This article examines how five bakeries in a mid-sized Swedish town communicate with their (potential) customers using different forms of ‘authentic’ displays of the much-loved seasonal pastry, the semla (a particular type of Lenten bun). Authenticity is understood as strategies of communicating with potential customers and passers-by in ways that make them feel included in a successful, sociable relationship with the bakery in question (see Scannell’s, 2001, article, ‘Authenticity and experience’). Specifically, various semla artefacts are used in the shop window/entrance as strategies to ‘talk to and interact with’ passers-by. However, these semla displays are not recognized as advertising by the bakers themselves. While previous research on authenticity, food discourse and ideology have identified traditional, natural and elite authenticityas expressed in relation to specific social groups, this study shows how authenticity may harbour oppositional values and seemingly incoherent ways of addressing customers in relation to such questions as power, eliteness and class. One explanation for these more subtly distinctive authenticity performances may be found in Swedish culture which has less social class distinction. This may, in turn, mean that certain establishments and products may not be as prominently class imprinted as others when it comes to how they address customers. Such a culture may create a more blended range of authenticity expressions.