Popina can trace its roots back to the markets that our founder Isidora Popovic visited with her mother when she was growing up. Fresh, seasonal, local, simple – these are the watchwords that she learnt as a child and which guide Popina today as we put our imagination to work in our London bakery.

Isidora launched Popina in 1999 after graduating from Goldsmiths, so creativity has always been a big part of who we are. Supported by the Prince's Trust, Popina set out to pioneer new ideas that would deliver to the customer “the whole experience of taste, texture and appearance". It worked. Our super-unctuous chocolate truffle brownies – one of our first products – have gone on to inspire a million imitators. And our inventive tarts – super light yet generous – are blazing new trails today, and they're still available from the farmer's markets where we started out.

The products change, but our commitment to making great food with fresh, seasonal ingredients never wavers. Whatever we're making, we love discovering fresh new ingredients, trying out-there combinations and finding new ways to make healthy even more tasty. And the biggest reward is seeing customers queuing at out stalls, whether they are discovering Popina for the first time or coming back for more of what they love.