Sweet Buns - Country Choice 2100x1400

Source: Country Choice

Loaf cakes, cake bars, buns, and biscuits, are among the latest sweet bakery products to be unveiled by manufacturers.

Much of the innovation embraces the tradition with a twist trend, with classic flavours such as Eton mess and lemon meringue taken into new formats and new versions of classic bakes also rolled out.

There’s always plenty of innovation when it comes to sweet treats, especially around occasions such as Easter with bakery brands and retailers coming out with their own NPD, along with the customary hot cross bun ranges.

Below are more details on the latest products striving to provide some indulgent moments for consumers:

Sweet Buns, Country Choice

A trio of sweet buns (pictured above) have been introduced to the bakery supplier’s portfolio in the form of a Belgian Bun, Cinnamon Bun, and Chelsea Bun. 

The buns (rsp: £1.50 each) are individually packaged for convenience, and are sold frozen in cases of 24 with a defrost time of two hours and a shelf life of three days. 

Country Choice said the ‘new and improved’ buns come with a notable reduction in calories and more sustainable packaging as they’re presented in a recyclable FSC certified u-card (as opposed to the original plastic RPET).


McVitie’s Cake Bars, Pladis

Pladis is aiming to serve up a slice of British tradition with a contemporary twist with two new McVitie’s cakes bars in Eton Mess and Lemon Meringue flavours.

The Eton Mess Cake Bars feature a soft, strawberry-flavoured sponge topped with light cream complete with crunchy meringue pieces and enrobed in milk chocolate. The McVitie’s Lemon Meringue Cake Bars, meanwhile, are made up of a light lemony sponge, topped with lemon cream featuring meringue swirls and sugar pearls and coated in milk chocolate.

Both are available now in supermarkets in packs of five individually wrapped 24.5g bars with a rsp of £1.25.

Further extending its line-up of family treats, the manufacturer has also unveiled a limited-edition Candy Floss flavour for McVitie’s Iced Gems. They feature the signature biscuit base now topped with a swirl of icing that captures the fairground-favourite candy floss flavour. They’re available in multipacks of five in Iceland from today (rsp: £1.25) and will be available more widely across multiple grocery from the end of April.


Limited-edition Carrot and Banana Mega Loaves - Yorkshire Baking Company

Source: Yorkshire Baking Company

Mega Loaves, Yorkshire Baking Company

Limited-edition loaf cake flavours of banana and carrot are set to be launched at selected Morrisons stores from 1 April. They join Yorkshire Baking Company’s existing Mega Loaf range including Madeira, cherry, sultana, sticky toffee, chocolate, and lemon crunch versions.

Priced at £2.50 each and serving 10, the cakes are said to offer great value for money and can be shared with family and friends during any occasion.

“As a bakery we have identified a major demand for those classic flavours that are not always widely available and building on the ongoing success of our ever-popular Mega Loaf core range,” commented Arainn Cleland, sales director at Yorkshire Baking Company.

The Cake Emporium, a sister brand on Regal Food Products Group’s sweet bakery portfolio, also recently rolled out value loaf cakes at Morrisons.


Twix Secret Centre Biscuits, Mars   2100x726

Source: Mars Wrigley

Twix Secret Centre Biscuits, Mars Wrigley

The latest NPD from the chocolate giant brings all the DNA of Twix (ie. biscuit, chocolate and caramel) to a new format within the special treats biscuit category.

It joins the existing Mars and Bounty variants, which have added more than £680k to the category since being launched last July, according to Mars Chocolate Drinks and Treats general manager Michelle Frost. “We expect the new Twix Secret Centre Biscuits to accelerate this growth even further, bringing Twix fans to the biscuit aisle,” Frost commented.

NIQ Total Coverage data to 23 December 2023 has special treats growing by 16% year on year and contributing £233 million to the overall sweet biscuit category, valued at £2.9bn.

Each 132g pack of Twix Secret Centre Biscuits (rsp: £1.69) contains eight biscuits. They are initially available from Home Bargains, with a full roll-out across wholesale and convenience channels expected by next month.


Big Biscuit Box, Nestlé UK & Ireland   1206x1269

Source: Nestlé UK & Ireland

Big Biscuit Box, Nestlé UK & Ireland

This new bumper collection comprises 69 assorted bars from Nestlé’s chocolate biscuit range including milk, dark, and orange varieties of KitKat Fingers, Blue Riband Milk, and Toffee Crisp. It has been on sale via Amazon since last month, followed by wholesalers.

The Big Biscuit Box, which features more choices of KitKat than ever before, is said to be ideal for office coffee breaks, in meeting rooms to accompany a tea or coffee, as well as for hotels and B&Bs to share with guests. Individually wrapped bars are packed in a slimline case making it easy to store.