macaroons, and kolaches. Service was quick, and the ladies behind the counter were sweet.

I was really excited to visit this place. I live four hours away in the DFW area and had heard about them thru a friend when I was mentioning I was going to be traveling to New Braunfels for the weekend. I was so excited to pick up some pastries that I woke up extra early so I would have time to bring the pastries back to our hotel and share them with my family in time for check out. Well, the signage and decor from the outside is charming. From pure aesthetics this place would easily fit right into downtown Fredericksburg. Naegelin's also has such a cool story and the fact it is the oldest continuously operating bakery in Texas. That tells me that they have been definitely doing things right. Their prices are good and selection was not up to what I expected but it was decent. What really burned me with this visit was the service. There were two young girls working behind the counter and both were having a personal conversation about tattoos when I walked in. One broke away to help me but she honestly made me, the customer, feel like I was interrupting her conversation with her co worker. She was grabbing a bag for my pastries and I politely asked her if she had a box since I'd be buying quite a few pastries to take back to my family. She had no interest in me buying more and seemed annoyed that I was 'making her' get a box. While I pointed out what I wanted thru the glass she continued to have this personal conversation with her coworker. That really irked me. At the she rang it up and when I tapped my card it came up with a gratuity option. I normally would not tip for a to go order at a bakery. But if she would've been friendly, engaging and provided undivided attention I would've tipped her, but the experience wasn't there. I'd challenge the manager of this shop to have his associates visit any Dutch Bros or Chic Fil' A and notice the service they get. At least be ion that level. Especially considering you are a higher end establishment than those two chains This is my perception of my experience. Yours could be different.

Charged a premium for a variety of cookies and pastries. Specifically, the chocolate chip Cookies were old, dry, crumbly, and underwhelming to say the least. I could have gotten a better cookie at HEB bakery. They are depending on "downtown foot traffic" and a dwindling reputation to sell pastries. Something needs to change before word gets around.

So sad, since 1990 I have made a point at stopping at Naegelin's every time I pass through NB. (35) years of being a loyal customer but in 2025 something is amiss. This year each time it has been disappointing, the quality in my opinion has slipped. My latest visit this past Wednesday held true. I bought several items (2) of which (peach strudel and a loaf of German rye) to be honest were terrible, the strudel was packaged with no paper separating the pieces and became a big mass and the rye bread appeared stale and just crumbled. I hope this review appeals to the ownership to right the ship. Surely there is some senior staff that could serve as quality control. Love this bakery but if 2025 is the new normal... geez

Amazing! Love their selections of fresh pastries. We have been visiting here for years.

I love Naegelin's and have to go every time I'm in New Braunfels. My favorite is the strudel but I found the unicorn cookies irresistible and had to bring one back to Alabama for my great granddaughter. She loved it. I'd post a picture but I don't see a way to do it on here.

The definition of "mediocre." I made the journey all the way out there from San Antonio hoping for a special assortment of well-made Old World baked goods but nothing I tried was any better than the equivalent at my local HEB (mostly worse, in fact), nor did they have anything exotic or hard to find at a normal bakery. Absolutely not worth any kind of drive or special trip and barely worth it even if you live in New Braunfels. At least it was cheap, and service was efficient (if not overly friendly - very German in that way).

Love the ambiance! It feels like you stepped back in time 1/2 Century or more. The staff are ever so friendly & helpful & I love all the old wooden shelves, the building itself & the glass displays; this really is my favorite bakery ever! The cherry strudel is *to die for*! Unfortunately the "day old" doughnut seemed 2 days old, & I've had better brownies -- no nuts!? Nonetheless, one must visit this bakery when in New Braunfels: Two Thumbs Up! ( :

Oh wow! I went in for a couple of breakfast pastries and left with 4 bags of different treats! It was so hard to choose between the wide variety of items on sale. It was interesting to watch customers order, knowing specifically what they wanted. It gave me insight as to items to purchase. My favorite items were the cherry fried pies and the cherry strudel. The crusts were flakey, and the cherries tart. Delicious! My friend fell in love with the cream horns--very light and crisp. Next time I'm in New Braunfels, I will be back.

Bakeries have largely disappeared from the American landscape. Like the butcher shop, most bakeries are now inside of the supermarket, and they simply don't hold a candle to the local stores that used to dot the downtown districts of most cities. When I heard about the "oldest bakery in Texas" I figured I'd better visit and see what it's all about. Naegelin's is located on the main drag in New Braunfels in the building it moved to around 1870. The bakery has a pretty broad selection of goods including kolaches, bread, rolls, coffee cakes, cookies, donuts, macarons, strudel and other goodies. We got there on a Saturday morning at the end of a fairly long line, but thankfully it moved quickly due to the fast counter service. We really enjoyed the strudel, flaky with a light drizzle of frosting on top and filled generously with fruit. We tried the apple and cherry varieties and both were good. Chocolate eclairs were perfectly sized with delicate layers of pastry filled with a creamy and featherlight custard. The macarons stood out with their excellent light crispness on the outside with a delicious tender inside. The black eyed susans were okay, a bit thick on the dough but the flavor and sweetness were excellent. One quality that stood out about all of our selections is that the pastries are not loaded down with tons of sugar as you get from the supermarket bakeries. These almost had a European feel to them as my experience indicates they use less sweetener in their baked goods generally. By mid-morning, the bakery had start to run out of certain popular items so you are advised to come in early. They open at 6:30 am. Recommended.

I asked them to make my retirement reception cake with this design and they nailed it! It looked amazing and most importantly it was delicious! The price was very reasonable for a custom cake for 100 people.

I've gone to the best German Bakeries in every town I've been to and I grew up with wonderful pastries and tea cakes, etc. Unfortunately, not the flakey, sweet and savory I'm used to.The Apple Strudel was quite heavy & wet. The Fritters were okay but nothing special, neither was the Bismarck. I was extremely disappointed

We drove far for traditional apple strudel it was not good. Gooey and too sweet. Not what we are used to.

This place is so iconic and everything they make is top shelf baked goods. The staff are courteous and service is quick. The history in this old building is amazing. You have to go inside and not just drive through.

Well, I consider their baked goods to be pretty enjoyable, my favorite ones are the chocolate-hazelnut croissants. I don't go there often unless if I'm going to a ballet performance at Brauntex Theatre and have to wait for the theatre to open. It's small, but it's quiet and their staff are sweet and I appreciate their hard work to make it a lovely cafe/bakery experience. (I'd give 5 stars but I gave it four stars to be fair)

Amazing kolaches authentic and delicious!! Been going here for over 20 plus years and absolutely love the staff and decor as you walk in. It feels like home but lots of choices

We had to stop at the oldest bakery in Texas, opened in 1868. We are in the German settlement area of Texas and the town of New Braunfels has maintained their strong German roots. The cherry strudel was the best I've ever had and probably one of the best desserts I've ever tasted. Good thing I bought a foot long piece. At the risk of sounding like a food review I'm going to tell you that the crust was light, flaky and delicious. The filling was tart yet sweet and probably in-house made because the cherries were big and flavourful. I also enjoyed a "Rosebud" which was similar to a doughnut although the breaded portion was yellow. Maybe they use corn flour, I don't know but it was delicious as well. If I can finish a foot long strudel in the next week, I'll be back to get some for the road.

We made a special trip down here on President's Day since we've always wanted to check this bakery out since it's allegedly the first one in Texas. It's in a cute old building in downtown New Braunfels, and while there is no seating inside, they do have a couple tables outdoors. We got five goodies to all share: a sausage and cheese kolache, a cinna crunch roll, a fancy donut, an apple strudel, and a lemon poppy macaron. Everything was average or below, we're sad to say. The macaron tasted like it had been sitting out a couple days but we liked the flavor. The kolache was dry as hell, but the meat was OK. The fancy donut was probably our favorite item, as it tasted fresh, had great consistency, and was piled him with some extra frosting. We also really liked the cinnamon roll that had a similar whipped frosting to the donut and some smashed pecan bits on top for crunch. The apple strudel--their signature baked good--was a big disappointment because it was almost impossible to eat. The pastry had no integrity and the slimy filling just oozed out everywhere and we needed dozens of napkins to wipe our hands. The flavor was nice, but it was such a mess! Pretty sure they were probably making it better in the 1800s! We're glad we came and we wish this business nothing but success because it's a Texas institution, but pastries have evolved and these ones perhaps should too.

This is a quant little bakery in downtown old new Braunfels. They offer several different types of prebaked German pastries and also fresh baked goods like donuts and cupcakes. The lady that helped me was very pleasant and I enjoyed checking this place out. I'll be back again one day when I'm in town.

Love their bread especially the marble rye. But cookies we bought were all rather stale and the gingerbread needed lots more ginger spice.

Over priced and not the best bakery in town that is for sure. Seems like they have become more of a tourist trap than the old bakery they use to be.

ABSOLUTELY DELICIOUS! Someone brought these to my work function and all I had to say was WOW! These were so yummy and I couldn't get enough of them! Plus look how big they are! You will not go wrong with these!

After reading so many reviews and articles about the "oldest bakery in Texas", this place was one I had to visit... especially after my favorite German bakery in New Braunfels closed. My dad and I ventured to New Braunfels and decided to stop her for coffee and dessert. Inside, there was no formal line and they were just helping whoever grabbed their attention next. I was expecting them to have more German treats behind the counter (my parents are from Germany), but it was mostly donuts, cookies and regular pastries with a few streusels. Upon getting to the front to order, I ordered the following: - Lemon tart: The lemon filling looked very processed and bright in yellow but since lemon tarts are my favorite, I had to try it anyways. First bite confirmed what I thought.. very artificial tasting and not worth ordering again. - Apple streusel: Soft and tasty but not very authentic to what you'd find in Germany. Tasted more like a soft apple pie. - Coffee: You get to go cups and are then directed to coffee that has been sitting in a warm canister for hours. For $3+ per coffee, I also think the refills should've been free. I asked for fork, knife and napkins as the stand where they would usually be put out was out (I could tell from the sign), but was told they were out of all of the above. At 11:00AM on a Saturday, that's a bit ridiculous to already be out. Lastly, I have to mention the cleanliness. The trashcan was overflowing in both the store and in the restroom. People were starting to put their trash on the shelves where there baked goods for sale are... its gross. Sadly this place wasn't worth any of the hype and is not a place I would visit again.

The food was great and the waitresses were able to quickly organize our orders. Makes my stomach rumbling when being served. Good time for my husband and I. We will be back. --KB in Blanco

HOW are these Cherry turnovers so incredibly delicious?! It makes no sense. I'm so sad that I love so far from this bakery. If you're ever around, be certain to stop in and grab a box of apple/peach/cherry turnovers. They aren't overly sweet and the texture of the layers are unbelievable! I wish I had a picture to share, but I ate it!

Great items and a fun discovery. We will be back to try new chocolaty items next time.

I popped in for some sweet things and kolaches. We got the regular kolaches and they were the best we've had since moving out to the Canyon Lake area last Spring. Look forward to trying the jalapeno ones next time since they were out by the time I made it in that day. I also couldn't resist getting a cinnamon roll to try and it did not disappoint.

I spoke to Linda and she was very rude to my and my friend. I would not recommend this place. Very overpriced.

I'm told that this is the oldest bakery in TX. Well, the sign says it anyway. I sampled a few of my favorites: cookies of multiple varieties, sprinkled donuts and a cream cheese pastry. The cookies were solid but the filled cream cheese pastry didn't have a ton of flavor & lacked any substantial filling, and the donuts were rather dry. Really nothing spectacular or mind blowing, to me, rather garden variety quality I'd probably find at any supermarket bakery. Glad I went here for the novelty alone and to support a local staple, though it's a one and done deal for me.

I know this is a classic bakery in New Braunfels, but I was honestly left disappointed. Everything seems so dry and flavorless. I expect soft cookies not crunchy dry ones I could get at Walmart. I think this place is more name than quality.

Obviously, I had to pop into the oldest continuously operating bakery in TX (since 1868). We were told that they are known for their apple strudel. My SO isn't a fan of anything apple so we got a cheese danish and a sweet German pretzel. Pretty good. We both would have preferred some sort of savory pastry but didn't see any (it's possible that we missed it). The vibe in here was really welcoming and the service was very friendly. They have a parking lot but if it's full or if you plan to walk around downtown afterward, there is free street parking nearby. If I recall correctly, we parked on Tolle Street, by the little park.

This bakery was my favorite for decades but my recent visit was disappointing. The bear claws were my favorite but now pop tarts would be better. No filling at all in some and not nearly what they used to be. I suspect the older generation bakers have retired and could be the reason. Service was good.

Delicious!! We got the kolaches and apple strudels. Everything was great and the line moved fast on a Saturday morning. I wouldn't recommend getting coffee at Naegelin's, it was pretty bland and watered down.

This place has been in business since 1868 and is the oldest bakery in Texas. Strudel, donuts, German pretzels, gingerbread men, not to mention beautiful and tasty cakes and pies. Kids love their happy face cookies! They have a drive through too. There is sitting in the front facing the square and also on the side patio. Customer service is always pleasant. Coke for donut holes and kolaches too.

A cute local bakery in the middle of New Braunfels downtown with a rustic wood look inside. Once you walk inside the bakery you see full selection of many desserts donuts kolaches full size pies cupcakes bread tortillas pretzels. You are surrounded by tasty carbs!! Which I don't mind at all! The lady greeted me right away and she was super sweet. A very wide selection of bakery items. I got some donuts pretzels cupcakes kolaches jalapeño sausage n cheese which tasted excellent good bite to the sausage and spicy, so good. Donuts was flaky and soft. Carrot cupcakes was sweet cinnamon tasty. Support local business