Sports Biscuits by Elkes Biscuits

Source: Elkes Biscuits

Sports Biscuits

Consumers have been celebrating the recent returns of two different sweet treats that had previously been discontinued by bakeries.

In particular, the reaction to the comeback of time-treasured brand Sports Biscuits forms further proof that nostalgia for childhood memories remains a key trend in bakery, something we previously identified in our Top Cake Trends for 2024 report.

Check out the pair of ‘OPD’ (originally developed products) that are alive and baking once more:

Sports Biscuits pack by Elkes Biscuits

Source: Elkes Biscuits

Sports Biscuits, Elkes Biscuits

The resurrection of the sports-themed shortcake packs was said to have sparked an ’online feeding frenzy’, with some commercially-minded biscuit lovers even buying packs in bulk to sell on auction websites.

Sports Biscuits by Elkes Biscuits - social media post

Source: Elkes Biscuits

A social media post from a fan of Elkes’ Sports Biscuits

First launched in 1971, the Sports Biscuits brand was discontinued in June 2022 following Elkes acquisition from 2 Sisters by Boparan Private Office. However, the 116-year-old manufacturer based in Uttoxeter has since invested £1m in new machinery to provide new capabilities, with the Sports Biscuits range making it back to shelves at Aldi and Farm Foods stores nationwide.

Originally featuring simple stick figures depicting footballers, cricketers, boxers, and rowers on the front of the rectangular-shaped biscuits, Elkes implemented improved baking technology in 2015, including a unique brass moulding technique, to produce biscuits with much fuller, more detailed sports images (see feature image above).

Several of the classic sports images remain in the newest range, along with modern additions such as racing car driver, netball player, windsurfer, and skateboarder. The 2015 shortcake recipe has also been retained.

“Clearly those old enough may remember them in the 1970s and 80s when they used to be swapped around like football card within families and fought over among siblings,” said Elkes site general manager Kevin Hand. “It’s great that having retained both the recipe and mouldings we can spark that interest once again, and I know there’s great pride among the team that we’re making something much-loved and close to people’s hearts.”

Ey Up Duck Gingerbread by Stacey's Bakery 2100x1500

Source: Stacey’s Bakery

A Stacey’s Bakery staff member holds up a tray of Ey Up Duck Gingerbread

Ey Up Me Duck Gingerbread, Stacey’s Bakery

The family run firm quipped that customers were going ‘quackers’ with the news that it was reintroducing the ‘much-loved and missed’ sweet treat to its stores in Ilkeston and Heanor in Derbyshire, and Eastwood in Nottinghamshire.

First created in 2017, the duck-shaped product is said to contain favourite flavours including flapjack, congress tart filling, spices, jam, and Stacey’s signature gingerbread. ‘Ey Up Me Duck’ is a popular phrase used as a greeting by locals in the region.

The pandemic had “sent the little gem into hiding”, according to Stacey’s owner David Stacey. “We stopped making them around Christmas 2019, to temporarily make way for traditional festive treats,” he said, adding that Covid had prevented the making a return the following year and since.

“We listen to our customers, and always intended to bring back this favourite as soon as it was possible. They are more labour intensive than the other gingerbread items, but they are totally worth it,” Stacey revealed. “We’ve now got all of our ducks in a row and are ready to release the ducks again.”