Aïda's 110-year journey through Vienna's sugary past

Aida has become a venerable institution with a rich - and not always easy - history. As a pink ambassador for sweetness and tradition, the confectionery celebrates its 110th anniversary this year - a trip to its origins in the streets of Vienna, where its journey began.

From North Bohemia to Vienna

The story begins in the late 19th century with the birth of Josef Prousek in the idyllic countryside of northern Bohemia. A confectioner's longing led him to Vienna, a city that beckoned with dreams of confectionery art. In what is fondly referred to as the "Age of the Confectioner," Josef honed his craft at "Bonsaing & Sons," a bakery known for its excellent baked goods.

Love for opera

A chance meeting with Rosa, his future wife, ushered in a new chapter. In 1913, the couple took over the management of "Bonsaing & Sons" - a charming twist of fate that changed the name forever. As a tribute and to the tunes of Verdi's "AÏDA", the confectionery was renamed in its honour - a name that would last for generations.

Porcelain alley, centre of sweet pleasure

Over the years, the confectioner evolved from a humble vendor's store at the Vienna State Opera into a vibrant centre of sweet indulgence. The smell of freshly baked strudels and golatschen wafting through Porzellangasse became a fond memory for many. A place that today radiates its pink charm at many locations and where guests are always served with a smile as a credo.

Famous cream slice, phoenix from the ashes

Amidst the ups and downs of history the Prousek family persevered. World War II cast its shadow ahead, but amid the turmoil, recipes were documented and Aïda's legacy preserved for generations to come. The iconic Cremeschnitten recipe, a layered, sweet delicacy, bears Josef Prousek's signature from 1943, a testament to unwavering dedication amid a war-torn Austria.

Over the decades, Felix Prousek followed in his father's famous footsteps, cultivating a family tradition based on passion and precision. "It is easier to become a confectioner than to remain a confectioner," said Felix Prousek - a credo that has resonated and visibly endured over the years.

Donuts for the Americans and the way to the "Café-Confectionery".

In the post-war period, Aïda's ovens were fired up again and donuts and ice cream were made for the American soldiers. The family's persistence ensured Aïda's survival, and Felix introduced the concept of "quick coffee with cake" in Vienna. The clink of espresso cups marked a turning point - Aïda evolved into a "café confectionery", henceforth dedicated to innovation.

With each passing decade, the Prousek family wrote a story of expansion. Porzellangasse became a melting pot of creativity, a centre for the artisanal production of Viennese confectionery. The third generation passed seamlessly into the next. Michael Prousek has enriched Aïda with new creations and added the beloved Mozart cake to the assortment.

The pink touch

When the reins passed into Michael Prousek's capable hands, his wife Sonja brought in a modern touch, a small colour revolution - pink and pink tones were à la mode long before Barbie. Innovations emerged, designs changed, and uniforms evolved, marking the beginning of a new pink era.

The baton was then passed to Dominik Prousek, the fourth generation. Under his leadership, Aïda continued to flourish, expand its reach and develop. Aïda's first step beyond Vienna's borders, to Innsbruck in 2018, was a historic moment, a tribute to its ceaseless growth.

Love for everything sweet

Now 110 years old, Aïda is a testament to the enduring spirit of a family dedicated to creating sweet moments and sharing them with the world. With every layer on the cream slices, every sip of coffee and every smile the sweets conjure, Aïda remains an exquisite mosaic of tradition, innovation and a shared love of all things sweet.

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