The launch aligns with the company’s broader strategy to build a portfolio of premium dining and lifestyle-led F&B brands

Bengaluru: Aditya Birla New Age Hospitality has launched Julien, a patisserie and dessert brand, as part of its expansion into premium, experience-led food and beverage formats.

Julien will operate through delivery, takeaway, and curated pop-ups, with orders available via Swiggy and Zomato. The brand has also introduced a physical presence through a pop-up at Galeries Lafayette.

Positioned as a design-led dessert concept, Julien focuses on curated offerings across categories such as petit gateaux, celebration cakes, tiramisu, cookies, tea cakes, and brownies. The menu is structured around a limited set of flavour profiles available in multiple formats, catering to both individual consumption and larger occasions.

“Julien reflects our belief that hospitality today must move beyond function and into expression. At Aditya Birla New Age Hospitality, we are committed to building distinctive brands that shape culture as much as they serve guests, and Julien represents an exciting step in that journey. It fits the bill perfectly with our experience of understanding premium brands and consumers. Julien is created for those who choose expressive indulgence. It is for people who see dessert as a language, not a checkbox. It’s for those who believe dessert should not be rushed, but chosen,” said Udai Pinnali, CEO of Aditya Birla New Age Hospitality..

The culinary programme is led by Chef Amit Jadhav, with the brand emphasising a curated, evolving menu rather than a fixed assortment. Key flavour themes include chocolate, macadamia, cherry, and red velvet, featured across different product formats.

Julien also adopts a design-focused approach to packaging and presentation, with an emphasis on premium materials and detailing. The brand sources ingredients from both domestic and international markets, including matcha from Japan and cocoa-based components, with a focus on consistency and quality.

Founded in 2021 by Aryaman Vikram Birla, Aditya Birla New Age Hospitality operates a portfolio of hospitality brands across India. Its offerings include concepts such as Hakkasan, Yauatcha, Nara Thai, and CinCin, along with newer formats like Ode, Supa San, Waarsa, and Flint. The company currently operates across multiple cities with a focus on premium dining and experiential hospitality.