Finalists for Bakery Brand of the Year 2025 revealed

Top-notch products, innovative marketing, excellent in-store execution and engaging social media content are among the areas that the finalists in 2025 Bakery Brand of the Year category excel in.

Following on from its inaugural success at last year’s Baking Industry Awards, the category, sponsored by Craggs & Co, recognises outstanding performance by consumer-facing bakery brands.

Meet the six brands who have achieved this:

Flake Bake

Jamaican patty brand Flake Bake has grabbed every opportunity that has come its way – from appearing on TV show Aldi’s Next Big Thing and ultimately gaining a listing with the discounter to securing £150k in TV advertising as part of Channel 4’s Black in Business initiative.

This, coupled with a solid marketing plan, NPD, and multi-pronged strategy for growth, has resulted in the Peckham-based business doubling its revenue over the past year and selling 1.4m Jamaican Beef Patties through Aldi. Flake Bake founder Mike Williams said: “every key objective for the year has not only been met but exceeded”.

This was felt by the judging panel, which commended Flake Bakes ambitions and ability to shake up the savoury pastry category. “Flake Bake is an entrepreneurial success story, showing what’s possible with sharp instincts, a clear voice, and relentless drive,” they said.

JNCK Bakery

Founded by brothers Sean and Alex Brassill, JNCK Bakery is a ‘disruptive start-up’ looking to shake up the sweet bakery market with its range of healthier cookies which boast significantly less sugar and more protein than standard cookies, as well as gut-friendly prebiotics. The cookies are available in three flavours: Trippple Chocolate, Milky Chocolate and White Gold in multipack and single formats.

Over the past year it has been working towards three core objectives – secure national retail distribution, build brand awareness and loyalty within the target community, and conduct a successful fundraise to support its growth. This, according to the brand, has been achieved as it landed a national listing in 650+ Tesco stores, grew an engaged community of gym goers on social media, and raised £260k through crowdfunding.

“A well-executed start-up with a clear sense of purpose and impressive early traction,” is how the Baking Industry Awards judges described JNCK Bakery. “The brand’s founders are putting in the hard work, from formulation and funding to content and community, and it shows,” they added.

St. Pierre

Clad in bright orange, brioche specialist St Pierre is back for another shot at the trophy having been named a finalist in the Bakery Brand of the Year category in 2024. Its success is built on a core range of brioche burger buns and hot dog rolls as it aims to help consumers ‘make every day magnifique’.

Owned by Grupo Bimbo, the brand has enjoyed strong growth over the past 12 months driven by distribution gains and its above-the-line debut with the tongue-in-cheek Eat Avec Respect campaign.

The campaign was deliberately developed for the long-term, with enough flexibility to cater to different markets and various meal occasions, according to the brand which highlighted improvements in brand image, brand awareness, and quality perceptions as a result.

“St Pierre has established itself as a household name, combining mass appeal with consistent growth,” said the judges, adding that the brand’s success lies in its grasp of the fundamentals of “recognisable branding, versatile products, and a clear, consistent proposition”. They also praised the Eat Avec Respect campaign which “clearly got people talking and buying”.

We Love Cake

Owned by family firm Bells of Lazonby, We Love Cake specialises in free-from baked goods with brownies, tarts, and cakes among the line-up. Deeper distribution and market-leading innovation were on the agenda for the brand in 2025 following a brand refresh in 2024.

The innovation box was ticked by its Chocolate Orange Slices, which are now shifting around 5,000 units a week and have subsequently been named as a finalist in the Free-From Bakery Product of the Year category at this year’s awards. Distribution gains came thanks to Tesco which extended the reach of We Love Cake’s range to its Express stores meaning it is now in 1,400 of the retailer’s sites.

We Love Cake was described by the judges as a “confident, purpose-driven brand” with a “standout identity”. “The last year has seen well-earned growth, driven by strategic NPD, a refreshed identity, and smart, consumer-friendly marketing,” they added.

Wildfarmed

Wildfarmed may have been on the bakery scene for a few years, but it’s still relatively new to consumers having landed in Waitrose with a five-strong bread range in 2024. The bright green packaging, complete with disco ball, certainly has standout appeal on shelf.

The launch was coupled with a ‘high impact, front-loaded marketing strategy’ designed to ‘make Wildfarmed unmissable’. It featured PR, paid media, in-store POS, and more as the brand looked to deliver a singular, clear message: ‘better bread transforms landscapes at scale’. The sales data suggests it is resonating, as do the recent listings with Tesco and Ocado.

The judges described Wildfarmed as a “masterclass in how to introduce a brand with impact, clarity, and momentum”. Coupled with bold product development and impactful marketing, they praised the brand for its “highly creative” campaign which has made it “virtually impossible to ignore”.

Yorkshire Baking Company

Yorkshire Baking Company, owned by Regal Food Products Group, is renowned for its Mega Loaf – a large family-sharing loaf cake that is ‘exceptional value for money’. While Cherry, Chocolate, Lemon Crunch, and Madeira loaves (to name a few) grace the line-up year-round, Yorkshire Baking Company has embraced limited-edition NPD with Banana, Carrot, Hot Cross Bun, Mince Pie, and Jam & Coconut variants of the Mega Loaf. The latter was so popular it is now a permanent line.

The firm said its marketing team have invested heavily on brand presentation through its social media channels, sparking conversations. It has also supported with in-store activities by running promotions and delivering on POS displays. The most recent example of this was its very first on-pack promotion which saw it team up with Emmerdale Village Tour.

A “solid, commercially successful brand which knows its strengths and plays to them,” said the judging panel, adding that the Yorkshire Baking Company brand is built on “consistency, quality, and familiarity” which is yielding excellent results.

Join us for a night of celebration

The winners will be revealed at a black-tie ceremony on Thursday 23 October 2025 at the Royal Lancaster Hotel in London. The ceremony will be hosted by a yet-to-be-revealed celebrity guest.

Tickets for the awards are available now via the Baking Industry Awards website. Individual tickets cost £350+VAT and a table of 10 costs £3,325+VAT.

The event includes a dazzling drinks reception, a three-course dinner with wine and coffee, and an afterparty complete with snacks and entertainment to help you celebrate into the early morning.

Get your tickets here: https://bakeryawards.co.uk/live/en/page/attend