If you haven’t yet made your way to The Sugar Man on Hutt Street, now is the time, and it’s your only time in its current format, with the team announcing they are taking a break from selling croissants and pastry items, instead taking Sugar Man in a new direction.

This Hutt Street storefront has become a magnet for pastry lovers across Adelaide, with lines that stretch down the block on Saturdays and a cult-like following that grows with every almond croissant sold but for founder and chocolatier Alex Crawford, success isn’t measured in queues or figures.

“The journey so far has been about enjoying the moment day-by-day.

“I don’t really care for the numbers, I’m more humbled that customers take time out of their day to visit us and, with their hard-earned money, buy our croissants,” Alex says.

The sentiment sums up everything that The Sugar Man stands for.

Passion, craft, and care are baked into every item, whether it’s a small batch of chocolate bars or a weekend-only croissant special. One of the most popular? The Basque Cheesecake Croissant Tart, a decadent collaboration with longtime friend and fellow dessert expert Steven ter Horst.

The almond croissant runs a close second in the fan-favourite stakes, thanks to its hero ingredient: Taronga Almonds, grown in Willunga.

But the magic of The Sugar Man goes beyond bestsellers. Alex’s ever-evolving menu is driven by instinct and inspiration, he cooks what moves him.

“We don’t know what the next product is, it depends what inspires me.

“But I pride myself on local SA produce, so anything that highlights our state’s talented farmers, artisans and producers is always at the heart,” Alex says.

Alex began his journey in pastry kitchens as a teenager, eventually launching a wholesale business in 2017 before opening The Sugar Man’s retail store across the road in 2022.

His passion for chocolate was ignited after a research trip to Italy, where he fell in love with the way Europeans worked with cocoa and pastry. That same trip planted the seed for The Sugar Man’s signature nostalgic style, like rhubarb custard inspired by his mum, or a marmalade chocolate bar made with fruit from his grandmother’s tree.

While The Sugar Man could easily open seven days a week, the limited hours are by design: they protect quality, honour tradition, and give Alex space to create.

As for what’s next? Maybe a new product, maybe a new skill. But for now, Alex is happy to stay present and keep making beautiful things with heart.

That’s The Sugar Man way.