Publication date: Wednesday 24 June 2026
Editorial submissions deadline: Wednesday 3 June 2026
Editorial contact: dan.riley@wrbm.com
Brand power is the icing on top
From laminated pastries and doughnuts to cookies and traybakes, certain global branded spreads and toppings – most notably Biscoff and Nutella – now dominate bakery menus. Their recognisable flavour, built‑in consumer, trust and marketing muscle have turned them into near‑default choices for bakers seeking fast‑selling indulgence with minimal risk.
This feature will explore how these brands have come to power, the rules around engaging with them, and what’s next.
Key areas this article will explore include:
- How widespread are branded toppings and fillings in UK bakeries today? Which items are they most commonly used in?
- How did Nutella and Biscoff grow to dominate so many bakery bestsellers?
- What do bakers gain by using recognisable brands rather than own‑label or unbranded alternatives? Do bakers lose anything or dilute their brand by relying on branded fillings?
- What impact does this have on the price consumers are willing to pay?
- What are the rules around using branded products in your baked goods, particularly when it comes to naming and marketing products? What happens if you get it wrong?
- What other brands have the power to dominate in bakery and why?
- How are ingredient suppliers responding to the dominance of these brands?
No comments yet