The kouign amann may not be the easiest pastry to pronounce, but it’s quickly becoming one of the easiest to sell. With its caramelized crust, buttery interior, and upscale feel, this French pastry has found its way into in-store bakeries, cafés, and grocery programs—and it’s holding its own next to longtime favorites like croissants and danishes.

If you’re already carrying kouign amann (or considering adding it to your lineup), here are three ways to help it stand out in your pastry case and drive even stronger sales.

1. Pair It with Coffee—Literally

Few things sell a pastry faster than a great cup of coffee sitting beside it. Position your kouign amann display near your coffee station or add signage that promotes it as the perfect morning or mid-afternoon pairing. If your store offers coffee to-go, consider bundling a kouign amann as a limited-time pastry add-on. “Butter cake and a brew” has a nice ring to it.

2. Lean Into Seasonal Toppings

The classic kouign amann is beautiful on its own, but a seasonal twist can take it even further. Try dusting with cinnamon sugar in the fall, adding a light maple glaze in the winter, or finishing with a fruit compote or citrus drizzle in spring and summer. A little seasonal creativity goes a long way—and it gives customers a reason to come back for what’s new.

3. Showcase the Crust (It Sells Itself)

Don’t hide these in a pile. Kouign amanns are known for their golden, caramelized exterior—that’s the magic, and it should be visible. Use shallow trays or tiered bakery risers that elevate them slightly and give customers a full view of that glossy crust. Clear signage that briefly describes what it is (“flaky, buttery, caramelized pastry from France”) helps reduce buyer hesitation and adds to the elevated feel.