Oat topped muffins on a white cake stand

Source: Getty Images

  • Publication date: Wednesday 15 February 2023
  • Editorial submissions deadline: Wednesday 1 February 2023
  • Editorial contact: Amy North amy.north@wrbm.com

Do consumers really want healthier baked goods? And if so, what do they consider to be healthier or better for you? This feature will find out.

British Baker will speak to a host of bakery experts to find out how the health agenda is changing the bakery landscape.

Key areas this article will explore include:

  • What do consumers consider to be ‘healthy’ or ‘better for you’ when it comes to bakery?
  • Do consumers really want healthier baked goods and what are the reasons behind this?
  • How does this vary across different types of products (bread, cake, biscuits, sausage rolls)?
  • How are manufacturers and bakers of all sizes catering to health-conscious consumers?
  • How are products that have been launched to comply with HFSS regulations performing?
  • What do the changing timelines and uncertainty around the HFSS regulations mean for healthier bakery innovation?