Braud & Co

Before Braud & Co opened on Frakkastigur in 2016, Reykjavik did not have an artisan bakery that could stand alongside the best in Copenhagen or Paris. Now it does. What started as a single small bakery on a quiet side street has grown into seven locations across the Reykjavik area, and the original shop remains one of the most visited food destinations in the city.

The Bread

The philosophy at Braud & Co is uncompromising: 100% sourdough, no commercial yeast, organic flour only. They work with four types of organic flour — Oland and Einkorn from Denmark, Manitoba and 00 from Italy — and the results speak for themselves. The sourdough loaves have the kind of complex, slightly tangy flavour and chewy crumb that only comes from slow fermentation and proper ingredients.

But most people come for the pastries. The croissants are the best in Iceland — golden, shattering, with layer upon delicate layer of buttery lamination. The cinnamon buns have become iconic, spirals of sweet dough with a generous filling that have launched thousands of Instagram posts from tourists and locals alike. They are large, slightly sticky, and exactly as good as everyone says.

The Experience

The original Frakkastigur bakery is tiny. On a weekend morning, the queue often extends out the door. Inside, the counter is stacked with the morning's baking — rows of croissants, cinnamon buns, pain au chocolat, sourdough loaves, and seasonal specialities that change throughout the year. The coffee is good. The service is efficient and friendly despite the perpetual rush.

There is limited seating inside, but on a decent day, taking your pastry and coffee outside to eat on the street is part of the experience. The neighbourhood is pleasant and quiet, and you are within a two-minute walk of Laugavegur if you want to continue your morning from there.

Why It Matters

In a city where food prices are notoriously high, Braud & Co offers something close to a perfect value proposition: world-class baked goods at prices that are reasonable even by Icelandic standards. A croissant and coffee for under ISK 1,500 is one of the most sensible purchases you can make in Reykjavik.

Practical Tips

Go early. The bakery opens at 06:30 on weekdays and 07:00 on weekends, and the best items sell out by mid-morning on busy days. The queue moves quickly — do not be deterred by its length. If the Frakkastigur location is too crowded, the other branches carry the same products and are often quieter.

Start your day here. A great croissant and a good coffee is a simple pleasure, and Braud & Co does it better than anywhere else in Reykjavik.