What are the top trends in bakery this Easter?

Daffodils are in full bloom, Mini Eggs have returned to shelves, and hot cross buns are being produced in the millions which means one thing – spring has arrived.

With it comes renewed energy, pastel colours, and zesty flavours, particularly across the nation’s bakery counters.

Taking place on Sunday 20 April, this year is the latest Easter has been since 2019 meaning bakers and retailers have more time to embrace the seasonal sales window.

“Easter is one of the busiest times of the year for bakers,” explains Miriam Bernhart, director category Bread & Pastry Solutions, at supplier CSM Ingredients.

“Seasonal innovation plays a crucial role in boosting consumer engagement and driving sales within the sweet bakery sector. Fifty-eight per cent of UK sweet bakery consumers (rising to 78% of 25-34-year-olds) find limited-edition/seasonal sweet baked goods appealing,” Bernhart adds.

Pointing to the five-year period up to July 2024, the share of seasonal claims used on new sweet bakery launches increased from 13% to 16% globally, she notes.

So, what flavours and formats are hopping into focus when it comes to Easter NPD in 2025?

Tradition vs innovation

Traditional fruited or tiramisu flavoured hot cross buns? Perhaps coffee & chocolate or cheese & chilli ones are more tempting? The nation is apparently happy to indulge in both with 62.5% of consumers buying traditional fruited buns and flavoured buns, according to research by Vypr.

What’s more, some 55% of UK households bought hot cross buns in the past year, on average buying 8.5 packs a year [Kantar hot cross buns penetration and volume per buyer 52 weeks to 29/12/24].

The past few years have seen an explosion of flavoured hot cross buns and 2025 is no different.

“Hot cross buns remain a dominant seasonal product, and the market is evolving with ongoing trends seen across bakery and confectionery – particularly in premiumisation and flavour innovation,” notes Charlotte McCready, category manager at Finsbury Food Group. “In an attempt to get young shoppers interested in what is generally seen as quite a traditional treat, flavoured options like rhubarb and custard, chocolate and salted caramel, coffee and chocolate, marmalade, white chocolate and lemon, tiramisu all appear to be popular choices.”

All of these and more can be seen among the supermarket ranges this year as the nation’s retailers look to prove their hot cross buns can rise above the rest. Highlights include:

• Tiramisu Hot Cross Buns from Asda – they combine a coffee flavoured bun with Belgian dark chocolate chips and velvety mascarpone cheese
• Apple Crumble Hot Cross Bun from The Co-op – sweetly spiced buns with sultanas, semi-candied Bramley apple pieces, Bramley apple compote, and a cinnamon crumble topping
• Millionaires Hot Cross Buns at Morrisons – they feature Belgian milk chocolate chunks and fudge pieces studded throughout the dough
• Coffee & Chocolate Chip Hot Cross Buns at Sainsbury’s – made with a sourdough starter, the buns have sultanas, dark chocolate chips, and coffee powder added to the dough
• Rhubarb & Custard Hot Cross Buns in Tesco – buns with a pink hue and yellow cross, with tangy rhubarb puree and pieces with vanilla flavouring, cream, and sultanas
• Apricot & Stem Ginger Hot Cross Buns from Waitrose – made with sourdough starter, lightly spiced, and bursting with apricot pieces and stem ginger.

Read: Supermarkets unveil new hot cross buns flavours for Easter 2025

Weird and wonderful flavours are certainly attention grabbing but they sit alongside the classic variants on shelves which are quietly meeting demand for traditional products. But even the classics need a revamp occasionally and several retailers have brought back extra fruity options and tweaked the recipes of their traditional hot cross buns to ensure they are in tip top shape for the season.

This has led to a focus on the ingredients used, particularly the fruit suspended in the buns.

“The focus on the quality of the raisins and direct mention of them in the product name on pack could heighten appeal and regard, as they are the main component that makes the dough exciting,” explains Wessel Lemmer, CEO of Raisins SA. “Using the wider range of the major raisin product categories could be a way to shake up hot cross buns, whilst not straying too far from the classic. This being currants, sultanas, goldens, midnights, flames and crimsons.”

M&S is one example of a retailer diversifying its dried fruit and shouting about their credentials on pack. Its Collection Hot Cross Buns are 37.5% fruit with M&S Earl Grey Tea-soaked Vostizza currants, Chilean flame raisins, Chilean jumbo golden raisins, sweet cranberries, diced apricot, and Italian candied orange peel among them.

Filling a gap in the market?

Smearing butter and, if you’re feeling adventurous, jam on top of a toasted hot cross bun is often as close to filling one as British consumers get. But there is a trend brewing which may change this.

The innovative flavours mean fans may venture beyond strawberry jam to lemon curd, chocolate spread, and even Marmite or chilli jam for the savoury versions, but this is simply the beginning.

“Filled hot cross buns in Australia have caught our eye,” notes Roberts Bakery’s category planning & activation manager Rachael Chard. “They use them as sandwich buns for gelato or filled with cream. We have trialled Extra Fruity Hot Cross buns with ice cream and can confirm they are delicious.”

The Australian market has also embraced centre-filled hot cross buns. Last year Woolworths unveiled Biscoff-filled Hot Cross Buns which are best enjoyed warm to ensure an ‘oozy delicious centre’. The format and flavour were clearly a hit as the buns have reappeared on shelves this year.

“Centre-filled hot cross buns, which have been inspired by trends in cookies and doughnuts, are gaining attention,” says Maddie Munden, head of development, Finsbury Food Group bread division.

M&S is the only major UK retailer to tap into this in 2025 with its Extremely Lemony Curd Filled Hot Cross Buns. Made with candied Sicilian lemon peel and a zingy lemon curd filling, the retailer says they’re already a ‘viral sensation and bestseller’.

The telling factor will be whether they reappear on shelves in 2026, or the format is adopted more widely in the market. Munden remains slightly sceptical pointing out that “they can’t be toasted as a traditional bun, which may impact long-term consumer adoption”.

Crossing over the categories

The hot cross bun migration is in full swing as developers embrace the classic flavours of the Easter staple for other food and drink items.

“We are seeing traditional bakery flavours, such as hot cross bun, migrate into different categories like coffee, spreads and chocolate,” says Roberts Bakery’s Rachael Chard.

There’s Hot Cross Bun Tea by Bird & Blend Tea Co, Hot Cross Bun Caramel Spread and gourmet popcorn from Joe & Seph’s, bakery-inspired fudge at Waitrose, and spiced coffee from Beanies to name but a few of the items available. There’s even a Hot Cross Bun KitKat, although sadly it seems to be available for Australian shoppers only.

Notably, none of these are serving up the titular ‘cross’ of a hot cross bun but embody the general vibe with notes of warming cinnamon, plump raisins, and a zing from lemon zest.

Some innovations are closer to home, merely venturing to another part of the bakery category. Waitrose is one such business to embrace this with an Apple & Cinnamon Hot Cross Bunettone – a gently spiced Italian cake made with sultanas and sweet apple filling, dusted with cinnamon icing sugar before serving to ensure it has a ‘cross’ on top. The retailer has also unveiled Hot Cross Danishes for its bakery counters and cafes, complete with a fondant icing cross.

Paint with all the colours

Spring is renowned for its vibrancy with beautiful blossoms breaking through the bare branches. It also offers bakers the perfect opportunity to add some colour to their bakery counters as well, breaking away from the brown and beige hues which often dominate.

“Springtime means we see a lot more pastel colours being used around Easter celebration cakes – from light pinks and blues, yellow and even pastel green in your bakes,” says Lawrence Watson, managing director of ingredients supplier Kluman & Balter.

Even better news is that on-trend flavours naturally lend themselves to this. “Pistachio is the on-trend colour and flavour of 2025, and we’re seen growing interest in matcha, with its many health benefits and beautiful green colour it makes a great addition to baked offerings,” Watson adds.

Matcha and pistachio are also highlighted by CSM Ingredients’ Bernhart but more for their association with indulgence rather than their colour.

“Rich tastes including peanut butter, matcha and pistachio will also be in demand across ranges alongside chocolate orange and raspberry which are all perfect for Easter/Spring toppings and inclusions,” believes Bernhart. “Roasted and chopped nuts can be combined with chocolate, and fruit and nut is another iconic pairing across products.”

She also points to gold as a colour on the rise with gold dusting and gold leaf being a couple of ways for bakers to embrace it. “Traditional paler hues of lemon, pink, and white as well will feature across all toppings and products alongside chicks, eggs and bunnies,” she adds.

Given the popularity of chocolate at Easter, it’s definitely not a flavour to be overlooked.

Dan Jones, marketing manager for British Bakels, highlights that the UK’s top five most popular flavours for sweet goods are dominated by chocolate – milk chocolate, dark chocolate, raspberry, vanilla, and chocolate chip – so it would be remiss to ignore them entirely. But given the steep increase in cocoa prices of late, perhaps experimenting with others would offer some balance.

“Flavours such as orange, white chocolate, lemon, salted caramel, raisin, almond, and strawberry are gaining traction – many of which have been seen in staple Easter bakes over the last few years, in flavoured hot cross buns and Easter cakes,” adds Jones.

Global sophistication

There’s a whole world of inspiration out there with flavours and formats to tempt consumers.

Serving up some of this inspiration is one of Dawn Foods’ student ambassadors Iranian-born Soraya Akbari, a postgraduate at Cardiff Metropolitan University’s Zero2Five Food Industry Centre who has been working on a range of Persian-inspired bakery treats. Akbari points out that the Persian festival of Nowruz and Easter both celebrate renewal, rebirth, and the arrival of spring.

“The Easter bakery market is certainly evolving as consumers seek fresh flavours and cultural inspiration. While traditional favourites remain, there’s growing curiosity for global ingredients and storytelling through food,” she says. “While classics like chocolate and citrus remain strong, ingredients like saffron, cardamom, and honey can introduce a warm, luxurious touch.”

Akbari is working on a fusion of Persian and Easter traditions in the form of hot cross buns featuring saffron-infused dough, a touch of cardamom, and bursts of barberries for a balance of warmth and tartness. She describes it as a “luxurious update to a beloved classic”.

Other Nowruz/Easter hybrid ideas include pistachio-rose Easter cookies, orange blossom creme cakes, and Persian Baklava, with its layers of saffron, pistachio, and almond. Spiced Simnel cakes infused with dried fig, apricot, and orange blossom can also offer a twist on a classic.

Looking closer to home, Jacqui Passmore, marketing lead West EU & AMEAP at Dawn Foods, points to France and Italy as two countries bursting with ideas which will resonate with British consumers, building on trends previously seen at Christmas. “As well as authentic applications such as pistachio cannoli, we will see more Italian inspired hybrids, developed to appeal to adult consumers,” Passmore says. “Think biscotti brownies, Florentine cookies, or tiramisu-style layered cakes and cheesecakes – these flavours bring an element of sophistication to Easter treats.”

Colomba cake – an enriched, yeasted dough baked in the shape of a dove – is one of the Italian delicacies gaining traction in the UK. Sainsbury’s, Waitrose, and M&S are among the major retailers to offer them this Easter. Panettone is also rising to the Easter occasion, although Waitrose took this one step further to create a Hot Cross Bunettone.

Watson at Kluman & Balter points to bundt and bundt-style cakes as another format that could take off. “The German Kugelhopf, often known as Sunday Cake, could be a great alternative to the classic hot cross bun this year,” he says. “Similar to a rich pound cake, this decadent doughy cake combines almonds and raisins and is a real showstopper.”